First phase: Company&Product research
Second phase: market research
Third phase: Creating personas, user scenarios and architecture
Fourth phase: 6 UP
Fifth phase: Wireframes & Features
Last phase: Prototype - implementing wireframes into Axure
E-commerce: product page for Wilson Sporting Goods
About the company: The Wilson Sporting Goods Company is an American sports equipment manufacturer based in Chicago, Illinois. It has equipment for many sports, among them American football, badminton, baseball, basketball, fastpitch softball, golf, racquetball, soccer, squash, tennis and volleyball..
The improved interface: Single-product page (including cart, review submit and a new invented feature that I came out with)
Target Audience: each person that is interested in sports or wants to provide a gift.
I tried focusing on two personas:
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A pro tennis player that tries to pick a racket for himself
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A "rookie" tennis costumer/player that is new to buying racket
The problem: The current interface does a good job. But it doesn't do a GREAT job towards his costumer and it's variety of personas. As a "rookie" player, the interface wasn't very mindful or approaching toward my needs. There were times that I struggled on picking features and meazurments which was frustrating.
The solution:
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Adding new features that will fit and approach a better variety of personas. Example: automatic toggle measurement & image matches to the picked measure
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Improving current features to be more enjoyable and well updated to current trend. Example: emoticons, visualized opinions (instead of reviews)
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Making new micro-copy. Example: Let's shoot to my cart.
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Creating a new INVENTED feature that can help easy the process and overload of product picking and buying in the E-commerce industry, and may improve conversion rates: 'The Inside Tabs'.
Prototype in Axure: