Roles And Tools
Team: Olena Khomchenko
My Role: As a UX Designer I conducted several user interviews and user testing, created sketches as well as hi-fidelity wireframes, and created clickable prototypes in addition to strategic and low- hi-fidelity wire-framing.
Tools: Sketch, InVision, Zoom, UsabilityHub
Redesign MacPherson Leather Company Website
MacPherson Leather Company has been providing a tradition of leather service since the early 1900’s.
As a wholesale and retail company they offer quality products for saddle and tack, shoe findings, and leather craft trades.
Online shopping can be easy
The goal of this project was to redesign the existing website to make it more intuitive. I simplified the navigation on the website, to facilitate product research and to provide quick access to information
The current web site
Research-driven Process
Evaluating the existing MacPherson Leather Company website
Features analysis
Creating user personas, identifying their consumer behavior
Brainstorming solutions
Prototyping the solution though wireframes, testing and iterating the solution though
The original website was very inconvenient to use, and the navigation was not clear. The navigation did not reflect the availability of goods as well as opportunities for users.
Based on the feature analysis, the website had many features, but they were hidden and nearly impossible to find. Some information was founded accidentally.
Potential clients
MacPherson caters to small business as well as for consumer. Based on the Industry research I have created two personas for identifying the target audience.
Martha represents a small business users that will make wholesale purchases.
Eric represents the individual who buy small materials for personal projects. He does not make big purchases, and he prefers high-quality tools for his own use.
How might we speed up access to information?
Organizing the Content: Easy access to “Shoe Care
After creating personas, I started to visualize how to make navigation more convenient by changing existing category and organization. The main objective of the new site map was to facilitate product search and product access.
Wireframes and feedback from Users
For user testing, I created several tasks and asked participants to do them. I also asked them to think loud, to fully understand their feelings about my site.
Tasks
Buy item as a guest and pick it up from store
Sign in from home page and buy two items, use an existing address.
During these tests, I understood that the homepage was misleading to users, and the purpose of some buttons was not clear, as well as wishes from participants.
How it works in real life
After making edits, I created a hi-fidelity clickable prototype