Hailee GRace Boutique
Hailee Grace Boutique is a fun and modern women's clothing store in downtown Denver's Larimer Square. While their social media presence is active on Instagram, their website was lacking that same traffic.
I sat down to discuss the goals of the website with the owners, Hailee and Grace, while exploring options for a new website layout. Our goal was to increase sales and traffic, while maintaining a clean and simple user interface.
In addition to an interview with the stakeholders, I conducted user research. I spoke with several customers who expressed a frustration at the lack of parking in the boutique's surrounding neighborhood. They like to shop at Hailee Grace, but sometimes the parking can make that difficult. They told me they would shop online for their favorite Hailee Grace pieces, and would especially like to see a "pick up" option to forgo the waste and money of shipping within the city.
The "waiting room" couch where I conducted user and stakeholder interviews
After interviewing the target audience and stakeholders, it was time to create user personas and identify my main opportunities for improvement. I found two personas in my research, the "serial shopper" and the "seasonal shopper". The seasonal shopper was looking for an efficient way to shop for the items she needs, while the serial shopper hoped to stay abreast on the latest trends and easily buy the item she's eyeing before its gone.
Meagan, the seasonal shopper, is looking to easily identify and purchase the item she knows she wants or needs. Her frustration stems from going to a lot of different places to find the right item in the right size. She's looking for efficiency.
Sarah keeps up with trends and follows Hailee Grace on instagram. She meets frustration when she sees an item on their instagram feed, but by the time she comes to purchase it, its gone. She is looking for convenience.
Once settled on my personas, I set out to discover a simple, but functional layout that conveyed the fun and unique spirit of the store. I felt it was important to include a feature that displayed new items and trends that might be on the forefront of the boutique's offering. Additionally, making the top navigation simple and adding filters to product listing pages offered the efficient experience our seasonal shopper was looking for.
I added a "pick up" option that was mentioned in the user interviews.