Adane Legacy
End to end e-commerce app aims to help users effortlessly have a pleasant experience in shopping for watch.
Roles: User Research| Information Architecture| UX|UI design| Prototype| Testing
Tools: | Figma |Sketch| InVision|Slack
The Challenge
Adane Legacy is a watch company selling premium, classic, and affordable online watches. They wanted their site to tell their story as they launched their new watch series and jewelry lines. They also needed to add a visual shortcut (LOGO) to their brand and an intuitive shopping experience to showcase their products, making the checkout process easy.
The Solution
My solution, per our brief, was to design a minimalist and elegant responsive site. I developed a strategy for a simple minimalist responsive web and native mobile app to tell the company's story. Since the fashion industry is evolving dramatically in communicating with its users, I wanted to devise a more inclusive app regarding gender and cultural expression. I had to design a solution that would be easy to adapt and have an easy checkout process.
EMPATHIZE
Market Research |Competitive Analysis |1:1 Interviews
Research Findings
Market Research
To understand the industry better I started off by doing online research including statics, demographics and motives.
Motivations
Convenience
Ability to find quality product with reasonable price
Avoid overwhelming websites
Trustworthy product
Developments
Technology innovation- mirror viewing,
Personalizing live chat, offers, recommendations based on user search
Multi-channel e-commerce on Social Media
Competitive Analysis
I incorporated the detailed analysis of the competitive watch companies and their thought process and what are the methodologies they are adopting to maintain their brand image in this market. This research also goes deep through different online shopping sites and see and ask what makes them different from each other, as well as their similarity.
Primary Research
1:1 Interview
Once I had a basic understanding of the market, it was time to dive deeper into consumers' behaviors, needs, and pain points. I conducted a questionnaire with a total of 5 participants, three men and two women between the ages 22-65, which included people who do or don't shop, watch online, and asking why and what will motivate them to change their mind if they were to shop online).
DEFINE
Personas | Empathy Maps |POV + HMW
Personas
I used my interview summaries to synthesize my findings to targeted users age group 23-55, which included professionals, fashion followers, bloggers, and small boutique owners and created user personas that will represent the targeted market for Adane Legacy.
Empathy Maps
I looked over the personals, thought about their decision making in their day to day life chooses and motivation, and created an empathy map for each
Goal
I created a Venn diagram to have a visual look before designing. These show the shared goals to make sure to meet both the need for the business and users.
Based on the primary research I also came up with a point of view statement for our users this will help to create HOW MIGHT WE questions to identify users' problems and help brainstorm for a possible solution. POV+HMW.
IDEATE
Feature Roadmap | Sitemap | Task Flow| User Flow
Feature Roadmap
After brainstorming the user goals and past experiences, I created an appropriate and possible feature map.
Sitemap
After I analyzed design patterns for other e-commerce apps, I organized and created a sitemap for users to have a familiar layout and easy to see without overwhelming users having a considerable choice of product.
Task Flow
This design system also is created to have a consistent design approach to help me see different ways a user can interact with the site and process of user’s decision making which will help me identify and focus on my design process User Flow
DESIGN
Mid-Fi wireframes | Logo | Branding| Style Tile| Hi-Fi Design | UI Kit
Sketchs
I started out with the high-level ideas and sketched Mid- Fi wireframes and digitalize using Sketch, this helped me visualize the layouts and the flow of interaction with different devices before moving forward.
BRANDING
The logo design process was based on knowing the business of Adane Legacy distinctive, appropriate, practical, and simple in form to communicate the intended message. After a few design revisions, we finalize the Logo that will represent the concept of the brand.
Style Tile
I thought simple and easy to remember LOGO, I took the actions to build a style tile on a certain image of the company. I collected tangible brand elements then create one brand image with a simple expression, a color palette that symbolized the brand and used sans-serif font for its elegant expression.
High Fidelity Design
Using my initial wireframes I transferred it into high fidelity designs. I also added quick views for faster check out, mirror view for users to experience the product trying it on, and quick and easy checkout flow
UI KIT
I organized and coordinated all of the individual elements from my prototype and proceeded to define the visual design for the app. I then used Zeplin to upload visual designs straight from Sketch and add them to project folders and hand-off.
TEST
Prototype | Usability Testing | Affinity Map
I Prototype to give a sense of what the user’s experience could be as a final product I had to prototype the high-fidelity wireframe to see the user’s interaction created using Marvel.
Prototype
Usability Test Findings
TEST OBJECTIVES and findings
The purpose of this usability test findings is to see how users interact with the prototype. Participants were given specific scenarios with the focus on exploring the app's navigation while interacting with key features and observe their experience in a quick check out process.
Affinity Map
Following users’ feedbacks helped me to identity arrays in a way that will support my recommendation in decision making I created an affinity map to better understand my observation and visualize my findings from the usability test.
Final Prototype
Conclusion
This was one of my favorite projects to work with mainly because I love anything related to fashion and this eCommerce business gave me the opportunity to learn about the business. Though, Working on end to end app with a watch company had its challenge, as a designer I learned that building an eCommerce business is a culmination of multiple small decisions and communication that has to happen while thinking of the users and being mindful to balance what the users want but also consider how feasible the technical aspect of it as well as considering the current blueprint, mission and value of the business is important.
Thank you for reading