Introduction
Soyini George, inspired by her childhood memories in Guyana and her family's love for gardening, channels her passion for art and design into Yinibini Baby, offering handcrafted organic cotton clothing and accessories that tell stories, fostering imagination and play for children.
As a UX designer, my goal therefore was to look after the research and design of the website. Taking charge of the entire process, to improve the home page, about page, and purchasing/payment processing, by providing customers with seasonal recommendations and a more clean and accessible experience. The timeline for this design was two weeks. I use Figma, Figjam, and Maze as tools for this project.
This case study shows the rationale, objectives, and outcomes of the website redesign.
Research Strategies
Problem Statement
Tasked with re-designing this e-commerce site I researched the target market, needs of the organization, and their goals; including accessibility. Through my research I chose to elevate Yinibini's website UX with a seasonal trends feature for breathable fabric, ensuring a cohesive and professional look across the platform.
Tasked with re-designing this e-commerce site I researched the target market, needs of the organization, and their goals; including accessibility. Through my research I chose to elevate Yinibini's website UX with a seasonal trends feature for breathable fabric, ensuring a cohesive and professional look across the platform.
How Might We Statements
How Might We integrate local business values and mission part of the shopping experience?
How Might We incorporate modern minimalism into a playful demographic?
How Might We integrate local business values and mission part of the shopping experience?
How Might We incorporate modern minimalism into a playful demographic?
How Might We provide enough information on products to make the consumer confident enough to purchase them?
Hello Lily!
Through my research, I discovered that Yinibini's primary target audience consists of middle-aged women, primarily located in the US and UK who are environmentally conscious and have a preference for supporting small businesses that employ sustainable practices shopping for the children in their lives.
Persona Information
Design Process
User Flow
In redesigning the Yinibini Baby website, my primary focus was on enhancing the visual layout with several key objectives. Firstly, I optimized content presentation by efficiently utilizing previously underused space to avoid overwhelming users. Secondly, I created a streamlined visual system for both main and sub-categories to improve navigation. Additionally, I integrated a seamless payment process, ensuring a more enjoyable and intuitive experience for users discovering new baby products.
Sketches
Sketches 1
Sketches 2
Sketches 3
Wireframes
Here's a basic visual representation that outlines the structure and layout of the webpage, focusing on content placement and functionality without incorporating design elements.
Deliverables
Usability Testing
For the usability test, I used the platform Maze.com. It helped me evaluate, refine, and validate design choices. I applied user feedback to test and improve high-fidelity design solutions. Participants were given three tasks:
- Find the description of the company.
- Find baby clothes made with organic material.
- Complete the checkout process.
The usability test revealed several key issues: the website lacks visual appeal and user guidance, has functionality issues such as inactive buttons in the payment section, and creates confusion around payment methods.
These insights allowed us to understand the customers' perspective. By adding images and video elements, we aimed to enhance the personal touch and overall user experience.
Prototype
High-fidelity mock-up with applied
High-fidelity mock-up with applied
Conclusion
Completing the redesign of the Yinibini Baby website not only addressed the initial problems but also significantly enhanced the user experience. Professionally, this project improved my problem-solving skills, deepened my understanding of user behavior, and honed my ability to create user-friendly and innovative designs. Throughout this process, I learned a great deal and got a chance to implement my ideas and unique perspective on the visual aspects of the website.
Next Steps
- Conduct more in-depth research and analysis.
- Incorporate personalized suggestions by analyzing user interactions
- Rework the branding
- Improve the organization of the online inventory by upgrading product labeling
- Perform a new usability test on the high-fidelity design and make necessary adjustments.
- Incorporate personalized suggestions by analyzing user interactions
- Rework the branding
- Improve the organization of the online inventory by upgrading product labeling
- Perform a new usability test on the high-fidelity design and make necessary adjustments.
