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Redesign Rio de Ojas Website

Problem

Solution

Rio de Ojas is a Mexican themed local store in Southern California. They carry products ranging from jewelry, textile, kitchenware, and home decor objects.
Rio de Ojas website has a lot of items and it's very hard for users to navigate through and find what they want.
I am trying to learn about the users' online shopping habits from the local stores and figure out the users' pain points, preferences, likes and dislikes while shopping online.  

Timeline: Oct. 2022- 2 weeks

My Role: UX/UI Designer 

Interview Takeaways

Users: 5 people who shop both online and in-person.

5/5

users believe local stores carry higher quality items, thus are more expensive.

4/5

users prefer in-person shopping. 

4/5

users think local store’s website are not as convenient as box stores.

Usability Testing 

Users: People who shop online.

Research Objective: To understand how users navigate through the website.

Screenshot 2023-03-06 at 4.37.29 PM.png

4/5 users found the color scheme bold and distracting.

Also the design elements look chaotic.

Screenshot 2023-03-06 at 4.43.55 PM.png

5/5 users were distracted by the number of fonts used on the website.

Screenshot 2023-03-06 at 4.44.30 PM.png

3/5 users would like to see customers’ reviews and wishlist on the website.

 

4/5 participants think there’s not enough images and description for the items.

Screenshot 2023-03-06 at 4.45.40 PM.png

5/5 users were confused about the categories.

Some items are categorized in Spanish language.

C & C Analysi- Homepage

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C & C Analysis- Categories

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C & C Analysis- Cart

Screenshot 2023-03-06 at 4.51.36 PM.png

Card Sorting

One of the main points found in the usability testing was the organization and labeling of the categories. In order to create a new set of categories with more sensible naming, I ran a card sorting exercise to get feedback from users.

Card Sorting Analysis

There was an average of 7 categories made by participants.

The labelings users came up with:

  1. Jewelry

  2. Children

  3. Candles

  4. Kitchenware

  5. Textile

  6. Garden

  7. Religious

similarity-matrix.png

Sketches

Homepage
Product Detail
GA-47.jpg
Checkout
GA-49.jpg
GA-44.jpg

Wireframe

Homepage
Homepage.png
Subcategories
Sub Category.png
About Us
About Us.png
Product Detail
Product Detail.png
Categories
Category.png
Confirmation
Confirmation Page.png

Usability Testing

Findings

  1. “For a second I had to choose between Ceramic Plates and Kitchenware.”

  2.  “Unsure if was going to find it in Kitchen or Plates.”

  3. Based on Hitmap, %20 were confused between these 2 categories.

Future Plans

  1. Change labeling of categories.

Screenshot 2023-03-09 at 4.54.27 PM.png
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