Links by J. Kiere
Project Context
Links by J. Kiere is an e-commerce site that sells a jewelry line created by Jaya Douglas when she was 16. Inspired by the stylish and graceful women in her life, she wanted to create a jewelry line to honor them using chain maille designs to represent the power of intergenerational relationships among women.
Project Objective
Our group was tasked with designing a membership portal and dashboard, a feature not currently available on the website. The client asked us to design this feature after working with a marketing team to take her business to the next level by collecting user data for direct-to-consumer marketing and offering an easier checkout for frequent shoppers.
User Interviews
I conducted 5 Interviews to determine what draws people to buy jewelry and how they interact with membership accounts on e-commerce sites. These are the insights we gathered after synthesizing quotes from the interviews.
Persona
We took these insights and created a persona. Meet Robin Joy!
Robins's journey through the Links website is mapped out here.
Competitive Analysis
We conducted a competitive analysis to compare the Links website to other jewelry-centered e-commerce websites. The goal of this deep dive is to see what the standard features are when it comes to a membership account.
How Might We?
We took all our research and came up with a couple of statements to help us guide our thinking as we moved forward into the design phase of this project.
Sitemap
We created a sitemap to show the differences between membership account tasks and guest customer tasks. It also gave us clarity on what pages and features would be required to design to accomplish our client's needs.
Design Studio
Using the insights acquired during our research phase and the guidance of our How Might We statements, we started the design process with a design studio. We sketched out our initial ideas and discussed what solutions fit best with the experience we are trying to provide customers.
Useability Tests
We consolidated these ideas and created a mid-fidelity mockup that we used to conduct useability tests and here were our results.
Most users' confusion with the wishlist tasks came from not having enough feedback when removing an item from a wishlist. To combat this issue, we added a pop-up requiring users to confirm the removal of an item before it gets removed from the wishlist page.
Hi-fidelity Prototype
After adjusting our designs from the insights gathered from the useability test, we submitted the following pages to the client
Login/Sign-up Pages
Account Dashboard Pages
Order History Pages
Wishlist Pages
Next Steps
As this project was only three weeks long, we decided to only focus on designing the highest-priority client needs. The following steps for this project include the following:
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Designing error messages and layouts for when user inputs don't work as expected.
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Integrate a rewards system for customers who have a membership account.
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Create a checkout process for custom jewelry orders.