Carolina Clay
Delivered a design strategy and UX assets for a website redesign that included features allowing users to browse, purchase, and track class enrollment on a responsive device.
Key activities
Research
Design
Stakeholders
Staff
50+ students
Tools
Figma
Framr
Overview
A retired woman who ran the studio relied on phone-calls and in person visits for sales and inquiries. They were only open 3 days a week a couple hours at a time and did not have a website. This became a problem as they were the dominating clay supplier in the region (100 mile radius) and also held classes on the side.
Reputation
The shop didn’t have a digital presence
Inconvienence
Limited days and hours led to missed potential customers
Research and Define
Finding the cracks
New and returning potters expressed consistent highs and lows in the registration process. Users started curious and hopeful, but left with disappointment and frustration.
Groups for the win
“I wouldn’t go alone, but I wouldn’t mind with others“
-Ben
Getting ghosted
“I don’t want to waste money. I need to know I would like it first”
-Lamaya
A little sus(picious)
“Waitlisted? I’m not going to hold my breath then, I’ll just assume it won’t happen unless I hear different“
-Jules
Applying the logic
With a better understanding of what users prioritize and value in a potential class, I used Bailey to mentally understand
User Persona
It’s downhill from here
Cross referencing the user’s emotions as they progress through registration revealed the preference for convenience and a simple transition from browsing to purchasing.
Ideate
Mindmap
With drop-offs occurring frequently because of having to call to register or being waitlisted, I connected everything back to the main problem and what problem it was solving.
Design and Iterate
Refining the flow
I tested multiple versions to improve accessibility and streamline the sign-up process. Pottery can come across as intimidating and technical to beginners. Users needed to feel confident and prepared throughout the registration process.
Deliverables
Redirecting the traffic for smooth registration
I redesigned a responsive website and registration flow with the intention to increase conversion rates and lower the amount of in-office and phone-call traffic.