E-Commerce Website Redesign
UX Vision: Easily find new, hip, and original clothing and accessories from a local company that has just the right suggestions for keeping you looking good.
ROLES
- App audit
- Competitive analysis development (lead)
- User research material development (lead)
- Sketching concept screens
- Iterating flow of additional functionalities
- Screener development
- User interviews
- Synthesizing research
- Wireframes (Sketch)
- Increasing fidelity
- Creating prototype in InVision (lead)
- Usability testing
- Evaluating results
- Describing implications for future development
TOOLS
- Drawing implements
- Whiteboard
- Omnigraffle
PERSONA
COMPETITIVE ANALYSIS
COMPARATIVE ANALYSIS
PLANNING AND DESIGN GOALS
With so many factors to focus on, we chose a flow that emphasized clarity of information, convenience, and collaboration specifically in the booking process.
Existing functions: Rework booking process to integrate a cleaner interface with a default low price grid immediately visible upon choosing a destination.
New functions: To address the redundancy of reentering information, we added a recent search option, intuitive origin, and back button
New flows: With a focus on collaboration, we created save, share, and watch functions, creating screens to draft the flow within the app.
Design aesthetics: Consistency with Alaska look and feel.
PROTOTYPE
Using InVision, we uploaded wireframes into a hotspot-clickable prototype. We led 10 users through the prototype, instructing them on the parameters of the search (location, timing), as well as the background story of Allie's travel needs. We took notes of problem areas, pauses, and questions. We were able to gather data on the overall booking process as well as the success of the newly added functions.