The design decision process

1) A functioning team - finding strengths and weaknesses - building trust with our users and stakeholders

2) using PERSONAS and Best Practice UX PRINCIPLES to take our decisions

Card Sort

• Ideas from the whole team

• Collaborative process with feedback

• 2 options:

• boys/girls & summer/winter

• boys/girls & tops/bottoms/accessories

Defining categories for TrueSpirit site navigation

Site Maps & User flows

• We have considered all of the user flows to have a well structured site map

• All ideas as team, then refined individually

Reviewing Personas

• Referred back to all 3 personas at each step

• What we’d like to continue working on : Building out the personas (not as much )

Extra work required:

Building out the personas as much as possible

Rough Sketches !

• Setting out ideas on paper.

• Keeping the funnel wide

• As many options as possible were considered

Refining and decisions• We were able to

find better results as we could merge many ideas into one.

• Then drew larger, more detailed sketches for consideration

• Considered and chose those that best fit the personas

Wireframing & Prototyping

• Discussed as a team

• Created first versions (low fidelity) individually in Omnigraffle

• Reviewed as a team

• Finalised as a team in Omnigraffle

Lesson 1:

More refining of wireframes and process = less time to prototype

Lesson2:

Know what we are setting up our wireframes for

How the group arrived at the final decision?

Review

Discuss problem

Rough ideas

Final design

Navigation iterating

Product page iterating

Product page iteration

Home Page iterating

• Brand look&feel

• business needs: sales

• show prices and comparison with sale

• quality and care

• easy returns

The result:

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Imagine the site

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Imagine the siteHome page Mock-up

• We expect picture to zoom.. but user expected to go to details page

• One user would have saved his profile if it didn’t include credit card

• User went to sales button to find polo shirt rather than top navigation bar. (we could perhaps re-do these links to boys and girls).

• One user said he’d prefer just to use images rather than navigation menus

• 2/3 users could not find the alternative views (eg gallery vs list).

• Check out works well!

User Testing (key findings)

Q&A

Thanks