Fitted Hawaii Online Store
ACCOMMODATING HIGH TRAFFIC AND FAST NAVIGATION.
Fitted Hawaii was experiencing high traffic on release days and the site was crashing often. They were using the same site for 10 years and this was the perfect opportunity to update the the stores navigation and UI.
HIFI Mocks/Screenshots
Existing Nav & UI
The original navigation and UI wasn’t so much problematic as much as it needed a facelift. Though the high priority issue was that the landing page didn’t take the customer directly to the FITTED online store. A lot of customers were frustrated by having no login and always having to resubmit customer info before purchasing. It was too many steps to go through before ultimately the product was sold out before they had a chance to reenter their correct info. With limited product per drop and lost time because of the flow, customers needed a way to access product quick and get through the ordering process faster.
Notes & Research
I took notes on the current store, spoke to customers, identified what was causing confusion, where customers were finding hang ups due to the cumbersome nav and focused on the biggest issue where placing orders became so timely because of too many steps and ultimately the site crashed far too often.
I researched competitors who also had limited quantities of product during and high traffic on release days, looked at who was doing it best and what take aways could be brought to the table.
Solution.
Change landing experience, make shopping the focal point allowing customers to get glimpse of product immediately. The initial product on display will be the current/most recent drops.
A uniformed grid/gallery with clickable images will link to item and details, this is how orders will begin. No frills or graphics, just a solid colored background and simple nav keeping the site’s load time quick.
The main UI will be a left hand nav for both desktop and mobile. The mobile version will adopt a hamburger menu and drop down to a list of subcategories the same as it is on web.
-
Site loads fast.
The main nav lists categories allowing customers to quickly scan with ease.
Selected category displays a grid of images under that selection. A tap on desired item begins the ordering process.
Items display in order of most recent release.
-
Shop has no custom filters to categorize by price, etc.
No real estate to add marketing material.
Sketches
Final Product
Launching
Once we came up with the subcategories I created wire frames to see how the flow worked. I provided the developer with detailed files and they were able to execute it as we envisioned it. You can view the live site here. This design has outperformed the original and has resulted in an increase in completed orders which has increased revenue.
