REEDIN KITES
UI/UX Design, E-commerce website, Part of the Design teamAs part of the design team, I focused on Interaction, Visual, and Motion design. My job was to lead the project with input from the client, taking on a deep and wide approach for both the visual branding as well as the UI design and UX research.
Duration:
10 weeks
Tools:
Figma
UX Researcher Intern,
UX/UI Designer Intern
My role:
Shopify
Platoform:
Lo-fi prototype & Hi-fi prototype
Deliverables:
Summary of User Research
During my involvement with Reedin Kites, I contributed to the UX research team and initially, we anticipated that users primarily struggled with finding suitable equipment online. However, through in-depth interviews with potential customers, we discovered additional challenges beyond product selection, such as the need for a seamless and efficient shopping experience.
Our research revealed that kiteboarding enthusiasts often faced frustration when browsing through generic sports equipment websites, struggling to find specialized gear tailored to their needs and preferences. So we emphasize the importance of creating a user-friendly platform that streamlines the browsing and purchasing of kiteboarding equipment.
The problem
Insights derived from our research with ReedinKites users:
Kiteboarding enthusiasts often encounter frustration when trying to find suitable equipment online due to the lack of specialized options tailored to their needs and preferences.
Users expressed a strong desire for a comprehensive online platform that provides detailed product descriptions, including specifications on materials, dimensions, and performance attributes. Additionally, they emphasized the importance of expert recommendations and reviews to guide their purchasing decisions.
Concerns regarding product performance were prevalent among users, highlighting the need for accurate sizing guidance and information on how specific equipment choices may impact their kiteboarding experience.
The paint point and how to solve it
Limited Product Selection: Users face frustration due to the lack of specialized options for kiteboarding equipment on generic sports equipment websites. This results in difficulty finding suitable gear tailored to their needs and preferences.
Incomplete Product Information: Users express concerns about inadequate product descriptions, including missing details on materials, dimensions, and performance attributes. Without this information, users struggle to make informed purchasing decisions.
Uncertainty About Fit and Sizing: Users experience anxiety about the fit and performance of kiteboarding equipment purchased online. They seek accurate sizing guidance and information on how specific gear choices may impact their overall kiteboarding experience.
The goal
Create an intuitive and user-friendly online platform for ReedinKites customers, facilitating easy navigation, informed product selection, and confident purchasing decisions by providing a curated selection of specialized kiteboarding equipment, detailed product descriptions, and accurate sizing guidance.
Time for wireframes
During the wireframing phase for ReedinKites, our main objective was to enhance the presentation of kite collection information and provide clear sizing guidance, particularly on the collection page. We aimed to ensure that users could easily navigate through the collection, with detailed product specifications, high-quality images with clear information about each part of the product, and sizing information readily available.
On the product detail page, I prioritized presenting a comprehensive overview of each product, including high-quality images, detailed specifications, very detailed key features, and sizing guidance. By focusing on these elements, I aimed to assist users in making informed purchasing decisions and alleviate any uncertainties about the products they were interested in.
Furthermore, on the homepage, we concentrated on clear navigation and a streamlined cart page process. This involved ensuring that users could easily find their desired products, navigate to the checkout process seamlessly, and complete their purchase with minimal friction, enhancing the overall user experience and facilitating smooth interaction with the website.
dIGITAL WIREFRAMES
Lo-fi prototype usability findings
I based the screen designs on feedback from user research.
Display very detailed equipment specifications about the kite/surf collection
Suggest accessories based on product display and user preferences
Display clear size and color variants per product on product detail page for clear information
Hi-fi prototype usability findings
The collection page layout demanded additional filters within the "all conditions" block to enhance clarity and enable users to pinpoint specific products more effectively.
Following usability testing, we incorporated the Size Information section onto the product detail page. This adjustment resulted in a reduction in user clicks and enhanced user comprehension of sizing details.
In response to user feedback and observations from usability testing, a significant enhancement was made to the product detail page of ReedinKites. Following the inclusion of the Size Information section post-testing, users experienced improved comprehension of sizing details, leading to a reduction in clicks and smoother navigation through the platform. This adjustment directly addressed user needs and contributed to an overall enhanced user experience on the website.
Accesibility considerations
Utilized images and icons within the Key Features block to provide users with clear visual cues, facilitating precise identification of each feature's corresponding part.
Used colors and text for the color variants to help users understand the color that they are choosing
Used detailed imagery for every product to help all users understand the designs and specifications