Garlick Sugar E-Commerce Site

A Case Study

Overview

Product

Garlick Sugar is a clothing and accessories brand looking to build a website to boost sales, increase email newsletter subscriptions, and increase their SEO.

Project duration

Jan 2023–Mar 2023

Goal

Design a responsive website that allows them to better control their profit margins and increases subscriptions to their newsletter.

Roles

UX designer designing the website from conception to delivery.

Research

Methods
  • Competitive Analyses
  • Information Architecture
Insights

Primary user groups are young adults typically ranging from 18-25. Research indicates that users prioritize an explicit and intuitive experience from cart to final payment.

Screenshot of the Ketnipz landing page
The Ketnipz shop landing page
Screenshot of the Good Mythical Morning landing page
The Good Mythical Morning shop landing page
The Teddy Fresh shop landing page
Pain Points

Is it clear? Is the navigation simple? Are users secure where they are in the process?

Is it intuitive? Does the flow make sense? Can users easily navigate through it without any additional info?

Is it unique? Is the site and the products it offers unique? Is it worth sharing?

Wireframes & Mockups

Usability Studies: Before & After

Updated mockups include additional breadcrumb navigation during the checkout process, as well as more obvious back navigation between checkout steps. You can view final wireframes here and final mockups here.

A wireframe before a usability study
A mockup after a usability study
Isometric screens for the Garlick Sugar e-commerce website

Takeaways & Next Steps

Takeaways
  • Assuring users in their decisions.
  • More intuitive flow = less abandoned carts.
  • Iteration is key!
Next Steps

Usability Research Conducting heat map and A/B testing to determine additional areas of improvements.

Quality of Life Adding account settings and implementing additional subnavs in the main menu.

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