seven hills running shop e-commerce redesign
Good UX is like a good race. You hit the starting line (research), next comes the middle where acceleration (synthesis and ideation) come into play, and finally you finish with a strong kick (product creation).
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client
Seven Hills Running Shop
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My role
UX/UI Designer
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timeline
8 weeks
The challenge
more than a makeover
The goal of this project was to take an existing e-commerce site for Seven Hills Running Shop, a specialty running store based in Seattle Washington, and elevate it’s performance for improved user satisfaction and increase online sales revenue.
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Make the user experience fun
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Update the visual design
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Make it accessible
The starting line
evaluating the exsisting site
We chose to start our research by doing a heuristic evaluation of the existing site as well as usability tests to create a plan of action for the redesign.
Heuristic Chart
Heuristics found 9 major problems within the site including no path to completion and not accessible for color-blindness
usability testing
Putting the current website in front of users yielded valuable insights and feedback.
“this site feels like a scam”
3 0ut of 3 users left the site within 3 minutes because they where unable to complete the task
“There are too many words and not enough pictures”
speaking of users,
who is ours?
Bio
Sex: Female
Age: 36
Location: Seattle, WA
Job: Hairstylist
User Persona
Rosie
About
Rosie is an avid runner. She enjoys running outdoors as well as doing a variety of indoor workouts 6-7 days a week. She uses ChatGPT as well as Nike Run Club App to help with workouts and meal prep. She is frequently buying new athletic wear and shoes, but it is not her favorite thing to buy. She is loyal to her tried and true brands. She is willing to try out new brands, but will to research first, or will ask for recommendations from colleagues or professionals. She cares about how her workout gear affects athletic performance and also how it looks.
Brands
Nike Paragon Lululemon
Hoka Brooks New Balance
Needs and Goals
Needs professional recommendations in order to try new brands
Needs specific shoes for different types of workouts
would like to have a more engaging and fun online shopping for athletic shoes; similar to an in-store experience
Frustrations
Having to try on many pairs of shoes to find the right look and fir
Having to go into a store the receive qualified recommendations
if the shoe doesn’t fit correctly it can adversely affect my workout and cause injury
I like shopping in person, but find better prices and selection online
Acceleration
Problem statement
The avid runner works out 6-7 times a week doing a variety of indoor workouts as well as running outdoors. Due to all of this activity they buy new shoes frequently. It is not their favorite thing to shop for because they have specific foot issues that make finding the right fit in shoes difficult and time consuming. They seek out professional advice and research before they will try something new. They care about their workout shoes because the right fit will help their performance and prevent injuries.
The avid runner needs a way to shop for shoes that will give they peak performance, expert advice, avoid injury, look and feel good while running, and finally have a fun shopping experience.
How might we?
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help make finding the right pair of shoes faster?
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make finding the right fit easier?
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Offer professional advice?
solution statement
Sevenhillsrunningshop.com provides a fun and comprehensive shopping experience for the avid runner. They offer on-demand virtual chat with an expert and well as virtual try-on. Filtering options help speed up the search process.
In addition the site offers thorough descriptions with verified customer reviews. This insures the correct look and fit considering all aspects of the runners feet to provide products the allow for peak performance, avoidance of injuries, desired look during workouts.
And finally a fun online shopping experience.
ideation begins with pen and paper
product page
shopping cart
homepage
Once the ideas were sketched out it was time to move into Figma and create a low-fidelity prototype to put into the users hands to gain feedback.
Moving into pixels
usability test findings
Three out of Four users were able to complete the task using the direct path.
100% success rate on completion of task given.
86.6% misclick rate.
Heat map show the users preferred path to completion.
the kick
Final product
Next Steps
Continue to create additional pages for the site
Finish design guide and implement it throughout products
Conduct additional usability tests to gain feedback