The brand is a Black-owned responsive e-commerce website that sells hair, beauty, and personal care products. Launched in 2019, 4th Ave Market curates items and products to resolve the unique needs of people of color and the professionals that serve them.
Revisit/ reorganize Information Architecture
Mobile-friendly design solutions
Deliver increased value and engagement
My responsibility in a multidisciplinary four-person team ranged from research, analyzing and testing the information architecture, to preliminary design, UI Design, usability testing, and prepare spec-docs for the client.
User interviews, heuristic evaluation, competitive and comparative analysis, usability testing on the current website, persona, journey map, information architecture, card sorting, open, closed and hybrid, tree testing, site map, sketching, wireframes, rapid prototyping, usability testing mid-fi and hi-fi, building specification document.
To better understand how the current website was working and to better understand the problem areas, we did Usability Testing on the existing site with five target users. We also conducted a Heuristic Analysis and a Competitive Analysis.
Products need organization and fewer categories. With the current navigation and 130+ categories, it is difficult to find products.
Lack of filter options forces users to go through the entire product list.5/5 users wanted a more natural way to find products.
To be able to create an account, the user is required to go to the footer and click “My Account” This is against the standard convention where a user would easily be able to register/login in the top navigation or the utility navigation.
3/5 users were unable to complete the sign-up/register process.
Simplify the top-level navigation and create appropriate sub-categories.
Include a filter and ways to find product faster, and display the available products featured first.
Work on providing relevant and dynamic content on the home page that represents better 4th Avenue Market.
We organized and categorized the existing content of the website, We created the existing site map to understand the current state, then we did three rounds of Card Sorting (open, hybrid and closed), and a round of tree testing. With the results of the analyses, we created arevised site map.
Add some of the products on multiple categories, so the user can find them easier. (e.g., Hair Irons were accessed under Hair Tools & Accessories)
Some items it was hard to categorize, we recommend creating one main category with multi-purpose products and locate this item there and under the locations users usually try to look for them.
The category had some issues, and users tested were not entirely sure that this was only for male products, we recommend to check "the Men Barbershop" as a category.
Taking into consideration all of our previous research, we created a mobile prototype that we could later translate into a desktop. We started by doing User interviews, gathered insights, created a persona, and journey mapped. Then started developing the new concepts and created Lo, Mid, and Hi-Fi wireframe prototypes. Next, we ran some Usability tests on each state and created Spec Docs of the final solution.
I interviewed 4 potential clients to understand pain points that the hair and beauty professionals face around the online presence and booking appointments.
4 participants age between 37-47 with 11-27 years of professional experience
Licensed Hair Stylists, Certified Educators, Barber and Hair Salon Owners.
Location: Texas, New York, Wisconsin and Philadelphia,
I get many new clients from my online presence (Facebook, Instagram, Google, Yelp, Vagaro, etc.)
Me or my salon has a website and I do all the work for it
I take care of all my professional online presence
I prefer a booking tool that is user-friendly and easy to use
Reviews and recommendations are highly important when selecting a booking service
“A friend of mine suggested it to me”
- User 2
I do my own website and is like having a second job
- User 4
40 years | Dallas, Texas | Hairdresser and educator
“I take care of my website and is like having a second job”
When hair and beauty professionals need to run their own business, they have to juggle many tools - from managing their bookings, to create and keep up with their social media platforms, so they can increase their client base and grow their business. The whole process can be time-consuming and very challenging. Angela is overwhelmed with the things she needs to do in order to run her shop. How can we help create a strong online presence for both her and her salon and help develop her customer base to have a successful business in the most efficient manner?
Using the previous research and the existing website as a starting point, we created a mobile-friendly version. We also developed clear design guidelines and criteria for the client to follow for the future.
We did several rounds of the design studio, and then iterated our designs and tested with potential users in every stage of the process. Here are some findings for the home page.
I would use this website because there are many products
- User 2
During all the stages we tested the home screen, the corresponding comments were not great. The initial home screen did not have any engaging information about the brand. For the next iterations, there were still mixed comments. Users mentioned that the homepage did not gain their trust - they wanted to see more product reviews.
Change the home feed to more engaging content. Take out the categories and add more photos that feature brands, products, and an Instagram feed. Also, create a new experience when you are signed in to your account and are able to see the content curated for you.
Develop a website targeted for hair and beauty professionals to help them create an online presence and an easy to use booking tool.
This will help them to be found by their potential clients.
Using our design standards, I was in charge of creating a Specification Document for the client so that he could provide a framework for the developers to implement. Here are some of the pages we delivered:
Build out desktop Hi-Fi prototype
Do usability test for Hi-Fi Desktop and Mobile Prototype
Marketing and improve category naming
Personalization / Preferences
Search Functionality Test
Data Clean up