DiviArtsStudio is an Ontario-Canada based e-commerce art website that offers a unique collection of wall art prints, posters and art products. They have a variety of products and categories in their art collection.
A lot of people are looking to buy authentic, original art for their homes which are done by the artist and are unique in nature. It is difficult for them to find such artist online with a trustworthy and seamless shopping experience.
To create an ecommerce website for original Art lovers, which is trustworthy and provides a seamless online shopping experience so that they can buy art from anywhere through online.
To understand the problem in depth I started with the user research by conducting some Stakeholders interviews, to discover the problem, who are the users, what are the business goals and objectives. Who are the competitors, what are the measurements of success for the business.
A primary user group identified through research was working adults who don’t have time to search for unique artworks going out. The users are someone who have bought a new home or are renovating their home décor.
My research also revealed that Users were facing other problems as well. Along with finding unique artwork from artist online, they faced problems like lack of trusted website, matching artworks according to their room type and color, shipping and handling issues, variety of sizes in the artwork, a clear refund policy and a seamless checkout experience.
Users were having lack of trust in the website, the artwork process, shipping and return policy.
Users wanted to see artworks which they can imagine in their different room settings
Users wanted to see a variety of sizes offered in the artworks and different categories of styles.
Users were not clear about refund policy, shipping methods and wanted an error free transactions experience.
This stage of the Design Thinking process focuses on taking a creative approach and generating ideas. With the findings that I synthesized from the previous steps and the user journey map that I made earlier; I was able to think outside the box. I created a number of deliverables that could help me identify and visualize a solution. I worked on thinking that how my site design should look like and How can I give my users a seamless shopping experience.
I started designing the basic structure of the website using the feedback from stakeholders on research and ideate phases of the process. Looking at different hosting platforms for ecommerce shopping website we chose to go with shopify platform. Looking at the urgency to launch the design fast and skip the cost of heavy development we decided to buy a ready theme and implement the design changes according to our business needs.
To choose a best theme I quickly did secondary research and looked at various competitor’s websites already launched in the market. I studied their layouts and did analysis of what is working in their websites and what is not by reading customer reviews. After doing my research I came up with my hi-fidelity designs.
Before launching the website, I did a user testing round with 10 people (existing stakeholders, previous customers) to reveal possible usability problems before launch. This allowed me to quickly get the results I needed from users through usability tests so I could quickly make necessary iterations in less time.
Design is always evolving, As I was directly dealing with the customers, I got constant customers feedbacks which is a great insight to keep improving and adding new products to the website.