Website redesign that enhanced conversion and increased traffic
is a pioneering brand known for its revolutionary 100% pure ceramic cookware, leading the charge in promoting healthy cooking habits through its extensive range of products and recipes.
There were obstacles to navigate in order to ensure the project's goals were met. The constraints that had the most significant impact on the project were:
Timeline
We had a tight deadline of 4 weeks, which was important to get the client's approval on the UX strategy and decide which parts of the design to focus on first. It was crucial to secure client buy-in and align on prioritizing the initial design phases before beginning the project.
Brand and Style Guidelines
While the company had an existing brand, a compelling new brand identity became essential to stay relevant in today's market while still embodying the essence of the company.
Client Feedback
Client resistance surfaced when proposing content changes for future pages. It was imperative to thoroughly explore the fundamental issues impacting the design and the brand's voice, fostering confidence with the client. Emphasizing an open-minded approach and staying focused on the broader project goals was strongly encouraged throughout the entire process.
Platform
While Shopify offers a customizable commerce platform, it does have inherent limitations that designers need to consider. I consistently communicated with the Lead Engineer to establish realistic expectations to prevent unnecessary spending on designs that might strain the client's budget.
Pinpoint key weaknesses to fortify both their brand and website, strategically overcoming the hurdles of an underwhelming online presence. By gathering data from research and analyzing behavioral patterns in past testing results, insights can shape a proactive UX strategy. This approach targets the most crucial areas of improvement with clarity.
The implementation of a lean UX approach streamlined the redesign of the website by fostering rapid iteration and continuous feedback loops. This methodology prioritized user feedback and data, allowing for efficient adjustments to design elements and features, ultimately enhancing the user experience and optimizing the website's performance.
Mid-fi wireframes of core pages were designed to provide a clearer understanding of the user flow and interaction patterns, enabling better visualization of the website's design coherence before moving to high-fidelity prototypes. The three core pages were the landing page, product detail page, and the filter (e.g. input fields and item categorization).
Revamp the website through a strategic redesign that elevates its visual appeal and attracts more traffic from existing and potential customers. Highlighting the health benefits of non-stick ceramic cookware, aiming to craft a transformative online presence that resonates with the essence of the brand.
• During research, it was revealed that actual competitors extended beyond ceramic cookware to include all non-stick cookware. This insight significantly influenced the development of the new brand identity and the wireframing of core pages, guiding the strategy in a more effective direction.
• Juggling design concepts to align with both brand identity and user requirements presented challenges. Necessary trade-offs for practical considerations were unavoidable, particularly when tasked with redesigning numerous pages within a constrained timeframe. This occasionally led to heightened or unrealistic expectations and the potential risk of accumulating design and technical debt.
• Constraints offered the benefit of increasing productivity by pushing me to accomplish more in less time. It served as a focal point, helping refine the project's vision.
Overall, I enjoyed implementing a streamlined UX process and leading the creative direction of the project. Being a part of Xtrema's new chapter and getting the necessary support from the team at Prismfly during the entire process was particularly fulfilling.
