KATHRYN DRURY - The Paper Store

DESKTOP PROTOTYPE

THE PAPER STORE:

E-commerce Website Redesign

CLIENT: The Paper Store, Fredericksburg

ROLE: UX/UI Designer and Researcher

DELIVERABLES: Two Personas, High Fidelity Mockup, High Fidelity Prototype

RESEARCH & DESIGN METHODS USED: Card Sort, Sketching, Research, Comparative and Competitive Analysis, Personas, User Flows, Wireframes, Hi-Fi Mockup, and User Testing

DISCOVERY & RESEARCH:

PROBLEM:

The Paper Store in Fredericksburg, Texas, is losing customers because of Covid 19. They need an e-commerce website that reflects their brick-and-mortar shopping experience so that their customers can purchase their inventory from the safety of home.

SOLUTION:

Create a functional e-commerce website with a small-town craft aesthetic popular among competitors with details specific to The Paper Stores’ business brand. The site must contain the entire inventory, have several ways to purchase items, have an about us page and a contact page.

RESEARCH:

Research from demographic sites, tourism sites, yelp, social media, and interviews revealed who The Paper Stores’ customers are, reasons why they shop there, and the circumstances that lead them to buy the inventory The Paper Store provides. It also showed what strategies competitors such as Paper Craft Pantry and The Paper Place in nearby Austin employ to retain customers.

NARROWING OF SCOPE & STRUCTURE:

PERSONAS:

From the research, customer personas and trends emerged. Customers are either retired or visiting from out of town and use Paper Store products for leisure time craft activities and gifts. Sales are highest on weekends, during community events, and around holidays.

SKETCHING & IDEATION:

INTERFACE WIREFRAMES:

Competitive analysis, inventory, user card sorts, and customer habits informed the website interface design. Key features were: several ways to locate and purchase items, a contact page, multiple views of products, and an “about us” page.