FOLD GALLERY la E-commerce website redesigning
Summary
The FOLD Gallery is an Art Gallery in Downtown Los Angeles that also sells vintage and handmade goods. Their website does not allow for online purchases and does not contain a product catalog or related product information. The objective for this project was using UX skills and tools to create an efficient e-commerce site that also promotes users to visit onsite.
Role UX/UI Designer
Time Frame 2 weeks
Plat Form Web
Tools Figma / Google Slides
DISCOVER &RESEARCH
Heuristic Evaluation
I began my research with a Heuristic Evaluation of Fold's current website to identify usability problems in their navigation. My review found three primary pain points: (1) The location of the site's global navigation was located on the bottom of the screen with no contrast with the background, (2) handmade products lacked images, and (3) there was no reservation system to support their in-person pick-up of purchases.
The Five Whys
I utilized 'The Five Whys' exercise to define the core purpose of Fold's gallery: Helping LA artists & artisan communities by giving them an online platform to both lead users to their work at Fold gallery as well as provide them with a channel to sell their handmade goods.
User Persona
Based on my Heuristic Evaluation, I created a user persona which identified the goals and motivations of a potential user: Cynthia- she enjoys discovering handmade items in the city, but due to time constraints, is unable to always visit stores in-person. Understanding Cynthia's frustrations and needs, I was able to focus on building a solution and not just a website.
DEFINE &SYNTHESIZE
Card Sorting
The next step was to apply my research findings into my design; after conducting a few open card sorts, I brought down the existing primary navigation from 8 items to 6. To ensure that my re-labeled navigation is intuitive and clear, I also conducted a final closed card sort.
Site Mapping
In an effort to minimize information density for the users, I created a site map of the current site which gave me an overview of which areas I could consolidate or remove, as well as areas where I could add features (my redesigned site map on the right).
CURRENT
NEW
User Flow
Informed by my re-designed site map and my user persona, I created a user flow of the check-out process of Handmade products.
