Progress Hardware is a local storefront in San Francisco in need of an e-commerce experience that parallels the high level of service and community involvement they have established as a brick and mortar shop in the Sunset.
My design challenge was to create a streamlined e-commerce shopping experience that would cater to the needs of three customer types :
PROFESSIONALS & CONTRACTORS
FIRST TIME & SINGLE TIME CUSTOMERS
REWARD RETURN + FREQUENT USERS
ENCOURAGE COMMUNITY PARTICIPATION
ALLOW USERS TO CUSTOMIZE THEIR SHOPPING EXPERIENCE
STRENGTHEN THE STORES BRAND IDENTITY AS A RELIABLE LOCAL HARDWARE STORE
PROJECT | GA Design Challenge
TYPE | Ecommerce for Web
Solo Design Project
TIMELINE | Two Week Sprint
User & Site Flows
THOMAS | SINGLE TIME VISITOR | FIRST TIME USER
SCENARIO : LOOKING FOR GIFT FOR A HOBBYIST
LISA | DIY HOBBYIST | FREQUENT USER
SCENARIO : PLACES FREQUENT NEW ORDERS FOR HER OWN PROJECTS
ANDY | PROFESSIONAL | SUPER USER
SCENARIO : PLACES FREQUENT RE-ORDERS AT HIGH VOLUMES TO MULTIPLE ADDRESSES
I analyzed competitive platforms for hardware stores as well as local shops who have successfully transferred specialized storefront experiences to the web.
Using my findings, I developed a list of features and methods to employ within my design.
I conducted multiple card sorts with a variety of user types to create a strategy for categorizing store items.
My insights lead me to prioritize a cross-hatch approach to categorizing items so that items could be found through multiple routes. I applied the different logical approaches that I observed in my various user tests to solve for multiple search approaches.
I developed these user flows as my first step in designing the site architecture.
For each user, I envisioned a path through a typical shopping experience as mapped above.
This process greatly informed the design of my wireframes.
This prototype is the result of multiple iterations that reflect changes I made as a result of user testing feedback.
Users were asked to take paths to navigate this platform, following the flows above, while approaching the online shopping experience with different goals and mindsets in addition to their own habits and expectations.
- create incentives to post projects
- clearer calls to action in ordering process
- create incentives to review items
- clearer access to customer service
- social hiring
- clean interface
- Streamlined checkout
- community contribution
Elevate community involvement by thoroughly integrating social interactions in the shopping experience.
Incentivize participation in the social aspect of the site by emphasizing successful projects.
Reduce information fatigue by nesting all product information behind subject titles + expand icons.
Visualize progress for checkout screens and for social posts.
Clarify calls to action through visual design.
This design goes beyond the traditional e-commerce experience by creating new support for the community while simultaneously creating accessibility to items andinformation within an online store.
Products are seamlessly endorsed by members of the community through a new social channel, building in new voices to guide shoppers to reliable products.
Customers are encouraged and rewarded for sharing and advertising their skills, which increases opportunities for growth of individual businesses and delightful exchanges.
In the future, optimizing this platform for mobile use would be an important step forward as a means of reaching users on the go and creating further convenience for professionals.
Hosting events in-store would further support the social network and combine the online experience with hands on, in-person interactions within the storefront itself.