AN E-COMMERCE CASE STUDY: OPIE'S SPORTING GOODS

For the final project of my UX/UI bootcamp at Ironhack Lisbon I was given the freedom to create a digital solution for a company of my choosing, from UX research to a deliverable MVP.

My client, Opie's Sporting Goods is a fledgling E-Commerce business based in my hometown of Denver, CO. They sell sporting goods, specifically for the ski & snowboard industry. A truly local business with a lot of heart, they needed not only an online presence but a brand identity. From competitor analysis, to lean UX processes, research, rapid wireframing & prototyping, and lots of iterating I developed a polished E-Commerce UI with their user at the forefront.

The brief

The problem

While Opie's Sporting Goods came to me with a concept and they had the product line, a very large task loomed ahead. Not only would we need a sellable interface, they needed to find a way to differentiate themselves in a crowded market. In order to do this I would need to alleviate common E-Commerce user pains from the get go. I would also need to design a user-minded subscription interaction that would ensure customer loyalty retention.

Scope

Completed this design sprint solo over 2 weeks.

Tools Used

  • User Research

  • Empathy Map

  • User Stories

  • User Journey's

  • Competitor Analysis

  • Value Proposition

  • Sitemapping

  • Rapid Lo & Mid-Fi Prototyping

  • Mood Board & Style Tile

  • Logo Design & Branding

  • User Testing

  • High Fidelity Prototype

The Process

Client Objective

HOW MIGHT WE?

How might we create an E-commerce platform that makes the customer journey from landing to purchasing simple and effective?

&

How might we create an onboarding process for Opie's Sporting Goods that will retain user's loyalty to the brand?

Research

I used multiple research methods to dig deep into the minds of users, and identify key pain points in the minds of online shoppers and subscribers. I first compiled already researched data on E-Commerce, then performed a 60 person survey, then interviewed 5 industry regular buyers.

Swipe for Insights

Ideation

Through the use of empathy mapping, user stories and journeys, and a main user persona I could move closer to creating a user centric experience and interface.

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User Persona

Adam, 33

  • Teacher who just moved to Denver and is excited to pick up snowboarding

  • HATES: Overwhelming websites, spending a lot of time online shopping, being bombarded with marketing emails

  • LOVES: Shopping local, fast shipping, getting to the point, and spending as little money as possible so he has more for Apres beers!

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Defining

With our users pains and gains, as well as identity understood and at the forefront of my process I defined what we were going to bring to the table and how.

Competitor Analysis

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Competitor analysis showed my client lies in a sweet spot, where we were the only affordable local retailer.

Clean

Local Personability

Brand Attributes & Value

Straightforward

Budget

Iteration

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Rapid Lo and Mid Fidelity prototype testing feedback was that it was usable, easy to follow, and how users would expect to see an e-commerce website of the sort. All good things!

Visual Identity

Knowing that the UX foundation was strong I jumped into establishing the brands visual culture. Adobe Illustrator was used to design the logo, and inspiration was taken from other iconic snow sport brands, with a twist of Opie style.

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Hi-Fidelity Prototype

The final iteration tested smashingly with users and the client, feedback was overwhelmingly positive. All found it to be highly usable, and minimalistic in a unique way. The addition of the customizable subscription service was found to be an ideal solution. An MVLP was achieved!

Key Takeaways

  • Qualitative user insights is everything! The customizable subscription service came straight from an interview.

  • Clean, minimal aesthetics make all the difference for a smooth shopping experience as not to overwhelm the users objectives.

  • Consistency in design is of the utmost importance, and users will notice inconsistencies quickly in testing.

Thanks for diving into E-Commerce with me, look out for Opie's Sporting Goods Shopify launch soon!

See also:

Editorial Design

Mobile Redesign