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Situation This craft store offers crafting products online, including supplies, kits, and “everything beading” for the professional crafter and hobbyist. This project included a complete redesign of their site as well as interactive marketing efforts to promote their website including email marketing, analytics and usability testing.
Strategic goals: Heuristic Assessment to identify usability issues Increase customer conversion with better shopping experience Use web analytics and search optimization strategies
Solution Conducted heuristic evaluation to identify usability issues. Usability issues included: •         Category pages that did not help users select the correct product sub-category •         Shopping cart/checkout paths lacked security/privacy links. •         Product quick view functionality hard to find •         Product quick view provided limited product detail information. Created wireframe solutions outlining recommendations Final presentation included visual designs and prototype   
Existing Product Filter
Portion of the Heuristic Evaluation
Product Filter Recommendations