Acumen IDEO

Overview

Based on the Frameology UX Research study, they developed concept sketches, various wireframes and conducted usability tests with prototypes for the redesign of the website.

Concept Sketching

There were 3 major changes to the user journey and funcional features:


   1. Homepage: added a button called “Upload Photo” next to “Shop Frames” button, so users could visualize their photo in a frame faster 
   2. Shop page: included features to help users to find frames (filters)
   3. Builder page: included features for browsing and customizing 

User Journey 1

Upload photo > Browse frames

User Journey 2

Browse Frames > Upload Photos

Paper Sketches

Challenges

The main challenge was to simplify the web application on the Builder Page (page that shows photo on a frame) and keep browsing & customization features above the fold. It was important to have those features at the top of the page because users weren’t seeing content that was below the fold on the current website. Also, it was important for users to see similar frames, return to previous products, change frame size and photo. On the other hand, showing many features was overwhelming.

The solution was to create a box with tabs for the 4 main features. For other customization features like “Add mat”, “Change color”, “Zoom in & out”, I created small icons near the frame.

Problem Statement

Users want to see their photos on a frame in order to choose what frame matches better. Thus, the goal was move people fast to the builder page (web app that allows to upload photos in frames) and keep the global navigation short. The global navigation will have only Shop, Story, Help, Sign in, Cart. At the homepage, we will show 2 local navigations above the fold: a button to upload a photo and another for the shop page.

Hypothesis

It was important to give local navigation for gift wrapping, low price for shipping and “Refer a friend” at the checkout process.

Solution

It was important to give local navigation for gift wrapping, low price for shipping and “Refer a friend” at the checkout process.