UX | UI Design
GOODWOOD
E-COMMERCE WEBSITE
As a personal project, I created an online store for a local business, GoodWood, an antique store that was closed during the pandemic, and the need to have an online store became inevitable.
Client: Personal Project | My Role: UX/UI Designer | Year: 2021
Step One:
GATHERING INFORMATION
GoodWood is an antique store with many items, from furniture to artwork. Therefore, I started this project by gathering and collecting photos and detailed information about 100 products on the store's Instagram page.
I then conducted an open card sorting in OptimalWorkshop with four participants.
The result of analyzing the card sorting determined different categories for this online shop website :
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Furniture+Lighting
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Rugs
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Home Decore
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Artworks+Mirrors
Step Two:
Knowing GoodWood Customers
In the next step, I interviewed four participants who browsed the Washington DC store regularly.
During these interviews, I was trying to understand their needs, goals, and frustrations by asking these questions:
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How often do you go to the GoodWood store, and why?
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What do you like about this store?
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What information do you ask for while shopping there?
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Who are their competitors, in your opinion?
I also wanted to know more about online shopping habits and trends, and I asked these additional questions:
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Describe your online shopping step by step.
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What frustrations do you experience when shopping online?
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How do you buy antiques online?
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What information would you like to see when shopping online?
Analyzing
Reviewing the results of interviews and creating an Affinity map, the customers' preferences were identified:
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I like that the owner changes the environment by moving things around.
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I like to browse the store to see if something catches my eye.
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I want to see all the angles, zoom in and see details.
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I spend a lot of time scrolling.
And here are the How Might We Statements:
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HMW create inspiring, exploring, and fun online experience.
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HMW show and provide essential information.
Step Three:
PERSONAS
WHO | WHAT | WHY
During the discovery phase, I created two personas.
Lili's Story: Lili, the primary persona, is an interior designer with many clients in Washington, DC. She likes to mix and match when decorating a client's spaces.
Needs and Goals: Lili always looks for small, unique pieces to finish her projects.
Behaviors: She always goes to antique stores and auctions to find unique items but prefers to shop from local businesses.
Frustrations: She gets frustrated when she cannot find the information she needs when shopping online.
PROBLEM STATEMENT
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During the pandemic, Lili would like to have online access to their local furniture store, GoodWood, so she can browse and shop from her favorite store and be inspired by its eclectic style.
COMPETITIVE/COMPARATIVE ANALYSIS
What do the competitors do?
Based on the competitive/comparative analysis I conducted with three websites in each area, I added two more categories to the ones I've determined before in the cart sorting process:
Gift and New.
SITE MAP
Addressing Users needs
'I go to the GoodWood store to get inspired, and maybe I find something pretty Amazing!".
This is what the loyal customers of this local store told me during the interviews, and they wanted the website to also reflect the same atmosphere.
Understanding what users want, I created an engaging landing page with a series of repetitive images of the store changing every 20 seconds to reflect its inspiring environment.
These photos are the real photos of the store and showing the different layouts and objects that the owner has selected.
Website Detail: Showcasing different images of the shop repeatedly.
USER FLOW
Analyzing the data gathered during interviews and conducting a comparative analysis, I tried to understand the online shopping methods and trends to create a user-friendly website. Here I made a user flow of the shopping process, from browsing the website to entering the client's information and paying.
After creating different sketches and low-fidelity wireframes , the prototype was created. Necessary changes was made after doing the usability testing with 3 participants and here is the Final UI.
