THE PROBLEM
Kendra Scott's current site navigation and architecture did not provide an intuitive shopping experience and a clear path to purchase. Their backend platform, Magento was unable to accommodate the number of visitors to the site and the volume of sales.
By migrating to DemandWare, we could simultaneously improve the shopping experience and engage even more customers. The one-of-kind in-store experience, Kendra's story, and her commitment to fashion, family and philanthropy all are unique to the brand. It was imperative to bridge the store experience with the digital space.
As a personal challenge, I was new to the DemandWare/Site Genesis platform. I was learning on the fly about the out-of-the-box capabilities and technical limitations of the software through each design sprint.
Roles: UX, IA, strategy, content | Visual Design: Lyndsey Jimenez | Lead Experience Designer: Stormi Knight | Agency: Optaros/MRM McCann
BACKGROUND
Kendra Scott is both a person and jewelry company based out of Austin, TX. The brand has grown to carry 10,000 products and $1 million in sales, now known for it's cult like following and wide customer base. The pieces incorporate natural stones and custom-designed shapes. Customers can design their own jewelry making it unique and personal to them and their style. Kendra is also a philanthropist and giving back to the community is a big part of the brand.
MY ROLE + Tasks
As UX designer, I owned the end to end process from low-fidelity mockups to visual comps. Throughout the work, I collaborated with a lead experience designer, visual designer, project manager, and overseas technical team. My deliverables included wireframes, interactive prototypes, design concepts for the homepage and inspiration pages, in addition to content strategy.
GOALS
Streamline the cart and checkout process for customers that allows for quick and easy editing of product details. Make informed design recommendations based on the technical requirements and capabilities of DemandWare. Determine what is an out of the box solution and where to customize the experience to fit the needs of the client, all while staying in scope of business requirements and timeline.