Crochet.com UI/UX Design

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SERVICES PROVIDED:

- UI/UX
- Branding Design
- Creative Direction
- Print Design
- Video Production

Project Overview: This project involved a comprehensive redesign of an e-commerce website to enhance user experience, improve accessibility, and streamline core functionalities. The goal was to create a more intuitive, visually engaging, and user-friendly design that caters to a wide range of users, including tech-savvy millennials and less-experienced users. The redesign focuses on simplifying complex product catalog, improving information architecture, and ensuring a seamless user journey from login to transaction completion.

Key Challenges:

• Complex User Journey: Users reported difficulty in quickly locating essential features like sale items, product catalog, and extensive checkout journey.

• Outdated Visual Design: The existing interface was visually cluttered and too complex, making it hard for users to shop.

• User Frustration: Pain points included a lengthy checkout process, confusing pricing, and a lack of easy browsing.

• Website Design Used for Multiple brands: The design will need to be successful for 4 brand websites.

Process & Approach:

1. User Research:

   • Conducted surveys and in-depth interviews with current users to identify pain points and gather feedback on desired features.

   • Created user personas based on demographic data to better understand user needs and behaviors.

2. Wireframing & Prototyping:

   • Developed low-fidelity wireframes to map out the key user flows, ensuring that navigation was simple and logical.

   • Created high-fidelity prototypes using Figma, incorporating visual elements like custom icons, gradients, and typography that align with the brand’s identity.

3. Information Architecture:

   • Reorganized the site’s structure to prioritize commonly used features (e.g., shopping categories and project planning features.

   • Created a tab-based navigation system for easy access to major functions, with a drop down and bottom navigation bar for primary tasks.

4. Usability Testing:

   • Conducted multiple rounds of usability testing to identify issues and refine the design.

   • Iterated on the design based on feedback, ensuring that users could easily complete key tasks with minimal effort.

5. UI Design:

   • Developed a clean, modern visual language with a focus on accessibility (high contrast, large CTAs, legible fonts).

   • Emphasized consistency across the site with a cohesive color palette and typography to reduce cognitive load.

6. Final Implementation & Handoff:

   • Worked closely with developers to ensure that the design was implemented as intended, using design systems and guidelines for consistency.

   • Created a detailed style guide and design specifications for smooth handoff.

Outcomes:

• Increased User Engagement: Post-launch analytics showed an increase in daily active users and revenue.

• Improved Customer Satisfaction: User feedback indicated a reduction in frustration related to site navigation and transaction completion.

  Takeaways: This project reinforced the importance of user-centered design principles and continuous testing throughout the development process. By focusing on simplicity, accessibility, and user feedback, the redesign succeeded in transforming a dated site into a modern, highly functional tool that focuses on user experience.

This project showcases a balance of strategic thinking, user empathy, and design execution. It highlights not only the process and challenges but also the tangible results achieved through thoughtful UX design.

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