Bramble Berry started out as a small soap making supply e-commerce site that catered to entrepreneurs but had grown into a learning, inspiration, and shopping hub for both professional and novice crafters. Our job was to re-imagine their e-commerce experience and unlock new paths to inspiration and shopping that catered to their expanding business and newly defined personas.
I was the Sr. UX designer and researcher on this project and worked with the project director and client team to plan and execute all aspects of this project.
DEFINED THE UX STRATEGY
With newly defined, research-based personas as our starting point, we held a workshop with stakeholders across Bramble Berry's organization to define the current customer journey and to a reimagine the future-state customer journey. These journeys provided the foundation for the redesign.
AUDITED THE INITIAL-STATE EXPERIENCE
I started by auditing the initial-state user experience across Bramble Berry's six web properties. I performed a content audit and made recommendations on content to be merged or deprecated. I reviewed their clickstream and sales analytics to make sure popular and revenue-generating products were prioritized. Finally, I documented the initial-state user flows and information architecture to make sure we kept parts of the site that worked well.
Content Audit of All Sites
Initial State IA and User Flows
CREATED CONCEPTS FOR USER TESTING
UX flows and design concepts were created for the most significant site changes: site organization and navigation, shopping by crafts and by products, exploring projects, and cart and checkout. I defined the research goals, created a script and prototype, and completed user interviews and concept tests with 8 users.
User-Centered IA and Flow
Concept Test Script & Findings
FINALIZED AND DELIVERED ALL RESPONSIVE DESIGNS
Based on findings from the concept testing, a complete set of responsive (desktop and mobile) high fidelity wireframes and components were generated and handed off for development.
CART & CHECKOUT
Cart and checkout flow details.