A microsite design for Binders Art Supply that enhances their brand image and provides an efficient online shopping experience for their target persona.
Software Used: Axure RP
A Microsite, A Macro Opportunity
Binders, an art supply store based in Atlanta, GA, tasked me with designing an e-commerce microsite that features 75-100 carefully curated products from their current inventory for a very specific persona.
Microsites are excellent tools for storytelling, inspiring specific calls-to-action, highlighting specific campaigns and targeting specific buyer personas. I made a point of keeping this in mind while building my microsite, in addition to constantly referring to the problem I set out to solve.
Discovery & Research
Priming the Canvas
The visual clutter of the homepage:
Another problem to highlight is the misleading shipping information. The checkout page indicates that shipping is free. However, the following page reveals exorbitant shipping rates; only in-store pickups are free, which does not correspond to the information on the previous screen.
Meet Glenn, an artsy dad who wants to spend more quality time with his teenage daughter, Ophelia, through a shared activity. Ophelia admires her dad’s artistic inclinations, and has expressed an interest in painting with him.
To help me identify a clear solution, I constantly looked at the existing site’s problems and the persona’s needs side-by-side. Glenn is who sparked the idea for my microsite, which showcases a specific product line to target a specific buyer persona.
User Testing of Current Site
To see what others found problematic about the existing site, I first asked testers to simply explore the site and share their initial impressions. I then asked that they simulate the experiencing of purchasing products of their choice up to the point of purchase, and share their feedback while doing so. Some feedback received was:
Ideation & Design
Mixing the Paints
Conducting an open and closed card sort helped me organize the information architecture of the microsite. Seeing the participants organize categories in ways that made sense to them revealed patterns that guided me in creating the site map.