NatureScapes is the most comprehensive, longest running online resource for nature photographers. As the sole designer for 9 years, I developed the brand by designing the company’s entire online experience. The different design facets include website design, eCommerce, customer experience, email marketing, SEO, and analytics. Working on many different design problems presented the opportunity to not only improve the overall user experience for customers and clients, but also increase trust, organic traffic, revenue, and customer loyalty.
By designing with user feedback and data, I improve customer shopping experiences through visual design as well as implementing new processes, systems, and standards. As a company with close relationships to its customers, I gained a breadth of knowledge in every area of the business to create designs centered around the customer.
Below is the design process for the online store. Check out my email marketing portfolio for a sampling of customer journeys and how I grew email list sign-ups. To see how I increased website traffic and conversion rate, view my SEO portfolio.
Version 1.0 of the store went live with only the basics in place and the goal of making improvements. After launch, I observed patterns to determine what to strengthen first to improve important areas like navigation, conversion rate, and organic traffic.
The process of preparing pages to receive customers was an undertaking for our small team. To launch, Version 1.0 of the store went live with the basics in place and the goal of making continuous improvements.
After launch and gaining traction, I analyzed sale and traffic patterns across product categories to determine what to strengthen first to improve conversion rate and organic traffic, keyword rankings, ease of use, and customer satisfaction.
My first goal was to improve user flow from the landing page with an approach that would help customers find what they are looking for while placing higher value categories front and center.
When writing content for store product pages and categories I always perform keyword and competitor research to determine action that helps customers. Volume, opportunity, and difficulty are all considered.
To improve user flow, I researched to learn how customers were using the website. I also wanted to understand how big box stores and direct competitors were organizing similar categories, presenting products, and how they compared.
Above is a persona for a unique customer in the online store based on customer feedback. When designing web features, emails, and promotions I think about customers like Sarah.
Pictured are a few wireframes showing updates for the main landing page as well as improvements to main and sub categories.
Once a strategic plan was in place, I created wireframes to communicate it visually to my team.
First, I examined the BigCommerce theme to learn how the template was set up and how to make modifications to the underlying code. That way I understood what changes were possible and the limitations.
Using written content and a list of ideas, I created wireframes for the store home and category pages and explained my analysis and suggested approach. I was sure to include some reusable elements for consistency and development speed.
Afterwards, a few modifications were implemented before approval and starting the visual design.
Using the wireframes as a blueprint, I designed the interface of the new pages focusing on simplicity.
My intent was to present all pages without distractions in an easy to understand and clear format. Strong graphic elements and a stylized web font are present throughout for branding consistency.