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 Their website was outdated, and had product information that was both inaccurate and lacking in detail.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.

Organization

Adage Tech

Role

Lead UX Designer, Lead UI Designer

Responsibilities

UX Strategy Workshops, Research, UI Design, Brand Design

 
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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
 
  After our on-site client workshops, we created a wall of findings to help guide our designs

After our on-site client workshops, we created a wall of findings to help guide our designs


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.

 
 
  Virtual card sorting exercises to categorize the many departments and categories

Virtual card sorting exercises to categorize the many departments and categories

 
  Final information architecture, with color-coded template mapping

Final information architecture, with color-coded template mapping


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.

 
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Visual Design

 

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.

 
  Initial mood boards to start branding discussion

Initial mood boards to start branding discussion

 
 
 

Other featured work