Playground
Creative exploration
Client
Creative
Overview
I find creativity in the physical world translates into the digital sphere. Oil-painting, illustration and water colour are my preferred mediums.
Role
Creator
Responsibilities
Exploration
Collaborators
Inspired by people and places
Delving into the Process:
Insights gathered from user research enabled me to define "How Might We" Statements which served as a guide to creative problem-solving in the ideation stage.
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Having sketched out a broad range of ideas, it was possible to design basic wireframes, which I could test out with our target users. Adopting a "design fast, fail fast" approach proved highly effective, as it allowed me to quickly identify critical design flaws, ultimately saving time and streamlining the design process.
In brief, usability testing revealed that the prototype's navigation and core functionality were effective, but users hesitated when navigating to the homepage, whilst they also pointed out ambiguous language.
Additionally, user testing highlighted the need for enhanced product details, the inclusion of a careers section, as well as sustainability information regarding the sourcing of the smoked salmon. These insights enabled me to carry the design forward.
However, just as the project was nearing completion, the team at Uig Lodge decided to change direction completely. Rather than opting for a custom build, they decided to transition the site to Shopify.
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Project Roadmap
The E-commerce Platform
Initially, I advised the Uig Lodge team on the advantages of migrating their website from WordPress to Shopify. This made sense given the small size of the Uig Lodge business and the goal to reduce overall running costs, whilst enabling the team to handle the site independently.
However, the team was hesitant to change platforms due to concerns about handling the technical aspects of Shopify, difficulties in migrating accounts, and potential loss of data analytics.
Delayed Decisions
The stakeholders decided to stick with WordPress and so I redesigned the website in Figma to accommodate their requests. However, as the design was almost completed and I was conducting usability testing on the hi-fidelity prototype, the client decided that transitioning to Shopify was indeed the best decision.
A New Direction
What's more, at this stage the stakeholders expressed their desire to target a younger demographic than their existing customer base, prompting me to revisit my designs.
Adapting to the new direction for the digital storefront, I designed three potential Shopify templates tailored for the Uig Lodge website, to enable the client to select their preferred option.
Keeping key user research findings in mind, I am now developing the rest of the Shopify website.
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