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PROJECT SUMMARY
A legacy kitchen-aid specialties and homeware store, Williams-Sonoma offers its loyal customer base a plethora of options when considering unique products, quality brands, and an overall shopping experience. This is well reflected when you visit one of Williams-Sonoma’s brick-and-mortars, as it is when visiting their e-commerce store, williams-sonoma.com.
However, due to the elaborate inventory and product offerings, both in-store and online, our inquiries and user testimonies unveiled the many pain-points - like comparing products and finding shipping quotes - which negatively impact the overall experience for both existing and would-be-customers.
OVERVIEW
Two phase responsive web redesign for an existing client website. This case-study focuses primarily on Phase II of this project.
Phase I: Team Research - Conduct contextual research and usability testing of existing client website; provide research report.
Phase II: Independent Analysis - Synthesize research findings from team project and use insights to produce a responsive web redesign; test, iterate and provide independent specification documentation.
TEAM
Andy Morris Shuhan Yu Caitlin Aylward Talia Saltzman
SCOPE
2 Week Sprint
ROLE
Researcher, Copywriter, Interaction Designer, Content Strategist, UI Designer
METHODS USED
SURVEYS, HEURISTIC ANALYSIS, Moscow matrix, card-sorting, USER INTERVIEWS, CONTEXTUAL INQUIRY, COMPETITIVE AND COMPARATIVE ANALYSIS, AFFINITY MAPPING, PERSONA, JOURNEY MAPPING, FEATURE PRIORITIZATION, SKETCHING, WIREFRAMES, DESIGN STUDIO, RAPID PROTOTYPING, USABILITY TESTING, site mapping
PHASE 1: Team Research
PHASE II: Independent Analysis
USABILITY TESTING
USER + TASK FLOW
SCENARIO
Our user likes to entertain frequently, and tries to impress her guests with interesting dishes. Presentation of her space and the platters she is serving is just as important as how the food tastes to her. She enjoys the “wow” moment of when she serves her friends something new.
TASK SCENARIO
You’re hosting your first brunch with close friends later this spring at your apartment. You need just one more serving platter to accommodate all the pastry and quiche you plans to make. You already favorited and added a Blue Platter to your cart at Williams-Sonoma.com, but want the item shipped to your apartment.
TASK
From the Blue Platter product page, find an estimate for shipping cost to have the item delivered to your apartment.
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