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4th Avenue Market

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.

Time: 2 Weeks.                      Tools: Sketch, Invision, Adobe CS

Deliverables

My Role

Tools Used

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.

Steps Taken

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.

Top Findings

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.

A

Categorization &
Hierarchy

Lack of filter options forces users to go through the entire product list.​5/5 users wanted a more natural way to find products.

Products need organization and fewer categories. With the current navigation and 130+ categories, it is difficult to find products.

C

registration /
Login issue:

B

Product Filtering and sort by:

Good Findings

A

Categorization &
Hierarchy

Products need organization and fewer categories. With the current navigation and 130+ categories, it is difficult to find products.

UX/UI Design

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.

UX/UI Design

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