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Jamestown Distributors

I was the lead UX Designer for the redesign of Jamestown Distributors website.

 

Discovery

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Personas based upon user research from interviews

Personas based upon user research from interviews

Initial user flow sketches determined from user goals in the personas.  1. Checkout (returning customer/new customer  2. Search for a product  3.Find a DIY Project  4. Log-In Account

Initial user flow sketches determined from user goals in the personas.

1. Checkout (returning customer/new customer

2. Search for a product

3.Find a DIY Project

4. Log-In Account

 

Sitemap

Sitemap

Design

Mobile paper prototypes

Mobile paper prototypes

Initial Home & Product Category wireframes (mobile & desktop)

Initial Home & Product Category wireframes (mobile & desktop)

Initial Cart & Checkout wireframes (mobile & desktop)

Initial Cart & Checkout wireframes (mobile & desktop)

Mobile wireframes for My Account (recent orders & create list)

Mobile wireframes for My Account (recent orders & create list)

Mobile wireframes for Log-In.

Mobile wireframes for Log-In.

UX Challenges

Log-In

It was discovered that many of JD’s customers were returning customers, however many could not access their accounts. The current Log-In process was difficult to change and relocate passwords (this also caused major problems internally for their customer service team)

Solution: After wireframing and rapid prototyping in Invision, it was found the new design had an 80% success rate!

Recent Orders & Lists

It was discovered in the research that any 60% of the customers will reorder recent orders. Many customers were also working on teams where they would compile a product list for a project, but weren’t necessarily the one doing the order.

Solution: I designed an easy way to reorder recent orders as well as create product lists that that could be shared across teams. During testing 80% said took notice on how easy this was to use and that they would use it.

Product Organization

The current product category names were long and confusing, sometimes written in lists. Not only was this confusing for the users trying to find a specific product, but there was issue with fitting these categories into the design.

Solution: I administered a rapid card-sort internally at the agency and reviewed with stakeholders to organize and fine tune product categories and create and better sense of hierarchy.

Customer Support

The internal team struggled to keep with with their customer service tickets, and the amount of content that supported the customer service experience was lacking in order and structure. It was so unorganized, it was relatively useless.

Solution: In order to help create the best customer service experience, I designed a Zendesk Help Center integration that would allow for a streamlined customer support center and help support Jamestown’s internal customer service team. It also organized their massive library of customer support content.

A NEW LOOK & FEEL

The site before redesign

The site before redesign

Initial moodboard inspiration.

Initial moodboard inspiration.