du Fotograph
Product goal
Target Audience
Individual Role
Problem statement
Breaking down the design process
quantitive research
To be able to gain a high level understanding of the industry, I began the project by undertaking a high-level desktop study of the state of the industry and its approach to digital elements. Research highlighted an increased interest in vineyards and the processes behind them. However, it also indicated a reluctance to adapt to the digital age.
Competitive audit
Progressing into a competitor audit enabled me to get an understanding of those in the industry and how they utilise the digital age. The client brought several of these to my attention, giving me an insight to their product vision. Identifying additional opportunities that could help push the boundaries of the existing website, which came to me in its infancy, unable to utilise its brand identity that they were working to establish.
PERSONAs
Information Architecture
Following a top-down approach, the product focuses the primary function of the ordering process and looks at how secondary uses can be interjected to support the user journey. The sitemap demonstrates the series of decisions made by the users to complete the primary task. Further complicated by the need to inform and supplement the users along the process, so they can understand the context behind their decisions.
Wireframing
Wireframe proposals we initially sketched by hand to get key stakeholder feedback and initial client buy-in to the website overhaul. Primarily focusing on ways to bring in the brand identity and break up the heavy reliance on text. The design then progressed into a low-fidelity prototype to get a better understanding of how the user flow would work and identify the connections between the supporting elements with the primary user flow.
Research Overview
Remote unmoderated usability study, completing a series of prompts within the low-fidelity prototype, identifying pain points and experimenting with the primary user flow. To understand the navigation through the ordering process and determine how users complete a series of tasks on both a laptop and mobile device. Effectiveness was measured by comparison of completion rate and time to completion.
Insight 1
Insight 2
Insight 3
Style guide
Lessons Learnt
Continuing my personal self-development working on a freelance basis, engaging with a live product and managing stakeholder expectations as the project developed. Further fueling my passion for product design, it was interesting to adapt my approach to a brand outside of the technology space entirely and solely focus on the process, from capturing the user’s perspective through to sales. Adapting a traditional business to the world of e-commerce.
