Photocircle is an e-commerce website that sells art prints and calendars, and I'm proudly part of the team behind it.
Every day we try our best to improve our customer experience, and early this year we decided to refresh the website look and make some important changes. For this reason, I turned myself in an UX team of one and started redesigning the website experience for our customers and photographers.
A user research was planned to better understand who the customers for Photocircle products and what their expectations when using an e-commerce platform are and what usability problems they face during the customer journey. The research findings were transformed into personas that encompass needs, goals, and behavior patterns among Photocircle's real and potential customers.
Personas’ needs, desires and pain points were transformed into user stories: short, simple features’ descriptions told from the user perspective. User stories were then elaborated into requirements, that describe how the new features should work.
Different user flows were also used to understand where the new features should have been placed and how the personas would have used them in their journey throughout the website.
The new features were incorporated into the website architecture. Wireframes were designed to create the structure - layout’s backbone. These allows to get a reliable idea of where everything will eventually go before diving into the details.
A style guide was designed to maintain a high level of visual consistency throughout the website.
