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Project 2 - Anthropologie Home Microsite by: Denese Doby

General Assembly-Project3 - Anthropologie Home Microsite
Created a high fidelity microsite from a highly curated selection of 75 plates, dish sets and bakingware from Anthropologie. Maximized top navigation categories by open and closed card sorting. Streamlined checkout for existing customers and added product filters in the secondary navigation.

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Project 2 - Anthropologie Home Microsite by: Denese Doby

  1. 1. ANTHROPOLOGIE HOME
  2. 2. MICROSITE anthropologiehome.com THE MISSION For the detail-oriented online shoppers who are disenchanted with current website companies’ product offering & navigation features. My idea is a microsite with highly curated products specifically focused on Home & Entertaining. Most website companies offer an overwhelming array of products that are not well organized.Home & Entertaining
  3. 3. MICROSITE anthropologiehome.com STREAMLINED The proposed microsite streamlines the users’ online experience bolstering them with personal styling tips, social media & customer reviews while also providing clear communication. Home & Entertaining
  4. 4. MICROSITE anthropologiehome.com THE VISION Design a Streamlined Microsite
  5. 5. MICROSITE anthropologiehome.com THE ARTSY DAD PERSONA
  6. 6. MICROSITE anthropologiehome.com PAIN POINTS Artsy Dad persona wants quick access to a range of options..
 Wants to know what’s new on repeat visits. Wants reassurance from others to know what’s cool & Wants social proof from others to know what’s cool. Wants a feeling of relationship with the brand. Add Left Navigational Filters (as seen on macys.com website)
 Add “New Arrivals” Filter on left navigational bar—in addition to “New” category on global navigation. Place “SHOP INSTAGRAM” link in a more predominant location on microsite. not just on footer. Added the "Brand" category to new left navigation bar. SOLUTIONS
  7. 7. MICROSITE anthropologiehome.com SOLUTIONS Research Competitors of Anthropologie: West Elm, World Market & Urban Outfitters
 Research Non-Competitors’ websites that offer features to ease our Artsy Dad Personas’ Pain Points. Free People, Macy’s, Bryght, Warbly Parker, Hard Graft, FAB, Macy’s, Ebay & Amazon
  8. 8. MICROSITE anthropologiehome.com THE PROCESS CARD SORTING TESTING REVISIONS RESEARCH COMPETITIVE ANALYSIS IMPLEMENT CHANGES MORE USABILITY TESTING
  9. 9. MICROSITE anthropologiehome.com COMPETITORS Curated Non-Competitors General e-commerce Competitors Mass Market The competitive space for Anthropologie.
  10. 10. MICROSITE anthropologiehome.com MICROSITE PROJECT highly curated collection
  11. 11. MICROSITE anthropologiehome.com SOCIAL PROOF
  12. 12. MICROSITE anthropologiehome.com ANTHROPOLOGIE HOME
  13. 13. MICROSITE anthropologiehome.com Create, Validate & Revise THE IDEA Through Research, Card Sorting & Usability Testing, Evaluate parent company’s existing navigational features, product selection & their competitors’.
 Plan User Flow, Design Sitemap & constantly conduct User Testing to validate all changes in website design. The microsite will maintain the retailer’s brand identity.
  14. 14. MICROSITE anthropologiehome.com CHALLENGE User Testing Validate through research, planning & user testing that assigned task can be accomplished with newly added or deleted navigation features.
  15. 15. MICROSITE anthropologiehome.com PRODUCT CURATING Begin Card Sorting & Curating Products for Microsite
  16. 16. MICROSITE anthropologiehome.com OUR USERS Therapist Visual Designer Office Manager Female Female Female
  17. 17. MICROSITE anthropologiehome.com OUR USERS Art Teacher Architect Military Service Male Male Male
  18. 18. MICROSITE anthropologiehome.com ITERATIONS Curate test…curate again…
  19. 19. MICROSITE anthropologiehome.com GALLERY nesting owl Cupcakes raised bloom raised bloom latte dessert nature table saga side sun grove
  20. 20. MICROSITE anthropologiehome.com COMPETITIVE Website Product Page Product Detail Navigation Product Reviews New Trends Social Media Check-outsShipping & Returns • 4 rows of product across page. • Picture larger than 1st product page. • Capabilities to zoom in closer. • Bulleted Details Represented on:• Easy to navigate through tabs. •Text is small though. • Does not offer aTrends tab to navigate through. • Does offer“Shop by Brand”&“You might Like” • Not easy to access. • Must select product then scroll down page to read the reviews & ratings. • Not easy to find New Arrivals information. • User has to Hover over the “House & Home”tab to see a drop down window. • Not easy to access info. • Must type“shipping”or “returns”in search window to see company policies. * • Not a quick check-out process. • Must type select quantity of item to purchase, then ** • 2 rows of product across page. • Picture larger than 1st product page. • Capabilities to zoom in closer. • Bulleted Details Represented on:• Easy to navigate through tabs. • Excessive # of Nav Bars • Does not offer aTrends tab to navigate through. • Does offer the“Most Pinned”subcategory. • Offers “Read the Buzz” &“Reviews”information. • Does