Fashion Optical Displays
Website UX/UI Design, Marketing Design
A small business in a niche B2B market selling optical displays to doctors nationwide. I was their in-house designer and marketing director.
The Challenge: Update a current client-facing website to reflect latest brand finessing and fix a few usability issues that were found during general user-testing.
In this role and as part of a small business, I wore a lot of hats. Because of that, my design projects were limited to my own ideas and coordination of outside help that I used from time to time. I developed a sense of working in fast-paced design sprints, where a problem was presented and I would explore a few ideas and test them out.
The website's usability improvements were based on feedback from the sales team as well as customers. The problems were then researched and I used a condensed creative process that involved quick sketching, idea generation, and diving right into prototyping my ideas in Axure with high-fidelity designs. Those ideas were then validated with the sales team and upper-management and either approved or given more feedback.
PROBLEM: The company's Director had discussed with me that they wanted to increase capture rates as well as generate more leads from the website.
SOLUTIONS: As a high-level solution, I proposed using our extensive database of client testimonials as a way to validate our product and services to a potential client. This could be implemented on the home-page in the form of a rotating carousel placed above the fold, hovering over the hero-image. I also proposed using these testimonials as part of a larger marketing plan that would include social media and promotional e-blasts.
A more refined and measurable solution was to also create valuable evergreen content, in this case in the form of a white paper that we could display as a download on our homepage. This would require the user to fill out a small lead-generating form in order to download the freebie. I created a white paper called "5 Principals of Presentation" which would help our customer's with their visual merchandising in their optical stores.
PROBLEM: A large pain-point for both the sales team and customers was the usability of the Products page. Being able to navigate clients to specific images over the telephone was very important to the sales team.
The then-current design would use a a pop-up gallery that cycled through images in carousel-form with generic labels. There was no visual overview of the images that were located in each specific product category. Therefore it was very difficult to communicate over the phone which image a client or salesperson was looking at.
SOLUTION: In order to keep to the basic structure of the Product page, I fine-tuned the current user flow of viewing a product gallery to be more transparent.
First, to alleviate endless clicking on a looped carousel, I wanted to create a visual "sub-menu" displaying a preview of each image. This way we can see each image in the product category and have the option to "browse" and select a specific image for viewing full screen.
Second, to address the unknown element of how many images there are to browse, I proposed to limit the max number of images in each product category to be 4-6 rows of 6 images, 24-36 images. This would help the viewer to see all possible images in the category on a single screen.
NEW CONCEPT, PINTEREST "NEWS FEED"
PROBLEM: Not having brand new product be shown on our client-facing website without having to send a request for changes to our website development team (outside vendor) and the task of choosing which images to swap out for the new ones. This is generally a lengthy process.
SOLUTION: Proposed idea to have a feed of images that is connected to our Pinterest account, which is updated regularly. This would simplify the process of having new images on our website. Each image would also have a hover-state showing the title and hashtags from the Pinterest Pin. The image would ideally be clickable, which would also bring more traffic to our Pinterest page.
Room for Improvement
As I stated before, I was the sole designer for the company without a team to support me. While this was great for improving my own skills in a lot of different areas, it was also not optimal for creating the best products. I believe that teams that follow a collaborative design process create exceptional designs that benefit from elaborated brainstorming, a diverse mindset and overall more intuitive designs.
A large part of the job included designing various print projects that I was in charge of from creating the concept, to materials selection and design, and finally working with the print press technicians to do press-checks.
I also used my background in photography to do various studio shots of different products which was also incorporated into the promotional material, online social media and advertising, which I was also in charge of.
An example of a promotional email that was being redesigned with mobile devices in mind. Prototyped using Principle.