The Run Up
CopperSmith is an e-commerce company that specializes in copper products for the home. We began our engagement with by doing a UX Audit in order to find leaks in their funnel. Based on this we were tasked with redesigning the site, normalizing their logo, and creating a brand book for their organization.
Using Nielsen Norman heuristic evaluation guidelines, merged with best practices we created a full scorecard highlighting areas where the site needed improvement. Our high level findings were placed in a presentation to be reviewed with the client. Some of these were implemented on the existing site while others carried over to the new site design. Site conversions showed a 15% increase with just these modest changes alone.
Following intensive stakeholder interviews we realized that not only did we need to define the user but also the brand. The orginal logo had been designed in word and the color palette kept changing with every iteration of the site. In order to narrow this down we worked on a number of brand personas to help aide with the ultimate visual design of the site. This also led to a redrawing and diagraming of the logo as well as a brand book. We were simultaneously working on user research and the development of user personas. This was to create a holistic approach to not only the redesign of the site but to the business as a whole.
Moving into the next phase we began creating low-fidelity wireframes based on the user research recommendations. After fully sussing out the overall site design we moved into the digital wireframing and visual design phase.
Designing for a responsive website we also made the recommendation to incorporate a third party company called Cylindo that creates 3-D models of products that create a full 360 degree experience for the user. We also implemented a multi-page checkout to deal with the custom build aspects of the product and to help prevent problems with returns.