Project Overview
The Challenge:
Fun Tees Factory’s website faces issues with T-shirt browsing efficiency and a perplexing checkout process.
The goal:
Develop a seamless website empowering customers to effortlessly browse, customize T-shirts, and experience a secure, enhanced checkout process.
The product:
Fun Tees Factory is an online custom T-shirt store that empowers customers to personalize their chosen shirts using existing templates or self-generated designs. Tailored for users aged 16 to 50, the platform delivers individualized experiences.
My role:
UX designer designing a responsive website for Fun Tees Factory.
Responsibilities:
Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, iterating on designs and responsive design.
Project duration:
4 weeks
Understanding the User
I conducted user interviews, which I turned into empathy maps to understand the target user and their needs better. I discover that my target user usually have a busy life with multiple tasks they need to finish during their job. They want to have a quick and easy way to order customized T-shirts so they can save time and make their job better.
Fun Tees Factory website has a clustered system that confused user and make it more difficult to browse T-shirts and customize them. This project was created to improve the user experience on the website.
User Pain Points
1
Navigation
The main website is clustered and busy which results in confusing navigation.
2
Security
Customizing and checking out process are difficult and insecure.
3
Interaction
Small buttons on shopping websites make item selection difficult, which sometimes leads users to make mistakes.
4
Experience
Online shopping websites don’t provide an engaging browsing experience.
Persona & Problem Statement
Problem statement:
Kate is a busy party planner who needs efficient and quick way to order and customize T-shirts because they want to be stress free and save time for other tasks.
User journey map
I created a user journey map of Kate’s experience using the site to help identify possible pain points and improvement opportunities.
Starting the Design
Sitemap
Difficulty with website navigation was a primary pain point for users, so I used that knowledge to create a sitemap. My goal here was to make strategic information architecture decisions that would improve overall website navigation. The structure I chose was designed to make things simple and easy.
Digital Wireframes
Moving from paper to digital wireframes made it easy to understand how the redesign could help address user pain points and improve the user experience.
Prioritizing useful button locations and visual element placement on the home page was a key part of my strategy.
Digital wireframe screen size variations
Low-Fidelity Prototype
To create a low-fidelity prototype, I connected all of the screens involved in the primary user flow of adding an item to the cart and checking out. At this point, I had received feedback on my designs from members of my team about things like placement of buttons and page organization. I made sure to listen to their feedback, and I implemented several suggestions in places that addressed user pain points.
View Fun Tees Factory
Fun Tees Factory low-fidelity prototype
Usability Study
Refining The Design
High Fidelity Prototype
My hi-fi prototype followed the same user flow as the lo-fi prototype, and included the design changes made after the usability study, as well as several changes suggested by members of my team.
View Fun Tees Factory
high-fidelity prototype
Web page for mobile prototype
View Fun Tees Factory
mobile web page prototype
Accessibility Considerations
Accessibility Consideration
1
I used headings with different sized text for clear visual hierarchy
2
I used landmarks to help users navigate the site including users who rely on assistive technologies
3
I designed the site with tilt text available on each page for smooth screen reader access
Going Forward
Takeaways
Impact:
Our target users shared that the design was intuitive to navigate through, more engaging with the images, and demonstrated a clear visual hierarchy.
What I learned:
I learned that even a small design change can have a huge impact on the user experience. The most important takeaway for me is to always focus on the real needs of the user when coming up with design ideas and solutions.
Next steps
1
Conduct follow-up usability testing on the new website
2
Identify any additional areas of need and ideate on new features
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