CATHERINE BUI

USER EXPERIENCE DESIGN

CLIENT BRIEF

Revamp the current Party City website by streamlining navigation and adding exciting new features to increase customer engagement.

SOLO PROJECT

PROJECT DURATION

PROGRAMS USED

DELIVERABLES

2 weeks

Pen & Paper

Omnigraffle

InVision

Low-Fidelity Prototype

PERSONA

A detailed set of personas was provided in order to kick start the project. Of the available persona's I decided on Gayle in order to begin my design process.

RESEARCH

COMPETITIVE ANALYSIS

INTERVIEWS

Though I already had a persona to refer to for the redesign, additional research was still an incredibly important step in the process.

 

Visiting competitor websites allowed me to analyze, for good or bad, how other party supply websites were offering similar supplies and services in different ways. Interviewing real users of varying experience in party planning gave me insight on priorities, preferences, and shopping habits.

 

My findings, in addition to the persona, allowed to me to identify the most pressing problems to solve for.

DILEMMA

Gayle loves to plan themed parties in her home, but now, with her increasingly busy work and social schedule, she finds it difficult to set aside the time. In addition, finding new themes while being able to stick to a budget is challenging to do efficiently.

IDEATION

STORYBOARD

After analyzing the persona, the research, and the primary problem, I began the ideation process with a storyboard in order to get into Gayle's head and figure out the best approach for redesigning Party City.

PRELIMINARY SKETCHES

After completing the storyboard and going over the research results again, I began creating quick sketches of some possible ways to approach the navigation redesign and incorporation of party-planning features.

MINOR SETBACKS

One of my first hypotheses was to incorporate a tool in the header that allowed users to set cost and quantity in order to generate item galleries curated to their specific parameters. After an initial round of low-fidelity paper prototyping, I found that the majority of my testers missed this tool. Upon learning this, I chose to approach this feature from a different angle.

SOLUTION

Ultimately, I chose to consolidate navigation since most users opted for the search bar, anyway. In addition, I created a minimally-invasive pop-up tool which allows users like Gayle to quickly generate curated product galleries based on guest count, budget, and party theme in order to facilitate an efficient and personalized shopping experience.