Overview
- ContextClient - Eupnea Home
- RolesResearcher | UX/UI Design
- NotesSketch, Figma, & Invision
80 Hours
Branding - Cristina Muzzio
Problem
Design an e-commerce site that grows and retains customer base appealing broadly to a rock climber, a young socialite, and older yogi while also facilitating a pleasant shopping experience.
In September 2019, I was approached by Eupnea to build an e-commerce site that would cater towards their customers and grow a wider client base. Eupnea is a small business that designs, creates, and sells meditation and wellness products. As a small-batch company, their product line is limited and they aim to be open and transparent with their customers.
Solution
A responsive site that evokes business values while maintaining and extending company branding as necessary to engage a wider customer base.
Building an intimate customer experience while shopping small online.
- Solution
- ClientEupnea Home
- My FocusResearch
Wireframes
Visual Design
Testing
- NotesSketch, Figma, + Invision
Ongoing project
In September 2019, I was approached by eupnea to build an e-commerce site that would cater towards their customers and grow a wider client base. eupnea is a small business that designs, creates, and sells meditation and wellness products. As a small-batch company, their product line is limited and they aim to be open and transparent with their customers.
Research & Empathy
Industry Standards
Opportunities
- Emphasizing customer contact
- Standardized Add-to-Cart flow
- Small site with consistent navigation
Standards
- Experience promotes brand and has multiple touch points.
- A compelling landing page
Customer Motivations
After compiling competitor data, I wanted to get to know the customers more and created an initial, qualitative survey. As I started getting survey responses I realized I had an issue: wellness as an industry category is too broad.
It includes everything from açaí bowls to discussions of work-life balance. I realized the limitations of a wellness-oriented research approach and grew concerned that data would be too disparate to draw specific conclusions. What I really needed to understand was why people shop at small businesses. Secondary survey results suggested the following customer motivations:
Personal Values
Support Community
Quality & Experience
Current Experience
I synthesized user feedback from one-on-one interviews using the above empathy map and then compared this data with survey results. I gleaned 3 primary user needs.
User Needs
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Synthesis
I went through a three-step synthesis phase to understand the connection between customer, product, and business. This translated into developing personas, creating as site map, and developing a user flow. The user flow below focuses on understanding how the business can leverage user motivations to drive conversions. It maps how a user might move between mission and about pages to product pages.
Ideation
I started with pen & paper, sketching out lo-fi wireframes to see how different layouts prioritized content and the extent to which each balanced selling products with the users need to trust and know the store. I structured the home page layout according to business goals and user needs:
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Visual Design
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I provided each participant with products from the store so they would have a concrete object to associate the brand with.
After interacting with the prototype, participants were asked to clarify some actions or their general thoughts.
Remarks
The Eupnea team has been really enjoyable to work with. Working directly with store owner let me get to know the brand first hand and know what the business needed. Working collectively to create something beautiful has made me more excited to take on additional clients.
