Blick UI Redesign
Overview
The Blick Art Materials website in its current application is lacking in its interface design. This redesign addresses those aesthetic and structural issues by revamping the visual brand and adjusting the user pathway for purchasing products.
Taskflow Study
Assessment of the existing site was taken to fully understand the makeup and user flow utilized. The following challenges were discovered:
1. Most direction informing UX/UI is borrowed from the print version of the catalog.
2. Home page feels overwhelmed by the number of items users can choose from. Difficult to find niche items that are buried in the bread crumbs.
3. Products aren't at the fullest potential through type & color.
4. Products are grouped together in high numbers making it difficult for the user to understand what products they are looking at for what price point.
Archetypes
The User
Competitor Analysis
The competitor analysis shows that many art supply websites, like Jerry's Artarama, Arteza, and Michael's, risk overwhelming users with their extensive product range. Some sellers also lack variety beyond certain mediums. This highlights the need for Blick's website to prioritize a user-friendly, organized layout that stands out creatively from competitors' typical online store designs.
To cater to a diverse user demographic, ranging widely in characteristics, it is imperative that the site maintains a clean and well-organized layout. A creative revamp of the UI can prove advantageous, steering clear of the commonplace online store aesthetics that are prevalent among competitors.
UX Design & Wireframing
Following a comprehensive evaluation of the current user flow in the taskflow analysis phase, the wireframing process enhanced and streamlined the user journey. Notable improvements encompassed optimizing the search results and filter interactions, along with the seamless selection of item subtypes to add to cart.
Exploration
Moodboards were utilized to get an idea of visual options that captured:
Motifs
Among the moodboards, the Acrylic direction emerged as the most fitting choice to embody the new site. Based on the findings in the competitor analysis stage, I wanted to prioritize streamlined organization. The primary shapes and colors in Acrylic brought a nostalgic feeling the basics of art education without infantilizing the style.
Final Design
Outcomes
UX/UI feels up to date and appropriate for a website, taking into consideration how a user moves through the web, versus a print magazine.
Home page is organized to maintain more consistency creating an easier experience for users no matter their personal background.
Type and color better reflect the brand, and are updated to be fun and engaging for artists.
Product pages are streamlined so to make an easier experience for users sorting through item-types and adding to cart.
Takeaways
Overhauling an e-commerce site, such as Blick, will give them a cutting edge over competitors in the market. Starting with a user-centered approach, the business may improve customer experiences and satisfaction by streamlining the user experience, refining the user interface, modernizing the flows, and keeping brand elements consistent.