One of my first projects while a student at General Assembly was creating an e-commerce holiday microsite. I was given a local sporting goods shop as a brand to design for, and created a digital experience that enables holiday shoppers to quickly view a selection of products based off their relationship with the person they are buying for.
Privately owned since 1908, Paragon Sports has been the benchmark of quality for all types of sporting equipment and gear. They take pride in showcasing products from brands you know and love as well as unique brands that you may not be familiar with yet. Their mission is to provide a unique and fulfilling shopping experience to every customer, every time, by setting the standard in customer service and quality product.
With a curated gifting experience featuring a collection of 100 hand-selected products, Paragon can bring its in-store personality to a broader audience. I focused on adapting the unique in-store experience of shopping at Paragon in this microsite. Shoppers will be guided through the site as if they were shopping with an expert from Paragon’s staff.
This year 43% of holiday gift spending will happen online. Smaller retailers like Paragon need creative digital strategies to compete against large e-commerce companies during the holidays.
Without any differentiating factors, Paragon’s existing site doesn’t stand out from the competition, and my goal was to create a unique shopping experience to leverage the competitive edge that Paragon has (but fails to communicate digitally).
For this project, we were given three personas to design for. I chose “John” as my primary user, and worked through flows and scenarios in which he was shopping for his young daughter.
Wireframes and User Testing
Starting with sketching and low-fidelity wireframes, I tested and refined the initial designs based off user feedback from testing sessions with classmates.
I created a low-fidelity protoype with Omnigraffle + Invision. View it here!
The deliverable for the project was the low-fidelity mockup, but since then I’ve been playing with a responsive design using Hype. I’m familiar with Axure and InVision, but Hype is new to me and it’s been fun to play around with the beta version.