AURAARCHIVE | JIINLARAKIM

THE COLLABORATORS

PRIMARY RESEARCH

We conducted interviews and surveys with 15 participants of users, developers, and subject matter experts. Insights gleaned from this research informed our design decisions, addressing issues such as sizing inconsistencies and distracting pop-ups, to enhance The Edition's online shopping experience.

Our strategy focused on crafting a single, representative user persona: Emily Williams, a 28-year-old marketing agent in Savannah, Georgia. Emily's profile encapsulates the key characteristics, motivations, goals, and pain points of The Edition's target audience. This streamlined approach ensured a clear understanding of customer needs and guided the development of tailored solutions to enhance the online shopping experience effectively.

DESIGN

Centered on the homepage, our redesign initiative commenced with the establishment of the foundational structure, emphasizing the information architecture. We initiated this process by crafting a site map, beginning with an assessment of the original website's layout and progressing to the development of a refined site map, guided by meticulous card sorting to optimize information flow and user experience.

In our prototyping process, we emphasized rapid iteration from low-fidelity to mid-fidelity designs, prioritizing the generation of a diverse range of concepts to efficiently narrow down our focus for testing. Our aim was to explore a wide spectrum of design possibilities within a condensed timeframe, enabling us to identify and refine the most promising solutions through iterative testing and validation.

In analyzing the before and after of the user journey, our team embarked on a meticulous exploration of the customer experience with The Edition's website. By meticulously dissecting the existing journey, we uncovered pain points and areas for improvement, ranging from unclear categorization to inconsistent visual design. Armed with these insights, we embarked on a transformative journey to enhance every touchpoint of the user experience. Through iterative design iterations and user testing, we refined the user journey, ensuring a seamless and delightful experience from discovery to purchase. The result is a reimagined user journey that reflects The Edition's commitment to luxury, elegance, and personalized service, offering customers an elevated online shopping experience that mirrors the boutique's renowned offline ambiance.

LARA KIM

PRIMARY RESEARCH

DESIGN

jiinkim1013@gmail.com

1 912-335-9003