Case Study - Hoang
Dr Hoang had expanded her practice into writing books and wanted to start a holistic e-commerce store. Her current website didn't meet her new objectives nor the needs of the category of users targeted.
Defining the Challenge
The website needed a deep reorganization of content,
a work on the redefinition of the purpose, and a minimalistic design, which would better serve the user and create conversion.
Who are the users?
The main part of users are families, parents of children, infants ; as well as adults suffering from years lasting complex pain - like trauma injury.
I was brought on this project
as user experience designer,
information architect, user interface designer and
I conducted a heuristic evaluation, and used the results to compare the main competitors in the field of holistic pediatrics in the same city.
I prepared a general question survey and interviewed 9 people (using SurveyMonkey).
The potential target consumers were asked 13 questions, on their family's health choices/habits, along with very precise questions regarding the quality of their user experience on the current website.
Using the information gathered with the survey results, I created 3 different personas that represented the "typical" user and helped guide my UX decisions.
User Flow / Scenarios
I imagined different scenarios for the 3 personas, and observed what steps needed to be taken to reach the goal. The information provided by these user flows /journey maps helped determine what needed to be done to improve the general experience.
Site Map / IA
The information architecture of the website has been deeply modified. The content has been
divided in a several important sections, noticeably were created the e-commerce/store pages (for the books and for the holistic products), now representing an entire section of the website.
Prototyping / sketches
After the research steps, I started working on prototyping. Drawing many sketches, in order to explore various layout possibilities, and exposing the structure of the website through connected elements/pages.
Using sketch, I created wireframes, focusing on space allocation, prioritization of content, functionalities available, and intended behaviors.