Steez Skate Co is a company focused on sharing the love of skateboarding with the world through fully custom skateboards and parts. Their goal is to help customers design and purchase a skateboard that is unique to them.
July 2022- August 2022
Custom skateboard brick and mortar shops are few and far between. Steez has discovered that skate enthusiast have a hard time finding where they can create an entire custom skateboard, not just the deck.
Design a Steez Skate Co. website to be user friendly by providing a clear user flow through the process of ordering a custom skateboard.
UX designer leading the Steez Skate Co website design from conception to delivery.
User research, paper and digital wireframing, low and high-fidelity prototyping, and iterating on designs.
I conducted user interviews, which then turned into empathy maps to better understand the target user and their needs. I discovered that many target users want to be able to fully customize a product from start to finish. However, many customizable product shopping websites are overwhelming and confusing due to their complexity, which in turn led to frustrating experiences for many target users.
Customizable product websites are confusing to navigate
Online shopping experiences don’t provide an engaging browsing experience
Customizable product websites limit customizable options
Many customizable product sites don’t offer helpful tips to allow users to make decisions best suited for them
Tony is an avid skateboarder who needs access to fully customizable skateboards online because there are no specialty skateboard shops nearby.
As a full time worker and avid skateboarder, I want to be able to fully customize new skateboards online so that I don't have to compromise on features I want.
I drafted four iterations of the home page to figure out what was most important.
Prioritizing an efficient design to simplify and guide users through the user flow was a key part of my strategy.
Digital wireframe screen size variations.
I conducted an unmoderated usability study of a new website to determine if users can complete core tasks within the prototype and determine if the Steez website is difficult to navigate.
There was too much attention on the “save for later” button. Users were unintentionally clicking it.
During the checkout process, there isn’t a way for users to login if they already have an account in order to use saved account information.
During the checkout, there wasn’t a way for users to add a billing address that differed from their shipping address.
During the custom building process, users want to be able to see the total price of items in the cart.
Based on insights from the usability study, I made changes to improve the custom skateboard build process. I added a cumulative shopping cart total so users could see an itemized list. I also took away attention from the “save for later” button and renamed it “login to save for later” to avoid errant clicks.
I included additional screen sizes in my mock-ups based on my wireframes. Due to the need for mobility of our users, I felt it important to optimize the experience for mobile devices.
I established visual hierarchy by using headings of various sizes and weights.
Initial focus of the homepage on suggested user flow to define the primary action of the user.
I designed the site while referencing WebAIM contrast and color requirements to ensure my designs meet accessibility standards.
Conduct another usability study to ensure that previous pain points were adequately addressed.
Add more products and additional filters to the custom build process.
Finish additional pages necessary for subsequent user flows.
Our target users shared that our design was easy and fun to use while giving them the freedom to make decisions.
One quote from peer feedback: “The user flow is easy to understand. I love the skateboarder that shows my progress.”
While designing the Steez Skate Co. website, I learned that complex customization options need to be presented in a simple way for the user. If the user is confused throughout the process, they won't have any confidence in the company they are purchasing from. Cutting out unnecessary designs or pages from the user flow and simplifying as much as possible are the most user friendly types of designs.
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