Friends Unlimited SWIMshop Inc.
E-Commerce Website Redesign
Bringing control and usability to Navigation.
Project Summary
Friends Unlimited SWIMshop Inc. needed a major overhaul to vastly increase the usability for its users. Focusing on improving user control and updating navigation, I needed to develop an e-commerce website where competitive swimmers can find the gear they need and that fits them well.
Team: Solo Project
Time: 2 Weeks
My Role: UX Designer
I first conducted research on the current state of the site and its users to find navigational and heuristic issues before developing potential solutions and upgrades to the site. I tested the implementations for usability and iterated on those designs to develop the best solution for this site and its users.
Tools Used: Figma, FigJam, Slack, Google Suite, Pen & Paper
Research
Using various research methods I learned what SWIMshop was doing well and compared them to the rest of the marketplace.
I learned that the current site had an unhelpful navigation scheme offering very little user control. Additionally, the search function was unwieldy resulting in user errors and frustration trying to recover.
I then conducted surveys and interviews to discover what users prioritized when shopping for competitive swim gear.
I learned that users would be competitive swimmers, their parents, and team coaches/personnel.
Users need to quickly and easily find everything they need for their team in one place and be sure they are getting gear that fits.
Define the Problem
User Persona
Using the information I gathered through my market and user research, I developed representation of who would be using this website and how.
Problem & Solution Statements
Working off of the user persona, I focused my design process by honing in on the user’s core problem and developing avenues towards solutions.
To help flesh out what I would be designing before I started sketching, I created a roadmap for my solution in the form of an ideal user flow.
This, combined with my user persona and problem and solution statements, would be my guideposts through the iterative design process.
My Solution
Primary Navigation Bar
Allows users to more easily and accurately navigate to the category of choice and frees up the main area of the landing page.
This allows more direct navigation without being overbearing for the user while displaying user’s location status within the site.
Secondary Navigation
Allows users more control in getting to the products they desire.
With the increased amount of information displayed to the user at the secondary level, this stays hidden and out of the way until the user needs it.
Product Cards
Display all pertinent information for users to make the right decision.
Inclusion of more pictures allow users to make better, more informed decisions about the products they are buying.
Colors and sizes are instantly visible so users can tell if their size is in stock.
Floating Cart
Users always know what is in their cart and how much it costs.
Empowers users to continue shopping without interruption when they add items to the cart.
Improved Checkout Flow
This new checkout flow guides users through the checkout process with simple, easy-to-follow instructions that make checking out intuitive and hassle-free.
Users are updated on their progress so they are never left wondering.
To avoid errors, there is a final confirmation before the order is placed.
Prototype
Please enjoy this short walk through of the newly redesigned e-commerce website for Friends Unlimited SWIMshop Inc. If you would like to check it out for yourself just follow the link below.
Next Steps
Moving forward I would want to do more research to try to further understand the specific needs of these users. As I developed the solution, I realized I was missing a critical segment of information crucial to the further development of this project. I would need to interview swim coaches to gain a better understanding of how this site would best be used.
Additionally, I would develop a “swim coach” persona and seek to identify points of pain and pleasure in their experiences with swim shops. My research thus far has shown that most competitive swimmers are on teams and are purchasing based on coaches guidelines or requirements. Catering to the needs of the coaches will be paramount in increasing traffic and conversion.