UX/UI - Crabtree & Evelyn Concept
Deliverables: Project Slides and Prototype
This was an individual experience design project which allowed me to put myself in every role of the design process. My responsibilities range from client and user research, to experience design, to UX/UI design for the prototype.
The project’s goal was to create a compelling digital brand experience for Crabtree & Evelyn. I proposed a redesign of Crabtree & Evelyn’s online shopping platforms, with a focus on emphasizing the uniqueness of the natural ingredients, which is a key focus of the company’s brand. I created a retail experience which aims to provide the customer with more information and transparency, while infusing the brand values into the platform.
Skillset: Interaction Design, Experience Design, Prototyper, UX Design, Motion Design
Tools: Axure Wireframing, Illustrator, Photoshop
Discovery
Research Insights
I began by looking at how technology has changed the way people behave and how traditional retail sores have changed to adapt new technology. Here were some of the trends I found:
Enhancing Real Life
The convenience and immediacy of online shopping such as access to product information, reviews and opinions has left customers wanting businesses to extend that to a physical retail location
Transparency in Branding
Customers have more information at their fingertips then ever before and transparency and honesty is very important to companies hoping to cultivate a good community in it’s clients.
Telling a Story
People are looking for a story and pedigree behind the products they are buying. Companies can weave a bigger story for their products by romancing it, showing where it came from, the people who farmed it, the story behind the farmer.
Analysis
Strengths
High quality goods
Strong in-store service
High pedigree, strong brand history
Weaknesses
Lack of differentiation
Losing marketing share
Weak online retail
Lack of service extension
Opportunities
Digital experiences
beyond store/purchase
Emerging online markets
Service expansion
Threats
Niche stores
Online shopping
Economic slowdown
Competition margins
Product substitution
Process
Sketching
Many sketches were drawn up to explore content requirements, visual layout, and functionality. Long hours were spent drawing up and redrawing the process and changes as they came up.
Refining my sketches lead to wireframes that allow me to start mapping out interactions and screen motion. This allowed me to clarify the necessary user interactions, feedback, and visual hierarchy. This process allowed me to do some quick user tests to see where there might be pain points or unclear interactions.
After finalizing my wireframes, I produced initial visual designs using Axure software to prototype and test interactions, user flows and behaviors. This allowed me to showcase my designs more clearly, and allowed me to quickly make new iterations and refinements where needed.
