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Revamp First, I remade the logo. I wanted to keep the idea of the cow and the sunflower but make it more professional and add a sense of maturity. I changed the color pallet and used the logo to color the website. I added a byzantine halo around the cow playing on the word 'Holy' to give it a flare of sophistication. https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611258487593-PGL30LE0CDIG41TP46S4/20200325005117-10069662-check-out-page-old-and-new+copy.png Holy Cow - About page (old and new) https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611258218741-P6L0E0Q0OSWHVNU0YDWC/20200319151906-10053201-the-old-home-page.png Holy Cow - New home page On the home page you can see the change of color scheme and the new font pairing suggests a professional creamery with a homemade/local feel. The photos added are professional caliber and add to the credibility of product quality. https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611258439117-LO2C9PHAI1L7F4NU0POY/20200325005117-10069662-check-out-page-old-and-new+copy.png Holy Cow - Check Out page (old and new) https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611257608831-MAC61D5RC2PPVMGCBNF9/20200317234239-10048450-byzantine-halo-example.jpg Holy Cow - Byzantine halo example I used this as an example of the type of subtle halo added to the logo. https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611258330662-A61C7E29DW2WTPCPF5RM/20200319151906-10053201-the-old-home-page.png Holy Cow - Products page (old and new) https://www.lexiefloor.com/about daily 0.75 2021-01-21 https://www.lexiefloor.com/cbx daily 0.75 2021-01-21 https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611260006783-JJCFWW38E6OZ792B8I02/image-asset.jpeg CBX - Primary Research - Interviews In order to design a website with a great user experience, I had to first identify the needs of the target audience. To better understand the perspective of users, I had speak with them directly. I sat down with an older women and man(ages 65 and 67), a middle aged straight (woman and man) couple in their mid 30'd and one woman in her late 20's. I asked them if the have a use for CBD and their shopping experiences with CBD and typical uses for the product. Research Assumptions: Users prefer online shopping to in-store shopping, its convenient and they feel more comfortable. User prefer a large selection and forms of CBD including flower and oils. Price and quality (whether or not it actually works) are the most important considerations for users. Primary Research - Competitive Analysis I analyzed some of CBx's competitors in the e-commerce space. I uncovered the strengths and weaknesses of the direct competitors Kanibi and Joy Organics. Also, I performed a competitive analysis on Direct CBD Online which is an indirect competitors of CBx. https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611260836718-V7ODB2YQTRWO3E1W36D4/image-asset.jpeg CBX - Branding Design At this point in the process, I began thinking about how the website would look and feel to visitors. I came up with a series of descriptive words that captured the essence of the CBx brand: Clean, modern, quality, trustworthy. With these adjectives in mind, I began sketching out ideas for a logo. I wanted the logo to tell a story just by looking at it. I designed it to be clean and clear. I used a hexagon from the molecular structure of CBD and then added in a gold leaf of a marijuana plant to mean the quality of the flower. As I explored different variations, I hoped to come up with a logo that was memorable and unique but simple enough to be recognizable from afar. The logo was worked and worked till I got a simple version that could easily be a smaller size with a the brand name for packaging. https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611261145706-8L4Y04KISC8GD0QR218M/image-asset.jpeg CBX - Low-Fidelity Wireframes https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611261007853-3BFCOTS1RJFA5ZDHN4DX/20200115034036-9783746.jpg CBX https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611260743164-VHWMVBJUTFN9O1CWINU8/image-asset.jpeg CBX - Define and Ideate Now that I had empathized with target users and identified their needs, I needed to define the solution. I reflected on the business goals, user goals, and technical considerations to find a happy medium for all stakeholders. Once I had identified common goals, I could decide what product features were necessary for the prototype. https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611261037680-ZNSHR1SOYAYZNIAWWI6R/20200118002925-9798690.jpg CBX - Site Map Before I started drawing the site up I created a site map which laid out the structure and organization of the content on the site so I had an idea of how it will flow. https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611261574109-XYO0JP7OOB0ZXJ5IFDG7/20200118035217-9799266%281%29.jpg CBX - High-Fidelity Wireframes https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611261077573-6FAUG1Z4VAQQHFBHK8RL/image-asset.jpeg CBX - Journey Mapping Interaction Design: I completed a task flow and user flow to imagine the ways a user might navigate through the site to achieve their goals. These tools allowed me to ensure that the information was organized in a way that is intuitive to the user. https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611259491500-WMXJILY21G5FUMSPZSPH/20200204015909-9880330.jpg CBX - The Client CBx is a