/ About
Project overview
The PCASKINDTC site project aimed to transform an outdated e-commerce platform into a modern, user-centric experience. As a UX consultant, I collaborated with Gorilla Group, the agency responsible for developing the site, to ensure that our design decisions were grounded in comprehensive user research and best practices. The updated site, built on Shopify, provides an intuitive and engaging shopping experience that aligns with contemporary user expectations.
/ Opportunities
Identifying key issues
The existing PCASKIN® site was outdated and not user-centric, leading to a subpar user experience and potentially hindering sales. Our goal was to revamp the site to be more visually appealing, easier to navigate, and aligned with the needs and behaviors of its users. By addressing these issues, we aimed to enhance user satisfaction and increase conversion rates.
/ Roles
Key responsibilities
Alex D'Romero
UX Designer
- PCASKIN® Brand keeper
- UX Communication Bridge between GG and PCASKIN®
- User insights facilitator
- Wireframing/ Visual Design
Gorilla Group
Design/Development Team
- Collect PCASKIN® user data
- Workshop with stakeholders
- Wireframing/ Visual Design
- Development
/ Timeline
Milestones
The project spanned 12 months, with a distinct focus on design/development and testing. Initially, we conducted a brief but intensive research phase to gather essential user data and insights. This phase included workshops, empathy mapping, card sorting, and creating user personas.
Following the research, the majority of the timeline was dedicated to building the site. We went through several iterative wireframe sprints, continuously refining the design based on user feedback and stakeholder input. The high-fidelity prototype was developed in Figma and extensively tested to ensure functionality, usability, and a seamless user experience. The final phase involved close collaboration with Gorilla Group to implement the design on Shopify, ensuring that the end product met all user and business requirements.
Following the research, the majority of the timeline was dedicated to building the site. We went through several iterative wireframe sprints, continuously refining the design based on user feedback and stakeholder input. The high-fidelity prototype was developed in Figma and extensively tested to ensure functionality, usability, and a seamless user experience. The final phase involved close collaboration with Gorilla Group to implement the design on Shopify, ensuring that the end product met all user and business requirements.
/ UX
Research
To build a user-centric site, we conducted extensive UX research using Optimal Workshop, a suite of tools for gathering user insights. We utilized Optimal Workshop to perform various research activities, including card sorting and tree testing, which helped us understand how users group information and navigate the site.
We organized several workshops to gather both qualitative and quantitative data. These included an empathy mapping workshop with stakeholders to understand user emotions and experiences, and card sorting exercises with stakeholders to determine the most intuitive way to organize the site’s navigation.
In addition to these activities, we built detailed user personas based on data from these workshops and insights gathered from the customer service database. This database provided valuable information on user pain points and needs, which we used to inform our design decisions. This comprehensive approach ensured that the final product was aligned with user expectations and provided an optimal user experience.
We organized several workshops to gather both qualitative and quantitative data. These included an empathy mapping workshop with stakeholders to understand user emotions and experiences, and card sorting exercises with stakeholders to determine the most intuitive way to organize the site’s navigation.
In addition to these activities, we built detailed user personas based on data from these workshops and insights gathered from the customer service database. This database provided valuable information on user pain points and needs, which we used to inform our design decisions. This comprehensive approach ensured that the final product was aligned with user expectations and provided an optimal user experience.
/ UX
Information architecture
Utilizing card sorting, we established an intuitive hierarchy for the navigation and site content, ensuring optimal user accessibility and organization.
/ UX
Wireframing sprints
/ UI
Digital styleguide
/ UI
Final designs
/ Next steps
Site management
Adopting a continuous user-first approach internally with standard UX processes like user testing, UX research, and user data management will promote a healthier user experience and increase conversion on the site.