The Boeing Store
As part of General Assembly’s course, we were tasked to create high fidelity wireframes for a website at Boeing to be later handed off to another team within the company.
I chose to focus on the Boeing Store, which is where users can go to purchase Boeing branded apparel, decor, toys, and more.
I interviewed users to gather information on their usage of the Boeing store and other e-commerce websites. Along with the interview, I asked users to walk through a task flow I created to better understand how well the current website meets user needs.
Allowing users to share their unfiltered thoughts as they navigated through the site gave me a lot of insight on what features/flows they found confusing or complicated. And, seeing users get stuck or overwhelmed by choice was apparent, as they shared that with me during a few parts of the task flow.
Task Flow Diagram
I created this task flow diagram to help visualize the steps users would take on the current website in the user interviews I conducted.
After grouping and synthesizing notes from my research, I boiled down the feedback users gave down to three main problems.
Allowing users to share their unfiltered thoughts as they navigated through the task flow gave me a lot of insight on how they felt about certain aspects of the website.
This is a feature of the current site (drop down menu) that I needed to focus on improving, as all users I interviewed mentioned this was too complex and cluttered.
Additionally, all users mentioned the filtering panel on the left to be too sparse to effectively narrow down products to their needs, which is something else I know I needed to improve.
After interviewing my users, I created a user persona to best represent the targeted user. Creation of this persona helped me better understand who exactly I’m designing for by fostering more empathy for the user, Jada.
My next step was to whip out the pen & paper and sketch my ideas for the website’s new interface. When doing a design studio, I sketched out different screens that would best fit Jada’s needs, while avoiding anything she considers a pain point.
I translated those sketches and ideas in Sketch with the wireframes below, keeping my user persona in mind.
Although we had a limited time span for this project, I was able to perform a usability test with two different users using my wireframes to get a better view of how users felt about my redesign. Just like my first round of interviews, I asked users to perform the same task flow I created earlier, as they shared all their thoughts and feelings with me along the way.
Overall, users navigated through the wireframes with ease. Some feedback I did receive was to include even more recommended or related products, not just after adding an item to cart. So I'd recommend to include that in each of the product pages so users can view recommendations before they've even decided to add that item to their cart.
That way, if they change their mind on the product they were about to add to their cart, they can still view related products and find something similar to purchase instead.
This project is intended to be handed off to a group within Boeing. That team will then iterate off the work I completed in General Assembly and create a prototype for implementation.