Bridget's Irish Cottage
Introducing Bridget's Irish Cottage: a niche e-commerce destination offering an array of authentic Irish merchandise.
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Original E-Commerce Site
Project: Two week design sprint redesigning the website to ensure usability and functionality while also updating the visual appeal.
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My Role: UX Researcher & Designer
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Scope of Work: Tasked with rejuvenating its digital presence, I revamped the storefront and enhanced user interfaces to address issues like an unresponsive checkout process. Further examination showed outdated or empty product categories, prompting comprehensive updates.
Problem Statement:
Users need efficient and intuitive navigation to swiftly locate and purchase items from the online shop, aligning with their preference for streamlined online shopping experiences.
Researching the Problem:
Retrospective Heuristics
My findings revealed significant issues such as misclassified items and vacant content categories, underscoring the imperative of proper categorization and content maintenance for bolstering site security.
I used various diagnostic tools such as user interviews, C&C Analysis, Card Sorts, and Heuristic analysis to uncover insights into how visual appeal, site maintenance, and overall site security interact.
Interview Affinity Map
User Persona
Guiding Sorcha through an exploration of the existing site unveiled critical pain points experienced by our primary users, particularly in relation to the checkout process, shedding light on areas in need of improvement.
Through extensive research, I created a persona named Sorcha for Bridget's Irish Cottage. Sorcha represents users who are thoughtful gifters, prioritize security, and value simplicity, while also enjoying comparing options and seeking value.
Retrospective Journey Map
Streamlining the Solutions:
Sketching and Wireframing
Crazy 8's homepage idea sketching
First iteration lo-fi wireframe
I focused on key priorities to enhance Bridget's Irish Cottage's site. This included improving its visual appeal, removing empty categories to boost credibility, and optimizing navigation for a smoother user experience.
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I tackled these areas with strategic prioritization, making the site more polished and user-friendly. Through ideation, sketching, wireframing, and creating various prototypes, I improved the site's intuitiveness and refined its navigation and categorization. Usability testing at every stage ensured the final design was robust and user-friendly, providing a seamless experience for everyone.
Accessibility Considerations:
In redesigning the website, I focused on accessibility to ensure inclusivity and usability for everyone. This included optimizing color contrast for readability and accommodating users with colorblindness. By integrating these features and conducting user testing, I aimed to create a more inclusive and welcoming digital experience, reaffirming my commitment to accessibility in UX design.
Original Color Palette
New Color Palette
Final Product:
In wrapping up the design sprint, I aimed to modernize Bridget's Irish Cottage while keeping its cozy Irish charm.
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I balanced functionality with aesthetic appeal by updating the user interface and optimizing site performance. From refreshing the color palette to updating typography, every decision focused on enhancing the user experience while preserving Irish hospitality.
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Now, Bridget's Irish Cottage blends tradition with innovation, embodying the spirit of Ireland in the digital world.
See the Prototype:
Key Takeaways:
During this design sprint, I learned how to redesign an e-commerce site to be more user-friendly and aesthetically pleasing while ensuring a functional checkout flow. I focused on choosing colors for accessibility and found it fascinating to use tools that show how the redesign looks to someone with colorblindness. I enjoyed diving into WCAG 2.1 accessibility guidelines and look forward to expanding my knowledge in future projects.