PROJECT GOALS
Create a streamlined and modern shopping experience from web to mobile making Norman & Jules distinctive within their market and to their target audience. Re-design the site to be more user friendly in order to build brand loyalty and increase conversions. Connect the online store experience, new look and feel, with their existing brick and mortar location in Brooklyn.
DESIGN PROCESS
The first step was an audit of the current site to identify opportunities to engage customers and make their shopping experience easier and more enjoyable. Through discussions with friends, family, and the client, I was able to uncover three types of customers and their needs-- the Regular, The Rookie, and the Tourist. User stories were presented to the client to validate their customer base. These user personas drove the architecture of the site, content, and design solutions. Functional improvements to the online shop included updates to search and filtering tools, a guided shopping experience with curated groupings of items, cleaner organization and layout, product recommendations, and a simplified checkout.
