Dolores Iguacel | Showcasy - Webflow HTML Website Template

Date

May 5, 2023

Client Name

Dolores Iguacel

Role

Website Design

UX/UI

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Project Overview

This case study delves into the process of designing a responsive e-commerce website for Dolores Iguacel, a small jewelry business based in Buenos Aires. The project's objective was to identify user pain points, propose solutions, and create an intuitive and engaging online shopping experience for customers.

Impact

The primary goal of this project was to create a responsive e-commerce website for Dolores Iguacel that effectively bridges the gap between the online shopping experience and the actual product received by customers. By achieving this, the project aimed to enhance customer trust, satisfaction, and overall engagement with the brand.

Problem

The core challenge addressed in this project was the disconnection between the online shopping experience and the actual product received by customers of Dolores Iguacel. Despite the company's reputation for unique, high-quality, and handcrafted fashion accessories, customers often face a disparity between their expectations based on the website's presentation and the reality of the product upon arrival.

Goal

By aligning user expectations with the delivered product, the proposed solution aimed to foster a stronger sense of trust and reliability among customers. This, in turn, could lead to increased customer satisfaction and loyalty, positively impacting the company's brand reputation and encouraging repeat purchases.

Role

Timeline

Team

Website Design

5 weeks (3 days a week)

Vicktoria di Giorgio ( UX/UI Designer) Zen Vorobeyva (UX/UI Designer)

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User Research

The methodology we used to get answers to these questions we used:

User Interviews
Competitor Analyses
Secondary Research

Users want the reality of a store and the convenience of buying online

Research Insights

Identified lack of product information and insufficient product display as key challenges
Uncovered the need to provide real-time stock availability information to customers

User Insights

Dolores Iguacel online store was designed to sell unique pieces of jewelry. We have observed that the information on the products is not matching what the user receives, which is causing users not to buy online.

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Based on our research, we created a User Persona with a real Argentina name Florencia

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Design Strategy

Based on our research, decided to go for a strategy with 3 key items

Transparent Product Presentation
Visual Storytelling and Brand Identity
User-Centric Product Details

Transparent Product Presentation

Clearly represent products with high-quality images, detailed descriptions, and user-generated content
Showcase unique design, materials, and craftsmanship to build trust and confidence

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Visual Storytelling and Brand Identity

Use visual storytelling to convey the brand's identity
Highlighting the founders and artisanal process
Engage customers with behind-the-scenes visuals to enhance brand authenticity

User-Centric Product Details

Prioritize essential product details through symbols and icons.
Allow customers to upload photos and reviews for a sense of community involvement.

Usability Testing Findings

Positive feedback on user flow and navigation
Challenges conveying unique selling point in the Mid-fi design
Reviews needed more prominence on the product page
Confusion around the home page image required clarification

Conclusion

In conclusion, this case study highlights the process of designing an e-commerce website that addressed user pain points, leveraged research insights, and resulted in an engaging and transparent online shopping experience. The collaborative effort of the design team and the integration of user-centered design strategies successfully bridged the gap between perception and reality for Dolores Iguacel's customers.

User-centered design improvements have made Dolores Iguacel's online store more engaging and trustworthy.

Next Steps

Conduct User testing with the Hi-Fi version of the website
Iterate product as necessary
Develop the mobile device prototype

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“His professionalism, responsiveness, and dedication to delivering high-quality work have exceeded our expectations. We are incredibly grateful for Sarah's contributions and would highly recommend her to anyone in need of a talented and reliable designer.”