EATALY online store
INFORMATION ARCHITECTURE/UI DESIGN
CASE STUDY
A popular marketplace needs an additional seasonal online store to help its users quickly locate seasonal artisanal products which customers would be able to easily purchase with a convenient and easy system of shipping.
CLIENT
Eataly is a vibrant Italian marketplace that markets itself as a respectful environment with a high quality of food and standards who cares about their customers and is looking for every single opportunity to excel.
GOAL
Re-design an existing client's website in with a 100 selected spring-themed items to simplify the online search, shipping and successful path to purchase.
ROLE
Information architect with a team of 6 designers on the research stage of the project. Independent UX/UI designer at the final stage.
research
BUSINESS ANALYSIS
To better understand my client and current market trends I researched current Eataly’s competitors. While analyzing I was testing all the three websites for responsive nature of elements, informational hierarchy and easy access to products. Key findings prompted my make design decisions.
INFORMATION ARCHITECHTURE
Our team made a field trip and performed a content audit of existing products and items at the client's marketplace.
There is a major difference between online and physical store, where a lot of items are simply not displayed on the website including the ones that are sourced from different countries.
After 7 card sorting (open and closed) with different users matching my persona i was able to understand what they were looking for in terms of information architecture. They tend to classify products in terms of meals as opposed to separate products.
Having identified IA heuristics, I created a sitemap applicable to the structure of all responsive wireframes (mobile, tablet, and desktop).
WIREFRAMES
I sketched an approximate design that would solve my user's problems of locating and shipping items as well as sharing information about purchases on a mobile device as this is her primary tool for purchasing and sharing information. After 5 usability testing and iterations, I created a final mobile prototype.
FINAL ITERATION
After testing the mobile prototype I created responsive versions for the tablet and desktop screens to enable customer satisfaction on several online platforms.
NEXT STEPS
Creating pop-up stores for every season
Creating an app
Developing a rewards system
