Xion.Store Utah based startup company currently undergoing growth.
Outdoor retailer eCommerce modeled similar to Amazon's business.
Interfaced with stakeholder and received briefing of the objectives
CEO desired for new visitors to understand the company business model
Focus on changing only things that were needed (i.e. user pain points)
Help users recognize Xion’s business model (Stakeholder’s) concern
Allow users to reveal design flaws through task instructions (usability testing)
Make iterations in design based off research findings
Top of Landing Page
*Research shows, payment forms in a darker banner promote feelings of safety
*The missing “Secure credit card” seal is typically seen in payment forms
LOWER PORTION OF LANDING
*The invisible thumbnail provided space to reiterate the business model for first timers
*The word “All” next to the search bar was changed to category since the list was more succinct
Top of Landing Revision
*The expanded hero image reduced the cluttered look and made more room for ads
*Another a page for locating stores was added at top instead of the carousel
Competitive analysis can be critically important when trying to discover flaws in a design. Studying the layout of multiple designs provided inspiration and insights that would otherwise go unnoticed. I also devoted a significant amount of time studying UX articles on how to improve eCommerce layouts. Studying UX research while conducting my own research helped improve the ideation process .