Digital Retail

Overview

This project was a part of a quick, intensive effort to reimagine a company’s in-store and online customer experience. During this effort, I served as a UX/UI Designer on a small team comprised of a Design Lead, Business Analyst, and Project Lead.

Tools

• Sketch

• InVision

Process

analysis: Because this engagement had a quick turnaround, I started by analyzing the company’s current web experience to identify high-level areas of improvement. Afterwards, I carried out a comparative analysis to explore the user experience of similar competitors.

design: After identifying areas of improvement and enhancement (upfront delineation of specific user journey based on business type, more streamlined access to key access points, surfacing touch points connecting digital and in-store experience, refreshed aesthetic) along with collaborating with the Design Lead, I sketched initial wireframes, moved to wireframing in Sketch, and continued refining through additional iterations as I received feedback. Once wireframes were decided upon, I began integrating the visual design, which incorporated the company’s brand elements along with new design patterns to push the boundaries of their existing experience.

prototype: The final experience involved a clickable prototype created through InVision and video demo created through Adobe After Effects, which was used for discussions with the major retail client in moving forward with aligning on a full product vision.