Lacks Valley is a furniture store with locations in southern Texas and Mexico. Their website was outdated, and had product information that was both inaccurate and lacking in detail. Customers could not purchase items online, find which stores carried different products, or search and browse through products.
Lead UX Designer, Lead UI Designer
UX Strategy Workshops, Research, UI Design, Brand Design
Challenges and Constraints
- Large group of stakeholders to work with
- Limited in-person time to work with client
- Large number of users are Spanish-speaking (I don’t speak Spanish!)
ResearCh and Testing
Because the client wanted to revamp their website to be a true ecommerce experience, we started from scratch to learn about their business goals, and the goals of their users. With a team of two UX designers and a project manager, we ran a three-day workshop. Afterwards, we drafted a findings document with our constructive suggestions for moving forward.
- Stakeholder interviews to learn about the business goals of the team
- User interviews with members of their internal team that use the website, as well as Lacks customers
- On-site usability testing in a Lacks store with a laptop and actual Lacks customers
- Job shadowing a sales representatives who use the website as a sales tool
Personas and User Journeys
After user interviews and meeting with customers, we spent time with the client creating three key personas based off their users, and then created journeys for these users as a reference point when designing their site.
Information Architecture and Template Mapping
As a furniture ecommerce site, the information architecture has to be logical and clean so users can easily find what they are looking for. Our team spent part of the on-site workshop with a card sorting exercise to do a content inventory, and map out their furniture categories and the collections they belong in.
This IA was also used to create a map for templates to create in their new CMS.
What We Created
Search and Filtering
Our user interviews and usability tests told us there was a split between how cutomers want to use the Lacks website. Having a clear IA to lead users to the product of their choice, as well as robust search and filtering options were necessary. This allows users to find items based on how the internal team organizes and tags their content.
Customizable Product Pages
A content inventory with each department of Lacks helped us determine the amount of consistent and customizable fields to include on the product pages. Interviewing those involved in populating the website made it clear that these templates couldn’t be labor-intensive, and also had to function with any of the varying amounts of information they had for each product.
Vision & Branding Workshop
Based on interviews with the stakeholders and internal team, it was clear that wanted their brand to speak not only to the quality of their furniture, but incorporate their sense of community. I used mood boards to lead a discussion about their brand vision and overall style. Iterations of the mood board led to a new style system with a color palette, typography, and imagery style.