web refresh
CONCEPTS, PERSONAS, STRATEGY, WIREFRAMES, VISUAL DESIGN
roles & responsibilities
As Senior Designer at Easy Spirit, I am responsible for creating templates and establishing the visual design look and feel of the e-commerce site. For this Spring Refresh project, I created and delivered wireframes and final assets to the e-commerce dev team. The team included 2 marketing managers, 1 designer (myself), and 1 developer.
CHALLENGES & OPPORTUNITES
As the designer on this project, I needed to balance the needs of stakeholders, the needs of the user, and the constraints of the dev team. I worked closely with the marketing team to understand their goals for the season, and then worked with dev team to provide them with a template that was easy to update.
background
Easy Spirit’s e-commerce site receives around 700,000 visits monthly across all devices, and generates revenue of around $500,000 monthly. About 1/4 of the users generate 1/3 of the revenue—our power users are 55+ and our core users are 65+.
THE PROBLEM
We needed to refresh the Easy Spirit e-commerce website for spring in a fresh and appealing way. We had to strike a balance between lifestyle images and product-focused images.
THE GOAL
The goal was to create a responsive design website for the refresh of Easy Spirit’s e-commerce website for the spring season. I had to design a wireframe that could be sustained throughout the season without the need to make changes to the structure itself.
PERSONAS
MARY
“Just because I need comfort, it doesn’t mean I want to sacrifice style.”
65-year-old Mary is newly retired. She and her husband have just celebrated their 40th anniversary. Mary has 3 children and 5 grandchildren who live in different states. When she’s not visiting her children and their families, Mary loves to garden, volunteer at the local library, and walk with her friends who live close by. In fact, Mary some stays busier now that she’s retired than when she was working.
Since Mary is on her feet for most of the day, she needs shoes that are comfortable and easy to wear. But she also loves to express her personal style. She loves getting a good deal online.
JUSTINE
“I need my shoes to be comfortable in order to keep up with my active lifestyle.”
40-year-old Justine works 12 hour days as a pediatric nurse where she’s on her feet most of the day. On her days off, she loves to relieve stress by taking yoga and pilates classes.
With her busy schedule, Justine doesn’t have time for discomfort. She needs multi-purpose shoes that take her from errands to work out. She needs shoes that she can rely on for both comfort and style.