offer “Related Products” category. • Easy to find New Arrivals information. • Not easy to access info. • Information offered on bottom footer section. Also offered when product detail screen is accessed. • Quick check-out process. • Place item in basket & select“Quick Check-out” *Shipping & Returns: After selecting a product, page is directed to larger picture of product, product description &“shipping & returns”policies. **Check-Outs: Double click on bag icon at top right--to be given the option to check-out. Check-out process needs to streamlined. *** Could stand to streamline the path & perhaps leave out 1 to 2 subcategories for faster navigation. Home & Kitchen > Kitchen & Dining > Kitchen Utensils & Gadgets > Cooking Utensils ****Also offers“Featured Recommendations”, “Brand”,“Eligible for Free Shipping”,“Packaging Options”, “Condition”,“Price”,“Seller”,“Discount”&“Availability. • 3 rows of product across page. • Picture larger than 1st product page. • Capabilities to zoom in closer. • Bulleted Details Represented on:• Easy to navigate through tabs. • Does offer“Shop by Brand Category. • Does not offer aTrends tab to navigate through. • Does offer the“Most Pinned”subcategory. • Not offered. • Does offer“Related Services”&“Related Products”categories. • Easy to find New Arrivals information. • Not easy to access info. • Information offered on bottom footer section. Also offered when product detail screen is accessed. • Quick check-out process. • Place item in basket & select“Quick Check-out” • 4 rows of product across page. • Picture larger than 1st product page. • Capabilities to zoom in closer. • Bulleted Details Represented on:• Easy-ish to navigate through tabs. *** ()Could be improved. • Does not offer aTrends tab to navigate through. • Does offer the“Most Popular Page using Search • Customer reviews are offered. • Does offer“Products RecentlyViewed”**** • New Arrivals information available using Search tool. • Not easy to access info. • Information offered on bottom footer section. Also offered when product detail screen is accessed. • Quick check-out process. • Place item in basket & select“Quick Check-out” • 3 rows of product across page. • 3 to 5 smaller pictures of product shown. • Capabilities to zoom in closer. • Details included Represented on:• Easy to navigate through tabs. • Does not offer aTrends tab but does offer a UO blog with recipes, gift giving ideas and decor tips • Offered. Both by star rating system & customer reviews. • Easy to find New Arrivals information. • Offers filters of:“Style”, “Color”&“Brand.” • Information offered on bottom footer section. • FREE SHIPPING Over $50 + Free Returns! information on product selection page. • Quick check-out process. • Place item in basket & select“Check-out”. • 3-5 rows of product across page. • 5 smaller pictures of product shown. • Capabilities to zoom in closer. • Details included Represented on:• Extremely easy to navigate through tabs. •TypeTrends in Search box to access page of products that are trendy. • Customer reviews are offered. •“Most Popular”category shows trendy items. • Easy to find New Arrivals information on nav. bar. • Offers filters of:“Popular”, “Price”,“Color”&“Rooms”, &“Designer.” • Information offered on bottom footer section. • Information also shown on product selection page. • Quick check-out process. • Place item in bag & select“Check-out”. ANALYSIS
  21. 21. MICROSITE anthropologiehome.com FEEDBACK A large portion of the male users were wanting to bybass reading reviews to go directly to making purchases. So many different paths to reach same goal of making the purchase. Added hot spots throughout the site to accomodate different users.
  22. 22. MICROSITE anthropologiehome.com LOURDES RYAN JARRET SHAWN GARY JIM LAURA TESTING FEMALE MALE MALE MALE MALE MALE FEMALE FIND SHIPPING POLICIES GO TO KITCHEN PRODUCTS SHOP BY BRAND SELECT REVOL BRAND MAKE A BAKEWARE PURCHASE CLOSE SHIPPING POLICY WINDOW VIEW DETAILS CLOSE DETAILS LOOK AT REVIEWS CLOSE REVIEWS ADD TO CART CHECKOUT SELECT FILOMENA BAKEWARE X X X X X X X X X X X X X X X X X X X X X X X X X X X **MADE REVISIONS BASED ON 1ST 3 USER COMMENTS. **MADE REVISIONS BASED ON LAST SET OF 4 USER PAIN POINTS. CLICKABLE PROTOTYPE USABILITY TESTING AGES: 26-47
  23. 23. MICROSITE anthropologiehome.com **TESTED FINAL REVISIONS. CLICKABLE PROTOTYPE USABILITY ADDITIONAL TESTING Glenn Brian TESTING MALE MALE FIND SHIPPING POLICIES GO TO KITCHEN PRODUCTS SHOP BY BRAND SELECT REVOL BRAND MAKE A BAKEWARE PURCHASE CLOSE SHIPPING POLICY WINDOW VIEW DETAILS CLOSE DETAILS LOOK AT REVIEWS SKIPPED THIS STEP SKIPPED THIS STEP SKIPPED THIS STEPCLOSE REVIEWS ADD TO CART CHECKOUT SELECT FILOMENA BAKEWARE X X X
  24. 24. THANK YOU

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General Assembly-Project3 - Anthropologie Home Microsite Created a high fidelity microsite from a highly curated selection of 75 plates, dish sets and bakingware from Anthropologie. Maximized top navigation categories by open and closed card sorting. Streamlined checkout for existing customers and added product filters in the secondary navigation.

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