Overview

I walked into Upton’s pop-up store as a new customer. After learning about Upton’s mission of making quality leather goods accessible I pitched Justin, the founder of the company, to let me redesign Upton’s website.

After meeting with Justin, I learned about his business goals and identified major usability issues that would deter potential clients. The objective of this project is to address those issues and bridge them with Justin’s business goals. 

Lead Product Designer 
Roles: Research, Information Architecture, Interaction, Visual Design, and Testing
Duration: 5 weeks
Photography: Wedge & Lever

2) Anayze customer interactions 

1) Reach wrong demographic

^{The current demographic shopping online is 30–50 year old dads, but Upton’s target market is 20–30 year olds.}

Business Goal #1) Inclusivity

^{Attract clients without alientating potential clients. Upton is a unisex brand, it’s important all sexs feel included.} 

2) Brand mission and product story is missing

^{Users on the e-commerce site aren’t educated about brand’s mission and unique product customizations that are successfully converting customers in-store.}

Business Goal #2) Higher Quality Clients

^{Develop a loyal customer base and decrease non-serious clients.}

3) Outdated product pages and missing brand partnerships

^{Users on the e-commerce site aren’t updated on new products and services, such as parternships with trusted brands, being offered in-store.}

Business Goal #3) More Inquires

^{Increase serious inquires that could lead to long term, higher quality clients that align with Upton’s story and voice.}

1) Content
^{Content needs educated users about Upton’s transparent business model, expanded product range, and unique customization options.} 

2) Usability
^{Decrease user friction to improve shopping flow and increase potential clients.} 

3) Visual Design
^{Develop a stronger visual brand that helps users understand product quality and offerings.}