ux case study

HIGHTIDE DOWNTOWN LOS ANGELES

Japanese Inspired Stationary

website redesign

Design challenge

An e-commerce Redesign focused on Information Architecture to help users feel that in-store joy online. Making browsing an adventurous experience that permits guilt-free indulgence and encourages impulse purchases online

What is HIGHTIDE DOWNTOWN LOS ANGELES?

Hightide Store dtla is inspired by a local stationery store that existed near a school in Japan 
Daily essentials from Japanese makers & more artists, for office, to school, to home; from utility cases to playful stickers & everything you need in between.
Miro 
Figma
Figjam 
ChatGpt
Adobe Suite

Tools

Role

UX Design
Interface Design

deliverable

Website Redesign

Year

team

Fall 2023 
2 Week Sprint  
Solo

SOLUTION

To recreate the in-store joy & impulse buying online, we need an immersive browsing experience by telling stories of artists and showcasing their creations on the landing page like a curated gallery experience
We can efficiently inform our user of our core product ensuring a seamless browsing experience by organizing and labeling our website thoughtfully which our redesigned, intuitive sitemap and landing page will provide

problem 

Users enjoy browsing in stationery stores, finding it an adventurous experience that permits guilt-free indulgence and encourages impulse purchases.
However, they feel that online shopping falls short of capturing that in-store joy
Yet, they go back to online shopping for the convenience.

I talked to 5 stationery lovers to UNDERSTAND THEIR GOALS & FRUSTRATIONS. Then, organized their insights into 6 trends:

  1. I have guilty pleasures because i enjoy inspiration-fueled impulse purchase
  2. I care about the product not the brand because quality is most important
  3. I enjoy serendipitous exploration because its like self-care for me
  4. I love being crafty because it releases stress
  5. I like convenience because it saves time & mental energy
  6. I love buying from local small businesses because its rewarding

Which gave ME a defined understanding of our user

To grasp our stationary enthusiasts' experiences on the Hightide DTLA website, I conducted usability tests ON THEIR EXISTING WEBSITE.

  • “I would not be able to guess their product without my friend’s recommendation”

INSIGHT: The website's initial impression doesn't communicate its core product effectively. 

  • “Great you are writing a Blog I didn't come here for it"

INSIGHT: Users don't want to see blogs on eCom websites and think it’s a dated method of marketing 

  • “Great you are writing a Blog I didn't come here for it"

INSIGHT: Users were frustrated by how long it took them to reach the core products of the website due to poor navigation and labeling

  • "Shop by Brand" is not for me" 

INSIGHT: Users seek unique, storytelling products over brand-centric ones.

  • "I'd prefer the slider to be off initially”

INSIGHT: Users prefer making informed decisions and dislike when choices are made for them.

  • I'm not interested in dealing with email spam from another business for a small discount"

INSIGHT: Users want to be informed not overwhelmed 
After synthesizing interview insights and examining the problem,I conducted an analysis on features of the following companies:

Competitive & Comparative analysis

Competitors

Comparators

Identified a recurring feature, the horizontal carousel, during market research, The speed & size varied in each brand but it was seen in 5 out of 6 brands.

AFTER understanding the frustrations stationary lovers were facing while browsing the Hightide DTLA website and looking at features applied by other brands in the market, I started to wonder how might I?

  1. Enhance the online browsing experience to match in-store joy.
  2. Tell our story to our customers effectively.
  3. Efficiently inform users about our brand's core product and other online items.
  4. Categorize and label our website efficiently to give the user a seamless browsing experience.
  5. Empower our users to make informed decisions.

To reduce user frustration while browsing through the Hightide DTLA website I conducted a card sort to build user user-friendly information architecture

Quantitive Card Sort Patterns

Qualitative Card Sort Patterns

Users prefer sorting items not only by objective category but also by their intended usage or purpose. As seen in user quotes below.


“ I know toothpicks would make sense in the kitchen too but I use toothpicks as a tool when making crafts not just picking my teeth after a meal ”

“ I am putting keychains in apparel & accessories, not utility, as I often attach them to my handbag zipper head. This way, I can easily locate my keys, and the cute keychain complements my overall style”

Photo credit:
Hightide DTLA stores

The finding from the card sort led to the updated site map for my website redesign:

Click here to view the existing site map for the Hightide DTLA website and my updated version. Reduced categories in the Navigation Bar by 50%

After understanding the users, research and defining the problem and solution i sketched interface ideas

I sketched multiple user interface ideas in 5 minute sessions, I repeated this process allowing for iterative refinement.

WHICH BROUGHT ME TO MY PROTOTYPING PHASE……

Where I learned 3 major insights about my lo-fi from my users to make a better-tailored mid-fi
Low - Fidelity
High - Fidelity

Final mid-fi Results...

This mid fidelity prototype recreates the in-store joy & impulse buying online, provides an immersive browsing experience by telling stories of artists and showcasing their creations on the landing page like a curated gallery experience

Next steps...

  1. My next objective is to enhance navigation further in the Navbar dropdown menu by categorizing the items more concisely, adhering to the principle of "less is more".
  2. I plan to establish a comprehensive design system and develop a high-fidelity prototype incorporating these updates.
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