small start up company. They only have an online presence. They provide a wide array of CBD flower, oil and edibles. CBx is still getting its footing but want a way to reach its clientele online. https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611261506086-G4HNRRSIQUJ98CC97EPG/20200118033117-9799146.jpg CBX - Mid-Fidelity Wireframes https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611259536870-4WVNVLTF08ZHHR18YNZ9/20200118034313-9799262.jpg CBX - The Challenge Design a responsive e-commerce platform that will allow CBx to attract new customers, sell excess inventory and provide a clean sleek experience. Give the company a face by designing a logo that captures the essence of the brand. The Outcome A usable and aesthetically appealing online platform with strong brand identity. Length of Project: 6 weeks Role: Lead UX Designer, Lead Branding Artist, Research Beginning the research phase, I wanted to understand the current state of the e-commerce retail landscape of CBD. My main goal for the research phase was to discover the needs and frustrations of the users to better understand how to appeal to them. https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611259847287-KXPI887YW83P0SF87VFY/20200108043131-9742650.jpg CBX - Research Goals: Define people's common needs when seeking CBD. Define people's common behaviors when shopping online. Determine what people like and dislike about the shopping experience. Secondary Research First, I conducted secondary research to understand user demographics, developments, opportunities, and challenges in the e-commerce CBD industry. Then I collected information from articles and case studies to identify industry standards and user expectations. My competitive analysis produced the following insights: Product Assistance: More users want the ability to know what they are buying and what is best for them. They have symptoms they want sedated and an explanation of the available products is what they seek. They expect website features that will help them make the right purchase. Psychoactive THC is not the main goal of the user here, CBD in the form of wellness and recovery is what is wanted. Clean design with clear simple navigation, a mature feeling with minimal colors in the branding. Painless Checkout: Providing 1-step checkout options has been a major asset in the e-commerce industry. Online retailers are starting to incorporate payment plan options such as Afterpay. https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611260877638-69HD06DVNUF9I4VKRQPL/image-asset.jpeg CBX - Style Guide and UI Kit The logos were added to the Style Guide and UI Kit, a comprehensive collection of all site components and UI patterns. Both documents are constantly changing as the website and brand grow. https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611260163666-R00VQM6TIADQYZZLQ3S9/20200109224203-9753854.jpg CBX - After analyzing this data I came up with the four most pressing topics. Customer Service: Users need friendly helpful staff in stores. Online, customer service options should be accessible to the user throughout the browsing and checkout process. Pure Products: Users want to know that what they are buying is worth the money and that it will work. Seamless Purchasing and Shipping : Ease of payment and quick checkout . Time-Efficiency: Users all expressed a desire for their shopping environment to be organized, explaining exactly what everything is and stress-free. They want to easily find the item they want. Persona and Storyboard Creation Next, I used all of the qualitative data I gathered during the research process to create Emily, my user persona. Emily is an an ambitious later 20-something year old professional in need of pain relief from delayed onset muscle soreness at an affordable price. She is still in the Army and needs to be sure to get CBD without THC. I then created a storyboard depicting Emily's struggle dealing with muscle pains and the solution that CBx's online site provides. https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611261618747-XS00OZ8BX1BTQZ8K5KF5/20200118021326-9799006.jpg CBX https://www.lexiefloor.com/signcraft daily 0.75 2021-01-21 https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611262139939-5WXMSQN9V9GFPUVIHV1I/20191218001245-9659354.jpg Signcraft - Research Goals: Define users’ motivations, needs, and pains when seeking new signage and while browsing the website. Understand what makes a customer’s sign shopping experience satisfying. Understand industry and local standards and what features/services/offerings give local companies a competitive edge with signage specifically in Annapolis, Maryland. Identify areas of improvement for the website. Secondary Research - Market Research To start, I conducted secondary research to familiarize myself with the local downtown Annapolis area and the influence the location had on the style and design of signs there. I collected information from the history and case studies on the historical trends, challenges, and areas for growth and innovation to identify industry standards and user expectations. Secondary Research - Competitive Analysis To build off my secondary research, I analyzed some of Signcraft's competitors in the sign industry. I uncovered the strengths and weaknesses of the business's direct competitors. In addition, I performed a competitive analysis on nationally leading sign companies and what they did differently to achieve far reaching audiences and professional status. https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611261506086-G4HNRRSIQUJ98CC97EPG/20200118033117-9799146.jpg Signcraft - Mid-Fidelity Wireframes https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611262562313-PA3WO2B4S9DAVPSAKXL0/image-asset.png Signcraft - Findings IThere are usual several main pages on each of the sites: Home, About, Quote, Contact, Gallery, and sometimes Services and Blog. All of the competitor companies have clean simple websites. Signcraft will need a well designed website with high quality photos and active social media to be competitive in Annapolis. Brand identity goes a long way in separating small sign shops that sell similar things. FASTSIGNS and Signs by Tomorrow have similar products but both have reputations for being more corporate with lower prices. Brand identity and the user experience of feeling like a friend or neighbor with Signcraft will be crucial to the revamp and also ensure the customers are seeking quality over affordability. Personas I created personas to get a sense of the general demographic which helped me think about how the business would appeal to different local people with varying needs. https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611263019331-W9BXRFYYQ0NI5EBGN786/20191220012057-9674090.png Signcraft - Low-Fidelity Wireframes Before starting the actual process of designing, I begin with sketches of the pages of the website. This is the part of the process, where I construct the layout and how the content could be structured to satisfy user and business goals in the most visually pleasing and suggestive way. https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611263118090-9GUG6F4UNY1EAFFW6ILM/20191220035207-9674170.png Signcraft https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611262957541-PBXEP5217LL25FVM9T5Q/20191220004140-9674046.png Signcraft https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611261945394-1KXKOEV8J5KVYBXQU0MO/20200125225447-9835646.png Signcraft - The Challenge The new owner wants to update the website in order to be simpler and easier to place requests for quotes while also appeal to new customers and showcase the wide selection of sign products. The Outcome A usable and aesthetically appealing online platform. Length of Project: 1 week Role: Lead UX Designer (research, interaction design, visual design) https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611262698025-LWAXQG5J0P03CIV6AIBP/20191218014224-9659558.png Signcraft Based on the research and graphs, I created a site map which lays out the structure and organization of the content on the site. https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611262655043-040EW90NDI8ITWV8FE62/20191219142320-9668974.png Signcraft Now that I had empathized with target users and identified their needs, I needed to define the solution. I reflected on the business goals, user goals, and technical considerations to find a happy medium for all stakeholders. Once I had identified common areas, I could decide what product features were necessary for the prototype. https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611262591570-CFL27W243HPRKK0UOSVR/20191219140226-9668758.png Signcraft - Information Architecture I then wrote down point of view (POV) needs the customers may have and how might me we (HMW) questions to help meet those needs. Point of View Statements & How Might We Questions: After wrapping up primary research, I dug deeper into the insights and needs I had generated. First, I restructured insights into POV statements, an actionable problem statement that defines the design challenge. Next, I restructured those POV statements into How Might We questions that would generate solution-oriented brainstorming. I brainstormed as many solutions as possible to the HMW questions. Customers need to know that Signcraft sells the high quality products they are looking for. Customers to navigate seamlessly and efficiently to find that Signcraft sells what they need. Customers need a pleasant engagement with the company and sometimes its employees. I created a high-level list of site features to further define and guide the vision for the product. Prioritizing the features with supporting research created a clear order of execution. https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611261908817-MRS84FHWUDH3JMOWHT7R/20200204021354-9880366.jpg Signcraft - The Client Signcraft was established in 1980 by a hard working man named John Prehn with a paint brush and a passion for handmade fine art. Forty years later the company sells a variety of signage, including gorgeous monument signs and custom sand blasted house address signs. https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611262745154-91B0915W7IQLYLB5PAYY/20191219150437-9669250.png Signcraft Based on the research and graphs, I created a site map which lays out the structure and organization of the content on the site. https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611263051106-GCMN4DL8ONQ3P112SPLJ/20191220035133-9674166.png Signcraft - Mid-Fidelity Wireframe https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/1611263092408-56EQ560DABKEVAFV26BE/20200125225447-9835646.png Signcraft - High-Fidelity Wireframe https://www.lexiefloor.com/branding daily 0.75 2025-02-04 https://images.squarespace-cdn.com/content/v1/60084efe1ab2dc6f4c3843cc/c3c8c14d-7329-4706-b030-d32a86f6f867/Protagonyst-BrandGuide-pages-mockup-02.png 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