STORY

A+R is a furniture, housewares and luxury goods boutique located in Los Angeles.

The majority of their business is done through e-commerce with the trade and wholesale industry. The store owners are pursuing B2B market growth while also expanding their reach to target residential consumers.

Improving A+R website usability, customer experience and engagement were the target objectives for this project.

 

OVERVIEW

Role: UX Designer, E-Commerce Website Redesign

Tools: Pen and Paper, Axure, Adobe Illustrator, Photoshop

Timing: 2 weeks


A+R WEBSITE Pain Points

  • Complicated navigation structure
  • High bounce rate of users exiting site
  • Absence of engaging atmosphere
  • Weak presence of premium products
  • Complicated checkout process
 

A+R REDESIGN Goals

  • Streamline Information Architecture
  • Captivate users immediately upon site entry 
  • Improve presentation of diverse product lines 
  • Redesign checkout process for ease of use and enhanced efficiency

HOMEPAGE

 
 

 

Homepage Wireframe

 

Interactive Prototype created in Axure

 
 

Features

Simplified navigation menu structure.

Product scenes and stories to engage users with premium furnishings.  

Dynamic mouseover views provide visual navigation for users.


CATEGORY PAGES

 
 

 

Category Page Wireframe

 

Lighting Category Shown

 
 

Features

Page leads with products shown in photo scenes.

Quick access to product sub categories through scrolling grid view.

Product detail presented on image mouseover.

Quick tag items for wish list or add to cart.


PRODUCT PAGES

 
 

 

Product Page Wireframe

 

Lighting Product Page Shown

 
 

Features

Reorganized product placement, scale and information detail for increased usability and elevated presence.


CHECKOUT PROCESS

 

Customers now have the ability to make revisions to their product selection directly from within the checkout cart view. 

A simple dropdown menu displays product version options which customers can easily and instantly choose from without having to exit the checkout process.

 

RESEARCH

Began with comparative and competitive research, persona development, targeted user interviews, usability observations, insight gathering and formulation of solutions.

KEY FINDINGS 

  • Users found current site navigation cumbersome. Long path through too many categories to find products.
  • Comments emphasized need for more premium website feeling to match level of products offered.
  • Many users felt the current site would not maintain their interests for long and would likely exit shortly.
  • Checkout process complicated and confusing.

USER FLOW & CONCEPT IDEATION

 

Sketches exploring solutions for improved A+R website user flow and information architecture.

Analysis of Homepage presentation and ideas for creating an engaging entryway for users.

Wireframe studies of product pages and checkout process to develop more effective and efficient pathways for users.