Rhodes Shoes
From conception to post-evaluation redesign,
the complete process of prototyping an eCommerce shoe site for the fictional brand Rhodes.
The working prototype is live here.
Stage 1:
Branding & Style Guide
I created a style guide for the fictional Rhodes brand, including the company mission, target audience, logo, writing voice, typography, color palette, and imagery guidelines..
Stage 2:
Initial Wireframes
Keeping the brand in mind, I created low-fidelity wireframes to lay down the main pages of site.
Stage 3:
Working Prototype
Building off the wireframes, I added images, copy, brand colors, etc. to create the initial working prototype.
Stage 4:
Usability Testing
I had several users participate in evaluating the site by attempting to complete a purchase. After the evaluation, users filled out a questionnaire about their experience using the site.
Remote usability testing, using Loop11.com.
Heat maps, showing areas most clicked by participants.
User experience questionnaire.
Stage 5:
Redesign & Final Prototype
During evaluation, I discovered that participants were able to successfully navigate the site and complete the task.
However, participants commented on the sparseness of the site, that it was "simple, but maybe too simple", felt empty, and was lacking photography.
I revised the site based on users' feedback and created the most recent version of the working prototype.
(Which is live here.)
