Research
Interviews + Usability Testing + Competitive Analysis * Kano Model
To understand how skaters purchase skates, skate parts, and accessories, I interviewed 4 participants (from the DMV area) who had purchased roller skates within the last 5 years. This included usability testing of the original site.
All 4 participants failed the following task: To locate skates best suited for derby skating. However, participants provided insight into what was most important to them when considering purchasing new skates.
Realization
Implementation:
- Content creation to inform users of the products, policies, and SRSS brand story (identified by the journey map as critical to user purchase decision-making).
- Expanded global navigation & created product cards to enhance product discovery.
- Introduced filters based on style and price (a feasible implementation decision made during the design process).
- Structured product page design to include product specifications and a 'reviews' feature.
- Incorporated visual indicators using card components to guide users in product discoverability and enhance brand identity.
- Standardized brand guidelines by color palette, typography & image formats.
The culmination of my efforts was a website that not only looked good but felt right. It became a digital extension of Sacred Roller Skate Supply's physical store, embodying the same spirit and community values. User testing concluded the redesign significantly improved user engagement and discoverability – users spent an average of 2 minutes,4 seconds more time exploring the new site than in previous user testing. Additionally, users were able to complete Scenarios 1 (To find a specific product page and read the product description & product reviews) & 2 (To find the Return Policy as well as learn about the brand). Scenario 3 (to complete the purchase process of a specific product) demonstrated a streamlined purchasing experience for users.
Additional feedback from testing illuminated pain points, transforming them into design opportunities to further enhance user satisfaction for future iterations.
Reflection
I attribute the success of my designs to my comprehensive persona of Emily Johnson & her journey to purchase skates. Each design decision I made had a direct correlation with my discovery visualizations. The results reflected my commitment to relieving users of purchasing pain points during their decision-making process, thus creating effective solutions for Sacred Roller Skate Supply to increase sales and brand visibility within the skating community.
My research rekindled my passion for creating a holistic brand experience. Successful design is about solving usability issues and serving the user's desire to belong to a niche community. Prioritizing the decision-making process, emphasizing inclusivity, and exploring creative pathways for brand storytelling will continue to inform my approach to future iterations.
