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.
My Role: UX Researcher & Designer
Scope of Work: Tasked with rejuvenating its digital presence, I undertook the challenge of revamping the storefront and enhancing user interfaces to better serve its clients. The project came to light as the site's checkout process proved unresponsive, leaving customers caught in an endless loop of frustration.
Additionally, a closer examination revealed numerous product categories within the shop that were either outdated or devoid of content, presenting a pressing need for comprehensive updates.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.
Utilizing a comprehensive range of diagnostic tools including user interviews, C&C Analysis, Card Sorts, and Heuristic analysis, I unearthed critical insights into the interplay between visual appeal, site maintenance, and overall site security viability.
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 gave voice to the diverse range of users potentially engaging with Bridget's Irish Cottage, culminating in the creation of a persona named Sorcha. Sorcha embodies key characteristics such as being a thoughtful gifter, prioritizing security, and favoring simplicity, while also demonstrating a penchant for 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 successfully streamlined the focus to immediate priorities, pinpointing key areas for enhancement within the project scope. This included elevating the site's visual appeal, bolstering credibility by eliminating empty categories, and optimizing site navigation for seamless user experience.
Engaging in strategic prioritization, I directed efforts towards addressing these essential aspects, ensuring a more polished and user-friendly interface for Bridget's Irish Cottage.
Through iterative processes - including ideation, sketching, wireframing, and crafting multiple prototypes in differing fidelities, I enhanced the site's intuitiveness and user-friendliness, while optimizing navigation and refining categorization. Rigorous rounds of usability testing at every stage ensured the final product's design was robust and intuitive for all users - guaranteeing a seamless experience.
Accessibility Considerations:
In redesigning this website, I prioritized accessibility considerations to ensure inclusivity and usability for all users. This involved implementing various measures to accommodate diverse needs, including optimizing color contrast for readability, and ensuring users with colorblindness were able to maintain a similar experience as those without. By integrating these accessibility features and conducting user testing, I aimed to create a more inclusive and welcoming digital experience for all users, reaffirming my commitment to accessibility as a core principle of UX design.
Original Color Palette
New Color Palette
Final Product:
In concluding the design sprint and refining the project, I embarked on a journey to elevate Bridget's Irish Cottage to modern standards while preserving its inherent charm and cozy allure reminiscent of the Irish countryside.
Through meticulous attention to detail and thoughtful design choices, I sought to strike a delicate balance between functionality and aesthetic appeal. By modernizing the user interface and optimizing the site's performance, I aimed to enhance the overall user experience while staying true to the essence of Irish hospitality.
From updating the color palette to refreshing the typography, every decision was made with the intention of creating a seamless and delightful browsing experience for visitors. As a result, Bridget's Irish Cottage now stands as a testament to the fusion of tradition and innovation, embodying the spirit of Ireland in the digital realm.
See the Prototype:
What I've Learned:
I learned a lot during this design sprint about how to redesign an e-commerce site be more user friendly and aesthetically pleasing, while still ensuring that the checkout flow is functional. I learned to choose colors for accessibility rather than personal preference and I found it fascinating to utilize the different tools to see what the redesign would look like through the eyes of a person with colorblindness. I most enjoyed learning more about WCAG 2.1 accessibility and look forward to continuing my knowledge in that area on future endeavors!