Fremont Vintage Mall

Website Conceptual Re-Design | Desktop

 

Role: UX Designer

Deliverables: Research synthesis, competitive analysis, persona, re-designed site map, system usability scale survey, interactive prototype, and visual mock-ups

 

Allowing vintage shoppers everywhere a chance to browse and buy from “the coolest vintage store in the center of the universe.”

 

What is the Fremont Vintage Mall?

Located in the quirky area of Fremont, Seattle, Fremont Vintage Mall offers an array of unique items, stuffed into an even more quirky and unique space. It is a staple for vintage shopping in Seattle. 

Project Focus

For my conceptual website re-design, I decided to entirely re-design the home page of the website, as well as adding an online shop component. I wanted to create a website for Fremont Vintage Mall that really emphasized all that it has to offer.

Problem Statement

 

How might we create a website which showcases the unique finds at the Fremont Vintage Mall & expand the ways in which people can purchase these items from the store?

 
 
FVM(gif)3.gif
 
 

Competitive Analysis

Online shopping is the factor missing from the Fremont Vintage Mall Website

Compared to other vintage stores in Seattle, Fremont Vintage Mall is missing an online shopping element which its competitors currently have on their websites.

 
 

Persona

These personas represent the planner, the buyer and the creative

  • Aieda is the busy type who wants to plan ahead and wants information to be easily accessible.

  • Mia is an adventurous traveler who wants to be able to shop anytime and from anywhere.

  • Sam is a creative who enjoys connecting on social media and looking at photos online for inspiration. 

Information Architecture

The current layout of the site is very confusing for users to navigate

 
 
 

Style Guide

I wanted to create consist branding throughout the site

  • I used the existing logo and colors to match Fremont Vintage Mall’s existing branding

  • I chose the Avenir font family for its clean but modern feel that is extremely versatile

 

Re-designed Sitemap

Redesigning the site map was the first step in my re-design process

My design goals included:

  • Reorganizing layout of the site

  • Re-designing the home page

  • Including an event calendar on the home page

  • Integrating an online shop system

  • Ability to easily find information and links to social media

 

Usability Testing

 

User testing provided me with specific features that I should redesign, and ideas for improving the site.

I also gave a system usability scale survey to determine where I could improve my re-design.

The areas focused on in the second design iteration:

  • Increasing the frequency of users using the site

  • Integrating functions in the site better

  • Decreasing inconsistency in the site

Second Iteration

Final Screens

 

Next Steps

  • Create higher fidelity prototype for user testing.

  • Conduct another user test and re-iterate designs to address user pain-points.

  • Develop the profile section to allow users to favorite items when logged in.