Isabela Montalvo Cover Fishs Eddy UX Research

Isabela Montalvo
Fishs Eddy UX Research
Cover
Fishs Eddy UX Research
Competitor Research: Case Study #1
kaufmann
mercantile
- Unique Feature:
Has the most tabs
- Same Qualities:
Minimal Design
Dark/light contrast
Very square layout
Lots of white
Very clean, not busy
Big slideshow
Thick font
All caps
Sans serif & serif fonts
Fishs Eddy UX Research
Competitor Research: Case Study #3
izola
- Unique Feature:
Top menu moves
Social Media at bottom
Image text overlay
- Same Qualities:
Minimal Design
Dark/light contrast
Very square layout
Lots of white
Very clean, not busy
Big slideshow
Thick font
All caps
Sans serif & serif fonts
Fishs Eddy UX Research
at west end
- Unique Feature:
Textured Background
No individual features
- Same Qualities:
Minimal Design
Dark/light contrast
Very square layout
Lots of white
Very clean, not busy
Big slideshow
Thick font
All caps
Sans serif & serif fonts
Competitor Research: Case Study #2
Fishs Eddy UX Research
Pros
- Minimal Design
- Nice photography
- Company brand shown
through the photos
cons
- Cardboard Banner
- Only 5 photos
- Not as spaced out
- Too many drop-down
menu options
- Important links at top
are tiny & tightly places
- Bottom Menu Alignment
- No font consistency
- No color consistency
fishs eddy site pros & cons
Fishs Eddy UX Research
Competitor conclusions
Online stores for vintage & rustic houseware products have very modern
and clean designs overall. Fishs Eddy has a very strong brand concept
and such great personality inside the actual store, but it isn’t really being
shown on the website.
Throughout my competitor market research, I found that the online stores
are mainly black, white & gray with high contrast and spaced-out layouts.
Most of them have one big slideshow and feature individual items below
it. Their logo fonts are all on the thicker side and in all-caps, however,
throughout the online store, the fonts vary between serif and sans serifs.
The photography is usually very beautiful with nice composition.
I would highly suggest that we modernize the website design with more
space and dark/light contrast. There should be more consistency with the
fonts and color scheme so that it looks less busy and the more unique
products should be featured in order to set us apart from the competition.
Fishs Eddy UX Research
primary user persona
Julia Matthews
Julia Matthews lives in Brooklyn, New York with
her husband, her son who is in high school, and their
small Shih Tzu. She also has an older daughter who
goes to Pratt. Julia is the Director of Development
for a non-profit that helps abused women and is
really passionate about her job. On her time off,
Julia goes to Yoga classes four times a week and is
a part of a book club.
47, Brooklyn NY
Julia’s style is very Parisian & Boho and she loves
all things vintage. She particularly enjoys shopping
at smaller places that are unique to New York.
Especially Brooklyn boutiques, the Williamsburg
Flea Market and of course, Fishs Eddy. Julia is a
big gift giver and likes buying the funnier Fishs Eddy
products for her co-workers, family and friends.
Fishs Eddy UX Research
primary user flow chart
Task: Wants to buy a gift for her daughter who’s moving into her own apartment
images of
different
products
clicks
Brooklynese
Coffee Set Gift
Box
9 menu tabs
drags mouse
over Seasonal
& Gifts
6 options
clicks Gifts,
Boxes, Mugs
and More
“Item has been
added to
Shopping Bag.
Click here to
check out”
clicks
Add To Bag
reads through
bullet points
clicks Product
Specifications
what comes
in the box
exactly?
Product
Description
‘Subtotal’
doesn’t actually
include
Shipping Cost
calculates
total cost
with shipping
clicks
Checkout
clicks link
big Flat Rate
Shipping
Message
finds
shopping
cost
Fishs Eddy UX Research
secondary user persona
zoe bennett
Zoe Bennett was born on a ranch in a small town in
South Carolina but moved to Charleston for college,
where she met her husband Dan. They have been
married for two years and she is now pregnant with
their first child — it’s a girl! Zoe is a preschool
teacher and especially loves doing arts & crafts
projects she finds on Pinterest with the children.
She also enjoys cooking in her spare time.
32, charleston sc
Zoe is a big online shopper because she really likes
finding unique pieces that most people in Charleston
wouldn’t have. For clothing and accessories, she
shops at Anthropologie and Etsy. For houseware
items, she shops at World Market and Fishs Eddy.
Zoe relies heavily on the Fishs Eddy website due to
the fact that she doesn’t live in New York and can’t
see the products in person.
Fishs Eddy UX Research
secondary user flow chart
Task: Wants to buy Mason Jars for her baby shower
9 menu tabs
drags mouse
over Glasware
out of stock
selects
Ball Jar Wide
Mouth 1
Quart
reads through
message
clicks link
a lot of
different
options
overwhelmed
needed size?
different
sized Mason
Jars at the
bottom
Contact Us
page
clicks Store
Locations tab
clicks
Glassware
11
options with
reference
images
selects
Storage
reads through
sections to find
most fitting
category
Fishs Eddy
Broadway
store phone
number
makes the call
Fishs Eddy UX Research
home page wireframe
features
- Social Media at the top
- Big slideshow
- De-cluttered menu
- More spaced out
- Light/dark contrast
- Important links are bigger
at the top & more organized
Fishs Eddy UX Research
moodboard
Fishs Eddy UX Research
end
thank you !
isabela montalvo
isabelamontalvo.com