Dardano's

At Dardanos, I took on multifaceted roles and contributed significantly to a range of projects, including a comprehensive e-commerce website redesign to enhance user experience and elevate brand image. In addition, my work spanned across marketing and content design, print design, soft good design, and photography, broadening the brand’s creative footprint and reinforcing its visual identity.

Role:

Product Designer

 

Responsibilities:

Product strategy, user research, prototyping & testing, interaction & visual design, front-end development

 

Project Duration:

4 months

Project Objective:

 

  • Goal: Redesign the online shopping experience to increase e-commerce sales during the pandemic
  • Intended Audience: Individuals aged 28-65 in need of high-quality shoes and shoe repair services
  • Client Requirements: Clean information architecture, personalized navigation, and a refreshed look to reflect the high-end brand

Research and Inspiration:

 

  • Customer Interviews: Conducted interviews to understand brand perception, user experience, and areas of improvement
  • Usability Test: Evaluated the current site to identify pain points and areas for enhancement
  • Surveys: Gathered insights on user preferences and competitor analysis
  • Competitive Audit: Analyzed features and offerings of competitors to inform the redesign strategy

Concept Development:

 

  • Key Design Principles: Visual hierarchy, simplified navigation, quick find features, and personalized filtering system
  • Ideation: Explored various design concepts and approaches
  • Wireframes: Created early wireframes to visualize ideas and concepts

Design Execution:

 

  • Final Design Solution: A modern, responsive e-commerce site with clean information architecture and personalized navigation
  • Key Features: Organized inventory presentation, engaging and personalized user experience

User Experience (UX):

 

  • UX Approach: Focused on addressing user pain points and enhancing the overall shopping experience
  • Integration: Incorporated UX design principles throughout the project

Project Outcomes and Metrics:

 

  • Results: 50% increase in average orders, 70% increase in page views, 65% increase in conversion rate
  • Quantitative and Qualitative Data: $106,000 profit sales in the first 6 months

Lessons Learned and Future Improvements:

 

  • Challenges: Balancing user experience with functionality, navigating the shift to e-commerce during the pandemic
  • Successes: Improved user experience, increased conversion rates, and revitalized the brand’s online presence
  • Lessons Learned: Importance of understanding user preferences, maintaining the small-company feel while modernizing the website
  • Future Developments: Ongoing refinement of the user interface, expanding product offerings and payment options, improving account/profile creation
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