hill city

lead ux designer and researcher, ui designer, visual designer

to redesign, enhance and implement new features to the online shopping experience to create a more positive and comfortable experience for all users of the hill city brand.

CONTEXT

responsibilities: user research, user interviews, usability testing, wireframing, personas and prototyping.
‍the problem: there are certain features missing from many online retailers that alienate and upset customers.‍

RESEARCH

the typical user is between the ages of 18-35, and most users are college aged to early career professionals. I conducted user interviews, which I then turned into empathy maps to understand the target users and their needs. I discovered many target users treat online shopping as a fun and relaxing activity when they need a break from school or work. however, many shopping websites are overwhelming, confusing to navigate and leave some users feeling underrepresented. this caused a once enjoyable activity to become challenging.

once the information architecture was established, i created a sitemap to visually organize the site.

PERSONAS & JOURNEY MAP

the user group confirmed initial assumptions about users shopping for clothes online, but research also revealed that sizing was not the only factor behind this idea. other user problems included difficulty seeing stock options, lack of size inclusivity, not being able to see the clothes on a similar body type, and clear and concise product information.

persona 1

persona 2

journey map from one of the personas using the prototype

initial desktop paper wireframes for the redesign. each of the designs, both desktop and mobile, have stars highlighting certain elements that will be incorporated into the next stage of design

initial mobile paper wireframes for the redesign before moving to digital wireframes

USER TESTING

i also conducted an unmoderated usability study, remotely, with several participants with the goal of going through the prototype with certain predetermined questions and instructions to make the most of their participation. the main findings uncovered were: users weren’t seeing any confirmation of an item added to cart, users wanted more functionality throughout the website, and users wanted an easy to use and fast checkout option.

with accessibility in mind, i used headings with various sized text to demonstrate a clear visual hierarchy, breadcrumbs on the product pages to help users navigate the site, and designed the site with alt text available on each page for smooth screen reader access. i also added a toggle in the footer to switch to a higher contrast option on the website to make important information more easily distinguishable, to help those with low vision or photosensitivity, and to curb user frustration and decreased engagement.

https://vimeo.com/909928139

results from the usability study

FINAL UI

context personas & journey map user testing
final UI