Overview
Fragrance by Molly Ray is a hand-crafted fragrance design studio based in Seattle using only sustainable and natural ingredients.
The Challenge
As a local hand-crafted fragrance business, it is challenging to stand out from the larger, more familiar brands. Fragrance by Molly Ray offers unique fragrances; however, customers may be hesitant to purchase niche fragrances online without being able to sample them.
The Goal
Transforming the current website into an intuitive ecommerce experience showcasing beautiful imagery and fine-tuned product descriptions, ultimately driving sales and expanding business reach.
My Role
As an UX designer I leveraged my methodology from concept to launch. My role was central in supporting Molly’s vision and creating an intuitive flow that both guided and delighted the user, ultimately resulting in an online purchase.
My Process
Groundwork is fundamental in all of my projects. Understanding the competitive landscape, business persona and vision enables me to sculpt a unique yet intuitive experience, tailored with precision.
1. Research & Inspire
Fragrance by Molly Ray offers a niche approach to the fragrance market through featuring small batch, hand blended products sourced from gourmand, natural and raw materials. This is a strength for the product but requires careful descriptions and visuals to avoid narrowing the customer pool.
Seattle is an ideal market for this business
Many similar businesses either do not have a website or have an outdated website, and do not offer online purchases.
2. Listen & Learn
The original website featured, “Fragrance by MR” on the home page, which was misleading to users - implying the fragrances are crafted for men.
The brand appeared sterile, without visuals and intentional verbiage the persona was flat.
The main navigation was confusing. Words like, “Stories,” and, “Custom” were confusing; it was unclear where these would lead the user.
3. Generate Concepts & Synthesize
Uniform product photography was key in making the brand look established, created in Photoshop.
Captivating imagery not only drew the user in but hinted at what was used in the fragrances.
Fragrance notes are featured on product hover to provide high level detail.
The customized fragrance option has a specific page, separated from the product line for clarity. A form is queued with simple questions that sculpt a custom fragrance.
Clear calls to action are strategically placed throughout each page.
Quotes and testimonials add a pleasant visual break between text blocks
4. Create, refine, repeat
The website underwent three review cycles to fine-tune the user flow, removing superfluous content in support of a pleasant and clean interface.
Overview
Wifi Where You Want IT is a new Seattle-based business that expands network coverage in commercial, residential and community properties. It is not a network provider, rather, it expands current networks with small devices strategically placed to create a, “mesh” network, thus increasing the wifi range.
The Challenge
As with any new business, getting noticed and gaining traction is a given challenge. With this particular service, however, it was paramount to make it easy to understand. Potential customers voiced confusion around what this thing actually was - does it replace my current internet provider, does it need extra ethernet ports, does it have its own router… the list goes on. In order to get customers, the concept had to be a breeze to understand.
The Goal
Launch an easy-to-use and easy-to-understand responsive website that enables appointment booking for property surveys, ultimately building the business’ presence and customer base.
My Role
As an experience designer I worked through my UX process from concept to launch. My role was central in creating an intuitive flow that enabled the user to understand the concept immediately, supporting the business’ end goal.
My Process
Groundwork is fundamental in all of my projects. Understanding the competitive landscape, business persona and vision enables me to sculpt a unique yet intuitive experience, tailored with precision.
1. Research & Inspire
In evaluating the competitive landscape and exploring through the eyes of the user, I note key discoveries and observations. Wifi Where You Want It is a relatively complex offering not easily understood in a quick manner; the service may be a new concept for some. Many people self-solve the issue by purchasing hardware themselves. And finally, this is an area of growth.
2. Listen & Learn
Coffees in hand, the client and I talk through the service benefits and potential challenges. Pricing varies and there is no straight answer for pricing setup questions - site survey is required for a quote. Benefits such as remote password resets, analytics, management of signal times, areas and strength, provide much flexibility and control that would not be possible with standard internet service.
3. Generate Concepts & Synthesize
Findings and observations from the first two phases are combined to shape the user journey. Notes, sketches and wireframes are shared with the client for feedback. For this business concept it was important to create custom graphics to help the user quickly understand exactly what the product does, and why it's better than the other options out there.
4. Create, refine, repeat
This is where the leg work comes to fruition. The drafted layouts underwent 3 rounds of revision, further refining the user flow. Superfluous details were removed to create a more natural experience.
The Result
Wifi Where You Want It is rapidly growing in the Seattle area, with most clients being onboarded through the website.
Overview
MindSpa Hypnotica is a complete hypnosis business in a box. It is designed for Hypnotherapists who are looking for content to use in their practice - this includes session guidance, scripts and marketing materials. These products are purchased through the MindSpa Hypnotica website.
Images shown below are mockups featured on the purchase page to show users what their materials will look like. These are, “white labeled,” meaning once purchased, customers are able to insert their logo for a customized touch.
The Challenge
This is a relatively unfamiliar concept to hypnotherapists with a high price point, offered by a new business.
The Goal
Launch an intuitive e-commerce website that clearly describes and sells the product, builds trust and ultimately drives conversions.
My Role
My role was to build a responsive online experience that supports the end goal - to drive product sales. This meant creating mood boards, user profiles, concepts and wireframes all the way to the final step of deployment.
My Process
A niche business that targets a very specific audience requires diligent background work and ideation.
1. Research & Inspire
In evaluating the competitive landscape and exploring through the eyes of a hypnotherapist, I noted key discoveries and observations. MindSpa Hypnotica is a rare offering that can easily leave the user confused if not clearly explained. Most businesses that offer a similar product, though rare, typically showed a cluttered and unclear user flow.
2. Listen & Learn
My unfamiliarity with the hypnotherapist community had its advantages. It meant I had fresh eyes to this business, and it also meant my client had to drastically simplify his descriptions to make them clear for me. I find when clients are so close to their work, it is difficult for them to see how complex their content comes across. This step in my process always helps me gain clarity, and it will almost always help my client further structure their vision and uncover their blind spots.
3. Generate Concepts & Synthesize
Findings and observations from the first two phases were combined to shape the user journey. Notes, sketches and wireframes were shared with the client for feedback. For this product it was crucial to have an above-the-fold, succinct description on the home page, in addition to mockups for the marketing materials offered as part of the user’s purchase.
4. Create, refine, repeat
The drafted layouts underwent three rounds of review, further refining the user flow. My north star during this time was to land on an intuitive experience with just enough information to build trust and ultimately create conversions.
The Result
MindSpa Hypnotica stands out among its competitors. The simplicity, intuitive nature and beautiful imagery create a delightful experience. Online purchases are gaining traction.
Overview
Firebrand Wealth provides clients with the financial insight, knowledge, and power to follow their dreams and create a legacy, be it family wealth, business success, or philanthropic impact.
Overview
Little Fish will be Seattle’s first modern day craft cannery and restaurant, in the heart of Pike Place Market, celebrating gourmet seafood served in its most humble form—tin.
Overview
Christine Suter is a professional life coach successfully working with small business entrepreneurs, athletes, and agents of change engaged in giving back to their communities. Her original website was in need of a complete redesign. I worked closely with Christine to recalibrate her business goals and align the new website to her vision.
Her original website was outdated and did not have an intuitive user flow. The website was cluttered, confusing and the contact form was difficult to find. She would not receive inquiries through her website for months at a time.
While building her new website I parsed out superfluous content, creating a clear user flow and ultimately enabling users to easily contact her for sessions.
