A Redesign Walkthrough UXDI Project 2 Justin McFarlane

What’s the Problem? … Well...Too many choices, the internet is overwhelming. All clients aren’t tech savvy. Assuming that, is, the problem.

Solution! How can we innovate ease and simplicity?

Deliberation

Book Culture.com

Book Court.com

McNally Jackson.com

Businesses carve out space by being rare and available in a shrinking market.

Competitive Research Summary

Competitor 1 Book Culture

WIthin 5 clicks, user’s checking out. We can get that down to 3.

They care about wide array of diverse assortment; so do we.

They carved out a niche for themselves in a shrinking market; so did we.

Competitor 1 Book Culture

Within 5 clicks, user’s checking out. We can get that down to 3.

They care about wide array of diverse assortment; so do we.

They carved out a niche for themselves in a shrinking market; so did we.

Competitor 2 BookCourt

WIthin 5 clicks, user’s checking out. We can get that down to 3.

They care about wide array of diverse assortment; so do we.

They carved out a niche for themselves in a shrinking market; so did we.

Must create an account before checking out.. another password to remember.

Annoying. Typical. I just want to buy and run, and never return.

They’re trying to build a relationship, and this is just a one-buy stand. We understand buys on the fly.

Competitor 2 BookCourt

Within 5 clicks, user’s checking out. We can get that down to 3.

They care about wide array of diverse assortment; so do we.

They carved out a niche for themselves in a shrinking market; so did we.

Must create an account before checking out.. another password to remember.

Annoying. Typical. I just want to buy and run, and never return.

They’re trying to build a relationship, and this is just a one-buy stand. We {at The Strand} understand buys on the fly. Forced sign ups is like a Stage 5 Clinger.. and no one likes a stage 5 clinger.

Competitor 3 McNally Jackson

WIthin 5 clicks, user’s checking out. We can get that down to 3.

They care about wide array of diverse assortment; so do we.

They carved out a niche for themselves in a shrinking market; so did we.

Must provide email to checkout at least, or have an account already. Easier, but it halts the process a bit.

Annoying. Typical. I just want to buy and run, and never return.

Competitor 3 McNally Jackson

Within 5 clicks, user’s checking out. We can get that down to 3.

They care about wide array of diverse assortment; so do we.

They carved out a niche for themselves in a shrinking market; so did we.

Must provide email to checkout at least, or have an account already. Easier, but it halts the process a bit.

Annoying. Typical. I just want to buy and run, and never return.

Browsing our brand…

now becomes browsing all brands

No more: “What’s it called again?” …

Social Media shows the way

Business Overview

Edda’s User Needs-----> Solutions

Simple navbar

Fair price, shipping options

Transaction records,User based offers

Product details, and age demo signifiers

Simple navbar /dropdowns

Free shipping/ discounts,on sale/ clearance

Taboola “smart” user

Products sorted by maturity+ product bios

Edda’s Pain Points -----> Solutions

too much choice, vague product bios

recalling payment details

lonely

“magic tricks w/ unfamiliarnames”

sort result amount, thorough back stories

email confirmation

similar users aware of each other

Real name vs. industry jargon descriptor

Reward user loyalty- free shipping, perks for reviews, gift cards

Product suggestion - user gets Taboola search engine offers

Design by topic suggestion- recommends genres she hasn’t browsed in

Shipping- let her select the method of delivery

Contact options - site + email confirmation will contain company emails, shipping company contact info, email, etc.

Edda Gets Served

Info Architecture + Card Sorting + Contextual Inquiry = Testing!

Usability testing allowed me to figure out how the layout of my page would make sense to several different users.

Open sort was hectic, yet gave some trajectory into potential patterns.

The closed sort was revealing, and lucid.

Knew how to categorize content more intuitively after the closed sort.

Next Steps

● Go further in depth with the Global Nav

● Expedient return policy

●

Next Steps

● Go further in depth with the Global Nav

● Expedient return policy

●

Next Steps

● Go further in depth with the Global Nav

● Expedient return policy

●

Next Steps

Strand's Awesome New User Flow

Edda loves Strand..I love Edda..

and we BOTH love The Strand!

Strand’s Prototype Proposal

Next Steps

● Go further in depth with the Global Nav

● Allow user to view browsing history

● Do some more testing and add the trusted shopper cyber safety icons / patent

Q & A

Who needs insurance, when you’ve got quality assurance?

justmcfarlane@gmail.com

John’s User Needs-----> Solutions

Quick and lots of access to options

What’s new? What brands?

What’s cool? Wants customer loyalty

Simple navbar /dropdowns

Sort by brands and novelty + updates

Points towards purchase for reviews

John’s Pain Points-----> Solutions

Lack of product reviews

lack of navbar ease of use

Costly shipping ,return policy

unfamiliar seller distrust

Staff, readers, authors describe

Simple navbar- no breadcrumbs

Checkout denotes retailer w/ seller history, ratings, reviews

Trust + Love is set - logs on to a greeting, updates, personal review list, earns points for reviewing

New in the know - gets access to new releases early for reserving

Shipping made easy- 90 days w/ receipt, mail it back

Who likes it? Who hates it? - reviews link users to each other’s profiles

John Gets Served

Dexter’s User Needs-----> Solutions

Mobile purchase option; write reviews

Regular new product updates

Fast shipping

Knowledge of product inventory and authority

Can rate service, and satisfaction w/ thumbs +/-

Recommended for you list

Expedited shipping