The challenge
Cap wearers have a hard time finding caps that fit well and look good.
The goal
Design an intuitive shopping experience that allows users to buy the perfect cap online.
Initial research
I conducted interviews and created empathy maps to understand the users I am designing for and their needs. A primary user group identified through research was runners who have difficulties finding a cap that will be both functional and stylish.
This user group confirmed initial assumptions about how complex it is to find good caps. Research also revealed that complexity was not the only factor limiting them from finding the perfect cap. Other problems included a lack of style choices, reviews, and quality images of the product.
Design, test, iterate
With clear understanding of the users and potential solutions to address their pain points, I built the main user flow that would allow users to browse popular caps, customize or build a cap from scratch, add items to cart, and complete the checkout process.
Then, I started sketching iterations of each screen of the user flow until I was ready to move to digital wireframes, and connect them to create a lo-fi prototype that would be used in usability study.
Usability study
The usability study using the lo-fi prototype revealed what aspects of the user experience needed refining.
Findings
Users were confused about how to access the customization tool. Therefore, a link was added to the main menu and a call-to-action on the products page.
Users didn't quite understand how to complete the checkout. Therefore, the accordion module was replaced by a step-by-step process.
Users thought there were not enough products shown on the product list page. Therefore, the header image was removed to provide more room for the products.
The results
The final user experience allows users to browse through the Ciele Athletics products quickly, access quality images and reviews of the products, design their own Ciele cap, and complete checkout.
The visuals are in line with the brand's dynamism and put the product front and center.
