We collaborated with CGL to build a new digital storefront in time for the holidays as part of a larger brand refresh.
And knowing we had to make their products more discoverable, we opted to make it much more prominent. We moved it closer to the top of the page and made it persistent across every page on the site.
We asked ourselves questions that led to other, more involved questions, like "What should be a tag and what should be a category?" or "How do we go about naming each and what will they ultimately be used for?" We really needed the foresight to discern any future pitfalls to accurately answer these questions.
We set up tags to mirror the categories that helped structure the navigation. This allowed out filtering system to move along with the products we've set up.
We came up with the three "Buckets" we thought that would be most clear and sorted the categories to fit inside those umbrellas.
"Congratulations on getting the new storefront up and running. It looks like a more easily navigable interface, and I like the elimination of time limits on downloads."
Filtering has become prevalent enough on modern e-commerce websites that it's what customers expect, and it immediately made our products much easier to sift through. The old site had no filtering to speak of, so this was a major improvement.
So we started with User Research. Through several conversations with the client as well as through our own industry research, we were able to create some personas that accurately represented CGL's customer base.
We then used these to map out each users' journey through the site, getting them to complete a set of commonly performed tasks like adding/removing items to the cart, searching for a product or writing a product review.
Then wireframing those pages and finally creating (very) low-fidelity mockups, just to get a rough understanding of how the final product would turn out. There wasn't much debate on the structure or look of each so we jumped into development.
The bulk of the dev work was product filtering, styling and modifying Shopify Apps in a way our future selves would be proud of.
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