Overview

I opted for the Double Diamond Diagram Framework because it encourages a thorough understanding of user needs and ensures that the final design is a solution to a well-defined problem. Given that this project involved unique aspects, such as sustainability, personalized product features, and a strong brand story, it was crucial to ensure that both design and user experience aligned with these values.

Discover

In this initial phase, I conducted an user research to identify the needs and desires of the target audience. This phase involved:

• Stakeholder Interviews: Understanding the company’s goals for merging style and sustainability.
• User Surveys: Gathering insights on user preferences in product aesthetics, ease of navigation, and eco-friendly messaging.
• Competitor Analysis: Analyzing market competitors for best practices in e-commerce and sustainability.

Define

Based on the findings from the discovery phase, we moved to defining the problem statement and setting clear design goals.

• User Personas: Developed personas of potential customers, such as eco-conscious millennials and fashion-forward shoppers.
• Customer Journey Mapping: Tracked the steps from product discovery to checkout, identifying pain points like slow checkout processes and unclear messaging about sustainability.
• Problem Statement: “How might we design an e-commerce experience that highlights the uniqueness of the watches while educating users on their eco-friendly impact?”

Develop

In this phase, I focused on the ideation and design development.

• Wireframes & Prototyping: Created low- and high-fidelity wireframes for product pages, highlighting both product features and the sustainability message.
• Iterative Design: Collaborated with stakeholders to refine the designs, ensuring a balance between visual appeal and functionality.
• Usability Testing: Conducted several rounds of user testing with different prototypes, iterating based on feedback to improve site navigation, checkout flow, and overall user experience.

Deliver

The final phase was centered on implementation and testing.

• Final Design: Delivered a pixel-perfect design for development, ensuring consistency with the company’s branding and user experience standards.
• Development Collaboration: Worked closely with developers to ensure that the final website adhered to the designed prototypes, adjusting minor details when necessary.
• Post-launch Testing & Optimization: After launch, I monitored key performance metrics such as conversion rates and user engagement, making minor adjustments based on user behavior analysis.

My Role

As a Senior Product Designer, my role in this project was focused on leading the design and ensuring that the user experience was aligned with the brand’s mission. Below are my key responsibilities:

• Led the end-to-end design process, from research to final delivery.
• Conducted user research and stakeholder interviews to gather insights and align design objectives.
• Developed user personas and customer journey maps to inform design decisions.
• Created wireframes, prototypes, and final high-fidelity designs using tools such as Figma and Figjam.
• Used tools like Google Analytics to track user behavior and optimize the website after launch.
• Conducted usability testing and post-launch analysis to refine the user experience.

Tools

The tools I utilized throughout the project were:

• WordPress and Woocommerce
• Hotjar
• Google Suite (Sheets, Docs, Drive, etc.)
• Google Analytics
• Figma, Notion, Miro
• Adobe Creative Suite