GOALS

Create a streamlined and modern shopping experience from web to mobile making Norman & Jules distinctive within their market and to their target audience. Re-design the site to be more user friendly in order to build brand loyalty and increase conversions. Connect the online store experience — the new look and feel of their digital brand— with their existing brick and mortar location in Brooklyn.

TEAM

My Role: UX designer, strategist, researcher | Visual Design: Nick Selby Creative Lead: Ned Wallroth | Agency: Amalgam Co

DESIGN Solutions

  • Ease of use for customers to filter for products

  • Global search to quickly identify products

  • Surface related or recommended products

  • A guided shopping experience with curated groupings of related items. 

  • Improve visibility of items in the shopping cart. 

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USER Mindsets

I identified 3 types of customer mindsets and their needs to design the site around-- local customers, the gift giver, and international customers. Through short discussions with friends and family, I was able to understand the online shopping experience for children's toys, clothes, and accessories. User stories were presented to the client to validate their customer base. 

Strategy and Build

Design recommendations were presented taking into account business requirements, project timeline and scope, and the technical capabilities of the client's e-commerce platform, Lightspeed (later Big Commerce). 

 
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