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Adriano
Adriano is a shoe retailer founded in Cuenca, Ecuador. They are a family founded brand that focuses on creating quality footwear. There shoes have been available in many countries throughout Latin America, but they are branching out to the US market.
ROLE: UX/UI DESIGNER | TOOLS: FIGMA, ADOBE SUITE, GOOGLE FORMS
Challenges
Solutions
Project Goals
Adriano is new to the US market, with little customer recognition and brand trust in the United States.
In much of Latin America where Adriano is sold, use of online shopping is extremely low, and as a brand Adriano has not focused on their online platform as a source of sales generation.
Study and implement conventions and standards set by established American footwear brands to generate trust and confidence in users.
Make information available on the site that will tell the story of Adriano, and allow new customers to have a better idea of the brand history and ideology.
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Connect users to brand’s story and history.
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Aid in meeting business goals.
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Foster high user satisfaction.
Analyzing the User and brand profile
RESEARCH PROCESS
To have a clear idea of the average user and overall brand, I analyzed:
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Customer Demographics
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Most Popular Products
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Brand goals and needs
After my analysis, I was able to create personas that represented different users, and design with these personas in mind.
Competitive Analysis
RESEARCH PROCESS
Because Adriano is new to the US, I used competitive analysis to compare and define what website standards had been set by popular US footwear retailers. These standards would then be implemented in my designs to generate trust and confidence in the user.
Product information
Knowing what product information is typically available to US customers was crucial in designing product pages that were consistent with US brand standards.
Using this analysis, I was able to determine that the important information to have with each product would be: size guide, reviews, and materials
Menu Style Comparison
Menu style throughout all brands studied was consistently a mega menu. This let me know that without a doubt the menu of the designs needed to be a mega menu. Users would be very accustomed to to seeing this type of menu when shopping online for shoes and having a different style might generate distrust.
Using user surveys to identify user priorities
RESEARCH PROCESS
Getting the opinions of users would later help me make decisions and prioritize user needs while designing.
Research Synthesis
After gathering the opinions of users, and identifying industry trends and standards, I knew my designs needed to:
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Have easy-to-use, accessible size guides.
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Include an “About” page for new users to familiarize themselves with the brand.
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Capitalize on user habits of buying in the moment after seeing something they like.
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Be accessible on both mobile and desktop.
Designing wireframes
DESIGN PROCESS
These initial designs had the goal of implementing my research and brand information gathered to best meet user needs and accomplish business goals.
High-Fidelty Protoype testing
PROTOTYPING AND TESTING
My next step was creating a fully functional prototype, and running usability tests to see what needed improvement and what was successful.
Final Designs
Final designs were re-tested on users and usability test results improved, and feedback was overall highly positive. The board approved the designs, and the site was launched.
Backed by Research
Final Designs leverged insights from research to optimize the site for maximum results and ouput. Designs implemented findings and opinions from users discovered through various research methods and rounds of testing.
Connecting Users to Brand
Designs focused on fostering a connection between users and the brand, and representing the story and values behind Adriano.
Intuitive and Accessible
Final designs emphasized being highly intuitive for users to quickly find the information most important to them. Designs also prioritized accessibility to accomodate users and enhance their experience.
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