How might we help Serene...
Feel confident and inspired while creating a cohesive design plan for her new space?
...Quickly understand what the website offers and easily find products that meet her needs?
...Trust the site enough to confidently purchase decor online without seeing it in person?
DESIGN
Keeping the STORE & STORY top of mind for the user
The prototype includes:
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Updated homepage with new logo, typefaces, and graphics
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Updated 'about' page and 'people' page with updated copy
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Updated Sitemap based on extensive card-sorting research, including clearer separation between retail and custom design services
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New account sign in feature
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Updated checkout flow with updated copy and product imagery, along with customer reviews, care tips for products, and recommended items
Learn more about the design sprint below:
Developing the low-fi prototype:
-HMW Questions
-User Flow
-Sketches
Delivering the final results:
-Low/Mid-fi Wireframes
-Low/Mid-fi Usability Testing
-Reworked Web Copy
-Hi-fi Wireframes
-Color Studies
RESEARCH
Before ‘Moroccan Moderne’ became stylish in the design world, Imports from Marrakesh, Ltd. was producing and sourcing handcrafted Moroccan tiles and rugs for clients in New York, Los Angeles, and Chicago as well as in Australia, Scotland and Hong Kong.
A retail pioneer, the owner Mohamed Elmaarouf founded Imports from Marrakesh during Chelsea Market’s early days. He has become a leading producer and source of handmade, fair-trade Moroccan home decor and fashion accessories for design lovers across the globe.
This is translated into a superb in-person humanized experience with trust and credibility, clarity and functionality. But nowhere does this exist on their existing web-presence.
Interview 1:
Marni, 27
FL, USA
Interview 2:
Eric, 45
FL, USA
Interview 3:
Jenna, 31
CA, USA
Interview 4:
Sammy, 34
NY, USA
Interview 5:
Bobbie, 55
NJ, USA
"I probably wouldn't go on this website again because it doesn't give me dopamine"
"The site lacks the luxury feel expected at its price point, doesn't do the products justice, and leaves me confused enough that I'd consider reaching out just to understand why I can't make a purchase"
"I know authentic Moroccan products are usually a little bit more expensive, but because you can't buy certain items, I wouldn't know it was a real store or business"
Understanding the User
With high taste and a low budget, Serene enjoys interior decorating in her spare time. Her aesthetic is comfortable boho-chic with the occasional pop of color. She can visualize a room’s outcome but needs a little help along the way. She loves her favorite store when it comes to looking for decor products.
Serene is excited to continue redesigning her new home. However, she needs help developing a design plan for her living room so she can create a functional space without feeling overwhelmed.