eCommerce Web Design
Gastaldo Tailors
A family-owned brick and mortar supplier of RCMP uniform regalia offering a new eCommerce experience to new and loyal customers alike.
| Year 2022 |
Role Product Designer |
The problem
Gastaldo Tailors, a family-owned brick and mortar supplier of RCMP uniform regalia, is currently facing limitations in reaching out to a wider customer base due to the absence of an online presence. The traditional business model has proven successful with local customers, but in order to expand their reach and cater to new and loyal customers who prefer online shopping, Gastaldo Tailors recognizes the need for an eCommerce platform. The absence of an online platform is hindering their growth potential and preventing them from providing a seamless shopping experience to their customers.
The goal
The primary goal of this project is to design and develop an eCommerce website for Gastaldo Tailors, enabling them to offer a new and improved online shopping experience to both new and loyal customers. The website should reflect the brand identity and values of Gastaldo Tailors while providing a user-friendly interface, intuitive navigation, and secure payment options.
Target Audience
Name: Sarah Thompson
Age: 35
Occupation: RCMP Officer
“As an RCMP officer, maintaining a professional appearance is crucial to me. Shopping at Gastaldo Tailors’ brick and mortar store has been a reliable option for my RCMP uniform regalia needs.”
Goals
- RSarah wants to have easy access to a wide range of RCMP uniform regalia items conveniently from her home or office.
- RSarah is interested in staying up to date with the latest RCMP uniform trends and promotions.
- RSarah values user-friendly interfaces that make it simple to browse and find the items she needs.
Frustrations
- QSarah may have limited time due to her demanding job and shift schedule, so the website should offer a quick and efficient shopping experience.
- QShe expects the eCommerce platform to provide accurate and detailed product information to make informed purchase decisions.
- QAs a security-conscious customer, Sarah will look for reassurance regarding the safety and privacy of her personal and financial information.
Sarah is a dedicated RCMP officer who takes great pride in her work. As a member of the Royal Canadian Mounted Police, she values the importance of having a professional and polished appearance. Sarah has been shopping at Gastaldo Tailors’ brick and mortar store for several years to purchase her RCMP uniform regalia. However, due to her demanding schedule and the convenience of online shopping, she is now seeking an eCommerce platform to make her purchases more efficiently.
Digital wireframes
The digital wireframing phase allowed us to refine and iterate upon the paper wireframes, developing a more comprehensive and detailed representation of the website’s interface and user experience.
On the product page, we wanted ensure that it was intuitive, visually appealing, and provided all the necessary information for users to make informed purchasing decisions.
Usability study
The objective of the user research was to gain insights into the needs, preferences, and behaviors of potential users of Gastaldo Tailors’ eCommerce website. The research aimed to understand user expectations, identify pain points, and gather feedback to inform the design and development of a user-centered eCommerce platform.
User Needs and Preferences
Participants emphasized the importance of a convenient online shopping experience with a comprehensive product catalog, intuitive search function, and clear categorization.
Mobile Responsiveness
Users preferred a seamless mobile experience, highlighting the need for responsive design, easy navigation, and streamlined checkout processes.
Trust and Security
Participants emphasized the need for secure payment gateways, visible security badges, and transparent privacy policies to build trust and confidence.
Clear and Transparent Pricing
Users valued transparent pricing information, including breakdowns of costs, discounts, and promotions.
Streamlined Checkout Process
Participants desired a streamlined and efficient checkout process, with minimal steps, simplified form-filling, and clear instructions.
Moving into the 21st Century
A staple in the Vancouver community and respected nationally, Gastaldo Retailers were looking to respond to countless loyal and new customers who have requested an online option for purchasing uniform regalia for the RCMP.
Refreshed.
Gastaldo Retailers’ greatest concern was a departure from their roots. Taking inspiration from one of their old badges, we incorporated their original colors and style, while also giving their brand a modern facelift.
Photography
With over 100 SKUs, Gastaldo wanted custom photography for each one of their products. Every item was given at least two photos to showcase the craftsmanship that goes into each badge.
Mockup
For the mockup, the interactions were less important than the simplicity of the design. We wanted to make sure that any customer, regardless of their experience making online purchases, could painlessly navigate the store from homepage to checkout.
Large white headers contrasted with a black background made the headers easier to read on any device. We used a compressed body font to contrast the wide headers, and to make the most use of the available space on smaller devices.
Designed in Adobe XdDeveloping
The customer pipeline had to be simple! This would allow customers who already knew what they wanted to purchase, to get an item into their cart immediately, and for new customers to easily find something which sparked their interest.
Step 1: Choose Product Category
Step 2: Choose Product
Step 3: Add to Cart
Step 4: Make Purchase
Payments setup with Stripe.
Takeaways
Impact
The eCommerce website developed for Gastaldo Tailors will have a profound impact on users by offering convenience, accessibility, a wider product range, a user-friendly interface, secure transactions, mobile responsiveness, and personalized updates. Users can conveniently shop for RCMP uniform regalia anytime, access detailed product information, navigate effortlessly, trust secure transactions, and enjoy a seamless mobile experience. Personalized updates keep them informed. Overall, the website enhances user satisfaction, loyalty, and drives business growth.
What I learned
Working on this site, I learned the importance of prioritizing user needs, streamlining the checkout process, and creating a seamless mobile experience to enhance user satisfaction and drive successful online sales.
Next Steps
After the site is launched, key next steps include monitoring user behavior, gathering feedback, and making continuous improvements based on insights gained. Implement effective SEO and marketing strategies to drive traffic and engage users. Ensure ongoing maintenance, timely customer support, and stay updated on industry trends to remain competitive. By following these steps, Gastaldo Tailors can optimize the user experience, drive customer satisfaction, and achieve sustained success with their eCommerce website.