contract UX services provided for Digital Evolution Group
PROJECT SmithOptics.com Website Redesign
DURATION 3-6 months
UX DESIGN SERVICES
As a contract UX Designer for DEG, I jumped into a challenging, in-progress project to provide UX leadership, information architecture, wireframes and facet structure for their product listing pages. Collaborating with the DEG team and the client for a much-needed facelift for the Smith website, I worked with the design team to ensure the product pages got the UX love they deserved.
Smith Optic’s retail site is robust with many pages, so it was critical we create a structure that provided the user a clear path to find the product they’re looking for with ease and simplicity. I reorganized the pages to create an easier and more straightforward structure, culminating in a sitemap that provided a blueprint for the team to follow throughout the development of the site.
As an extension of the architecture, we needed to develop an accurate facets document for their vast product lines to provide the user an easier way to search for the product that suits their needs.
This document mapped out the facets (also called filters) that would be listed on the Product Listing pages (PLP), offering the user options to narrow their product search on that page, getting them closer to the product with the features they’re looking for.
Due to the breadth of their product lineup with numerous characteristics, this task took several iterations to ensure it was correct. But teamwork prevailed and we produced a strong list of facets for the client.
Information architecture (sitemap).
Facet structure document.
Smith Optic’s retail site is robust with many pages, so it was critical we create a structure that provided the user a clear path to find the product they’re looking for with ease and simplicity. I reorganized the pages to create an easier and more straightforward structure, culminating in a sitemap that provided a blueprint for the team to follow throughout the development of the site.
Information architecture (sitemap).
As an extension of the architecture, we needed to develop an accurate facets document for their vast product lines to provide the user an easier way to search for the product that suits their needs.
This document mapped out the facets (also called filters) that would be listed on the Product Listing pages (PLP), offering the user options to narrow their product search on that page, getting them closer to the product with the features they’re looking for.
Due to the breadth of their product lineup with numerous characteristics, this task took several iterations to ensure it was correct. But teamwork prevailed and we produced a strong list of facets for the client.
Facet structure document.
To tackle the challenge of revamping the confusing navigation, the adaptive-view, clickable high-fidelity wireframe utilized a megamenu on desktop and a robust hamburger menu on mobile that showcased the subpages within each species category. This allowed users to see a broad but organized range of available content to click into and browse.
Taking into considerations specific requests from the Smith client, I was able to accommodate details such as
Later in the project, I wireframed an additional interface that guided the user through a path to add an eyeglass prescription. Examples of this wireframe coming soon.
view wireframes
Product detail page (wireframe).
Throughout this project, I supported the visual designers as they created the layouts, collaborating and helping them make good UX decisions. We regularly discussed the best user experience to incorporate into their designs, and met often to collaborate and ensure the look and feel was meeting the user experience expectations.
Designs created by DEG designers.
While this project did not include the full UX process, it is a prime example of how I can jump into a project mid-stream and offer solid UX leadership and guidance. I led the Smith Optics team through some challenging aspects of the process, giving them a set of fresh eyes and positive outlook, resulting in a website with better user experience and interaction design.
i’d love to discuss how to incorporate UX intoyour clients’ next website project
785-691-9876
