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A microsite ideation for attracting more prestige shoppers and increasing overall traffic to the J.Crew site.

WHAT

Micro Site Design

MY ROLE

UX Designer

Card Sorting, Ideation, Site Mapping, Wire Framing, Prototyping

WHEN

2 Week Sprint September/October 2019

OUR PERSONA
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Ryan

NEEDS

  • Confidence in product inventory

  • Regularly updated inventory

  • Fast shipping

  • Able to purchase from mobile

  • Able to submit reviews

PAIN POINTS​

  • Poorly written website copy

  • Too little choice of retro stuff

  • Lengthy checkout process

  • Services that don't work on mobile

  • Wants to be sure of small product details

OPPORTUNITIES​

  • Characterful copywriting

  • Efficient checkout process

  • Responsive website

  • Multiple/large product photos

  • Ability to submit reviews of products

PROBLEM STATEMENT

Ryan needs a way to purchase the products he wants quickly and with ease because he's frustrated with his current choice of unresponsive and stagnant online shopping experiences.

SOLUTION STATEMENT

By creating a microsite under the J.Crew brand that provides the more discerning shopper a clear, responsive, fast experience, we will produce a confident shopping experience.

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We will know this to be true when we meet specific click-through and purchase conversion metrics. We also expect an increase in traffic and sales to the parent site due to crossover from J.Crew Collectibles.

OPEN CARD SORTING
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CLOSED CARD SORTING
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CARD SORTING INSIGHTS

  • Determined final navigation headings.

  • Developed final sub-categories.

  • Exposed additional product opportunities.

SITE MAP
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COMPETITIVE ANALYSIS
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USER FLOW
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INITIAL PROTOTYPES
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USABILITY TESTING INSIGHTS
  • Secondary navigation is not intuitive.
  • Users were unsure where they were at.
  • Need a means of navigating between sub-categories.
  • Users were looking for additional express checkout options.
  • Need to add a "Keep Shopping" option during checkout process.
DESIGN ITERATIONS
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NEXT STEPS
  • Continue Usability Testing on 2nd iteration prototype.
  • Finalize initial product offerings.
  • Design high fidelity mock ups.
  • Produce high fidelity mobile version of micro site.
  • Complete MVP for review and launch.
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