Helping share life’s important moments

We prioritize customer satisfaction by providing a high-quality e-commerce experience for all your photo products.

Client
HEMA/PNI Media
Year

2017

Role
  • Product Designer
Scope
  • User research
  • Sketching
  • Design
  • Prototyping
  • Interaction Design

Problem

HEMA wanted to explore using our e-commerce platform to solve a technical problem. They felt their software was limiting and outdated.

What are our goals for the pitch?

There was a lot of ambiguity at the onset of this project. I collaborated with a product owner, art director, and UI designer to work through the uncertainty. In order to achieve this, we took on the following tasks.

  • Audited the existing site
  • Reviewed the competitor landscape
  • Researched user needs
  • Gathered existing user insights

What does the current print landscape look like?

Competitive Analysis

After identifying sections needing attention, we prioritized improving the uploading experience, which was lacking across the board. We also discovered mobile respondents had less functionality, making them dependent on desktop.

Qualitative Research

Working with our user researcher, I discovered user behaviors for print discovery and creation. I identified areas for improvement by using feedback from our user researcher and my own experience with the builder.

What areas can we improve in?

Further analysis revealed insights into the photo book creation experience. Creating a customer journey map helped highlight problems. We identified and prioritized key areas for improvement, including theme selection, image upload, and tool selection. These areas caused frustration and wasted time due to inefficiencies.

How might we help customers customize personalized products more quickly and with less difficulty?

Our Outcome

Our software makes photo books quickly, effortlessly, and calmly, so our customers don’t have to spend hours on them. So we decided to retheme only the home page and SKU page since the existing framework for the marketing site was successful with our other photo sites.

Design Highlights

  • Implementing a progress bar
  • Allowing users to preview a book in the themes section
  • Visually managing image uploads
  • Work with a similar framework as those used by other photo editing web and mobile applications

Key Learnings

The client was impressed with the redesign prototype containing animations but couldn’t work due to legal issues with European company. Though this was unfortunate timing, the validation from our client was encouraging.

Despite the setback, the project taught me valuable lessons in design best practices and creating better forms for both web and mobile. I created a scalable library of shared components in Sketch.

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