The site was already built on Squarespace by the client, meaning the bare bones were in place. There was however no organisation or IA design for e-commerce and the shop displayed all products in one long list, with no use of filters or categorisation. I started by reorganising and rebuilding the navigation menu, as seen here.
Concurrently, in an informal manner I spoke with stakeholders: the client, one of the bars selling their products and two typical users. One was a local user who had used the previous site and one further away who hadn't - TBS was looking to expand UK wide this point. From this, I was able to learn about the goals and motivations of the users, and their requirements for the site. Using this and previous user data, I created user personas. These reflected two typical users and provided insight to their needs and wants from the site.
Using the personas, I was able to create a customer journey; assessing the touchpoints at all stages. This helps to identify potential sticking points in the process of buying, and highlight opportunities to increase conversion, sales and return business.
I then created user flows to demonstrate the paths a user could take to complete a basic task on the site - buying a product. Again, this helped to identify potential navigational issues and led to the design of a navigational hub type page.
As mentioned, the products had previously been displayed in one long list with no use of filters or grouping. I created a shop ‘hub’ page with products grouped in to categories and link groups such as ‘cocktails’, ‘wine & beer’ etc. Squarespace does not have a filtering or sorting feature, so I decided this was the best way to help users along the multi-step journey.
Secondly, the feedback from the users and subsequent user persona/journey highlighted the complexity of the delivery options at checkout. This was something I was also able to simplify.
The data from the most searched items on the site was used to create the ‘best selling’ section on the shop hub, meaning popular choices were very easy to find.