Local signs + apparel
Anchor Art & Sign is a local custom apparel and sign shop. They currently rely on Facebook as their main source of online advertising, and communication. I believe a new site could increase revenue and expand their client base.
Project Title: Anchor Art | My Role: UX Researcher & Designer / UI Designer | Timeline: 2 Months
Design Process
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Empathize
Research Plan
User Interviews
Competitive Analysis -
Define
Project Goals
HMW & POV Statements
Affinity Map
User Persons -
Ideate
User Flow
Sketches
Lo-Fidelity Prototype -
Design
UI Kit
Branding
Wireframes
Hi-Fidelity Prototype -
Test
Usability Testing
Feedback
Refine
Solution
User Research Plan
Anchor Art & Sign, known for its bespoke apparel and signage, currently relies solely on Facebook for its online presence. By launching a dedicated website, they could potentially boost revenue as well as reach a wider audience. A website offers convenience, professionalism, and broader visibility, expanding Anchor Art & Signs’ customer base.
Research
Goals
Increase brand awareness through site traffic.
The site is currently hosted through the Facebook platform and relies on its design system to advertise. This is interfering with brand representation, and thus revenue.
Create a fun and inviting space for users to review the company's offerings.
I want to set the brand apart from the competition with a fun and inviting space that draws the user in.
Discover how users look for custom apparel and signs to determine a better method to gain their business.
User Interviews
Tasha E.
Business Owner
32
Dave L.
Finance
45
Brian B.
Press Printer
36
Steven R.
Project Manager
38
Sam H.
Marketing
35
Research
Order Experience: Users who had ordered custom apparel and sign services praised Anchor Art for their flexibility and overall experience.
Flexibility and Deadline: They made last-minute changes to an order, which were accommodated without missing the deadline.
Facebook Usability: Regular Facebook users may find it simple to navigate, but users who don’t find Facebook’s pages poorly designed, clunky, and generic.
Reasons for Choosing: Some users were attracted by competitive prices, customization options, and positive reviews.
Suggestions for Improvement: They would like more material and style options for future orders.
Trust Issues: Users tend to find it hard to trust businesses without their own websites.
Website Preferences: Users desire a mobile-friendly website with online ordering, a wide range of materials, quick turnaround times, and competitive pricing.
Competitive Analysis
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Signarama
While we may be an international corporation, we have a small-town dedication to service. Each of our locations is independently owned and operated by highly trained sign experts who are ready to help.
Strengths: International franchise.
Weaknesses: Higher costs and longer turn around time.
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Summit Sign + Graphics
Create captivating signage and environmental graphics. We strive to understand our client's goals, innovate and create, deliver projects efficiently, and evaluate our work thoroughly.
Strengths: Locally owned. More employees.
Weaknesses: Less hands-on with customers. Doesn’t offer apparel.
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Excel Signs & Design
For eye-catching, compelling signs and graphics that complement your brand, support your staff, and excite your customers about what you have to offer, Excel Signs & Design is the right St. Louis sign company for you!
Strengths: Established local name. It is highly rated online.
Weaknesses: It doesn’t offer apparel. Longer wait times. Less personal.
Project Goals
Business Goals
Increase awareness of print and design offerings, and expand the customer base
Provide a place for potential customers to see previous work.
Build trust with customers through a more reliable platform.
Provide users with easily accessible information to ensure a simple ordering process.
Expand client base through recommendations, online presence, and transparent policy.
Have a large list of customizable options.
Provide quality, consistent, and reliable work.
Maintain the highest quality and pricing offerings using the latest technology to ensure the best services for customers.
Work with customers on budget, technical constraints timeline, and customizable options.
Provide users with a seamless and simple ordering experience.
Build trust in the company and increase customers.
User Goals
Printers that offer reliable and cost-effective options and consistently deliver quality products.
Purchase custom apparel
Custom design services.
“I've placed orders for custom apparel and sign services in the past, It's a crucial part of my business, helping me cater to the diverse needs of my clients.”
Reliable and responsive customer service.
Getting the most for their money without sacrificing quality.
Work with a trusted supplier.
Technical Considerations
Simplifying the ordering process will allow users to place orders more easily.
UI cards that provide a consistent, predictable, and comfortable experience for all users.
Users expressed a pain point was not being able to order online. AAS may benefit from an online ordering portal.
Concerns
How do we give users the most bang for their buck?
How do we gain the user’s trust in the business?
How can we develop an online portal that provides value for the business, and the customer?
HMW
HMW Statement #1
How might we better the user experience to highlight important information while also maintaining brand identity?
HMW Statement #2
In what way could we increase the customer base and build a platform that works for many users.
HMW Statement #3
What improvements can we make to our ordering system to enhance customer satisfaction and simultaneously increase the value proposition for our business?
POV
POV Statement #1
I want to explore simple website layouts that showcase past work, reflect the company’s brand identity, and clearly outline it’s services.
POV Statement #2
I aim to enhance the business's online presence and expand its customer base.
POV Statement #3
I’d like to explore ways to improve the customer's ordering process.
Affinity Map
The Affinity mapping suggests that users struggle most with acquiring ingredients and finding recipes that work for their cooking knowledge, dietary restrictions, and family structure. These things have validated my original thought that a social community approach to cooking would benefit users by providing them with the tools, and knowledge to feel more comfortable cooking, and possible workarounds for their challenges.
User Personas
User Flows
The users that were interviewed had previous experience ordering online. I designed the navigation with that in mind to try and provide a familiar experience.
Sketches
The original sketches for the project.
Vertical Navigation
The original design focused on a vertical navigation system. Testing led me to explore a more traditional horizontal navigation due to confusion, and user errors.
Pop-out Gallery
This gallery idea was scrapped due to its usability. Users felt it was inconsistent with the rest of the the design.
Lo-fi Wireframes
The main structure made it through to the end, however the side navigation menu proved to be confusing in the first round of testing and was ultimately scrapped in the next iterations.
UI toolkit
The customer provided branding and a design system that they’ve used in the past for this project. I based the below UI elements on their existing identity.
Hi-fi Wireframes
The high-fidelity wireframes focus on large cards, and a simple UI, making online ordering easier for the customer.
Usability Test
Live Proofing
Users are able to upload their own files to get an on the spot proof. The upload file section also features a status bar, and various features that make ordering easy for the user.
Online Ordering
The online ordering experience is designed to be as simple and error free as possible. Users have experiences complicated, or antiquated order forms that can be confusing and unreliable.
Prototype
Give the prototype a try and let us know if you have any feedback you’d like to share!
Email us with your suggestions, and thoughts. We’d love to hear from you!
Reflection & next steps
I experienced significant growth as a UX designer by collaborating directly with a real client. This opportunity deepened my understanding of stakeholder engagement and required me to adapt my research approach to better serve the client's existing customer base. Working closely with a friend to implement design improvements for their business was immensely fulfilling, marking a transition from theoretical concepts to practical solutions. One of the main challenges I encountered was in recruiting research participants, although working directly with the client proved to be smooth and rewarding.
A surprising finding was the strong customer interest in online ordering, which led me to advocate for an online ordering platform featuring artwork uploads, effectively meeting user needs. This project taught me the importance of prioritizing user perspectives over my own biases, emphasizing the need for a comprehensive approach in design decisions, particularly in balancing traditional and online ordering methods to cater to diverse customer preferences.
