Meraki Design House
High-fidelity and iterations
OVERVIEWFinal Designs
Meraki Design HouseMeraki Design House, based in Toronto, Canada, offers one-of-a-kind leather flats, and accessories to women with colorful tastesOne of our final projects at General Assembly included a real-life client where my team and I worked collaboratively as well as handling our own individual assignments.
ChallengeMeraki’s website metrics showed that many users abandoned their cart during their shopping process.
OutcomeWe delivered a redesigned shopping experience to accomodate pain points that we discovered in our user research. The owner of Meraki Design adapted our final redesigns to her website.
My roleUser Experience DesignerUser Interface DesignerProject ManagerTimelineNov 2020 to Dec 2020ToolsFigmaWhimsicalZoomTeamJoyce TsunekawaMijin KwonStephanie Spiegel
EXPLORING MERAKI
Why do people abandon carts?Ten frequent online shoppers were interviewed to reveal the frustrations and confidences that they experience during their online shopping. These online shoppers included careful critics to spontaneous shoppers who shop from small local shops and corporate businesses. Despite their differences, these were overlapping concerns and priorities when it came to online shopping:Usability test learningsUsability tests were conducted on the current site to understand the experience of browsing and purchasing a pair of shoes.Friction that cause shoppers to hesitate to purchase:
- Lack of information about the business
- Challenge with navigating the site
- Confusion with menu wording
- Unable to narrow their search
- Concerns about finding sizing and shipping/return information
What are our competitors doing?We observed Steve Madden, Toms, Theo Chocolate, and Anthropologie. They were all very different businesses, but they had three things in common:
- Easily navigatable categories
- Clarity in offered products
- Communicating business values
CLARIFYING PAINPOINTS & GOALS
What is the problem?People who land on the Meraki Design House abandon the site due to a lack of business information, values, and product details on the landing page.Let's clear some goals
Business: Increase conversion rate by engaging first-time usersUser: Find shoes that fit their taste through a pleasant and effortless shopping experience, knowing that Meraki Design House is a trustworthy site and a businessWhat is our solution hypothesis?
Motivate first-time users to shop on Meraki website by providing clear ontology for menu options, communicating Meraki’s missions and goals, and creating a more efficient way to narrow down their shoe searching experience.DESIGN PROCESS
Design StudioFINAL DESIGNS
What's new, different, and why?
Landing page
Shop
Product Details
FINAL DESIGNS
WHAT I LEARNED
Balance the voicesEven with three people on our team, we had three very different personalities and work styles. It was one of the first things that I realized, and I prioritized ensuring that everyone’s thought processes, creative ideas, and inputs were all heard throughout our collaborations. In my musical career and classroom teachings, I have witnessed more assertive personalities and/or more outspoken people sharing their ideas. This led to missed opportunities and an unhealthy work/learning environment. I facilitated our group meetings to stay balanced so that all thoughts were heard and discussed equally. This resulted in our group members feeling safe, expressed and helped me continue to believe in the importance of balancing the voices.
What really happenedOur team was thorough with our future plans and upcoming events, and they held us accountable and guided us with delegating responsibilities. But now that I look back, we don’t have many records of what we ended up doing. We had to make some adjustments along the way due to some constraints and learnings from those necessary adjustments. A retrospective summary could be useful to improve teamwork and collaborative skills for future group projects.
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