Rella

overview

Rella is a online retail company dedicated to providing the latest in footwear in women’s fashion.

This project was conducted during a 2 week design sprint for a website redesign focusing on mobile design and provided assistance for an additional 3 months with consulting via research, analysis, and design decisions.

role

ux designer

user research, visual design, analysis, design strategy

What’s the problem?

Following the discussions I had with my client I came to understand the business goals and needs.

Through these discussions It became apparent that:

  • the client needed a redesign that allowed customers have a easier time looking for the products they wanted.

  • the client needed assistance improving quality of life changes as well as overall usability and design.

My Approach

To begin my design process I began by focusing on:

  • competitive analysis

  • user research

  • analyzing data and metrics

  • develop and impalement a design solution

  • review the results and reiterate the process

What did I find?

With the goals in mind I began with my research.

I conducted heuristic evaluations, competitive analysis, and data analysis to gain an understanding of the current usability of the website as well as to see what our client’s competitor’s were implementing in their stores.

From the research here are my findings:

  • Improving the user journey and the efficiency to complete tasks was a top priority.

This design process was a bit out of the ordinary as my client was using shopify for their online store. The design process consisted of a iterative process of creating, consulting, and adjusting the design to the client’s wants and needs.

The process consisted of selecting and creating a redesign of the client’s online store. Next I would meet and consult with the client about the design and explore any changes that needed to be made.

Here is my initial sketch of what I envisioned this new redesign for the home page would look like.

Design Process

since I was working with the client’s choice of platform I did not want to fully commit to a prototype design using a software as the platform she was using was limited to the templates that are selected for the online store.

So from this sketch, I worked with the client to pick the most suitable template and worked around the limitations to create the desired product for the client as well as the end users.

Here is the link to the online store: Rella Store

  • conduct additional review and analysis to evaluate the design decisions

  • conduct user interviews and usability tests to learn about users needs and wants.

  • continue to iterate, test, and improve the online store from user feedback and business goals.

Next Steps

Through this experience I learned the importance of clear communication and trust between the client and the designer. I learned that helping the client step by step and including them in the design process is a great way to keep them in the design process while still gaining their input in the direction the design is heading.

What I learned