Array: An e-commerce experience built for the in-store shopper

Student Project
https://justinfuss.com/project/array

The Problem:
Array is very successful brick-and-mortar clothing store with over 400 stores around the world in 32 countries. Consumer perceptions around their stores suggest an experience that’s not fancy, but clean and well taken care of. Array contacted me to help them take their business online. Currently they only have a very outdated information website with only locations, promotions, and a bit of background about the company.

The Approach:
I applied the Design Thinking approach based on an iterative process to explore possible problems, barriers, and pain points among people who shop at clothing stores similar to the Array clothing store. Project duration: 100 hours.

Reflection:

Embarking on this project helped me discover and understand more about the design patterns and user behavior within the world of e-commerce. By doing this project I learned the importance of primary user research. Talking to users and observing them led me to revelations that changed my product immensely.

This project taught me to design with a specific user in mind. Building an e-commerce site with a user in mind who has historically been more comfortable shopping in store was challenging and enlightening.