Roam Goods

UX Designer - Project Lead

Role

UX Designer Project Lead

Team

Erica Van Noy - Solo

Responsibilities

Wireframing, user research, hi-fi prototyping, usability studies and mockups.

Responsive Design

Left to right: Home Page, Product Page, Cart, Account

Project Overview

Roam Goods is a user friendly, visually appealing e-commerce website that allows outdoor enthusiasts to purchase outdoor activity supplies, get tips & tricks, and discover new products.

Problem

In my research I found that beginner outdoor enthusiasts found some equipment stores intimidating. I aimed to create a responsive website that was easy to navigate for outdoor enthusiasts of any experience level while also providing helpful information ad resources.

Design Process

I noticed a need for users to have a one stop shop camping supply store for any and all outdoor activities they might participate in. I especially noticed a need for one that is responsive both on a laptop and with a phone. Overwhelmingly, folks use their phones for shopping far more frequently than a laptop. Because of this, I spent a lot of time making sure the mobile version of the site was just as easy to navigate and aesthetically pleasing. I then created user personas of varying ages, demographics, and experience levels. I followed up by also making a user journey map to ensure the user was the main focus of my design.

I then created lo-fi wireframes and conducted a usability study with people in my community to test the user flow and overall efficiency of my design. There were four key pain points users experienced that I aimed to avoid and/or fix in my final design. Glitchy websites, non-responsive websites, having to go to multiple stores, and websites that were difficult to navigate. Once feedback was received, I made the necessary changes and created the hi-fi prototypes.

Results

After careful consideration of the usability study results and my own research, I was able to create a responsive design that could attract outdoor enthusiasts of all abilities. My design was received positively from users and particularly my use of clean, simple, design elements.

“I loved how easy it was to navigate, it was very straightforward, and I didn’t feel lost or confused at any point. This is especially helpful for this kind of shopping website!” 

  • Casadi, study participant user