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E-COMMERCE SITE RE-DESIGN Client: Dan Smith (www.dansmith.com)


E-COMMERCE SITE RE-DESIGN Client: Dan Smith (www.dansmith.com) Project Statement

E-Commerce Site Redesign Client: Daniel Smith Local Art Retailer danielsmith.com Objective: Produce a thoroughly documented case study which depicts logistical improvements to the client’s previous site, as well as being a highly original design that is informative and highly usable as an e-commerce interface. Problem: The site in its current state suffers from a number of issues, mostly related to navigation. The primary navigation, however placed intuitively on the top, is reiterated on the left side bar in a convoluted, greatly expanded list. Navigation by supplier brand sits just beneath the main navigation, without deviation from the same visual look and size, and would benefit greatly from the establishment of a visual hierarchy and visual indication of separateness. Persistent navigation disappears from item pages, which doesn’t bode well for usability. Navigational issues and clutter aside, the layout of the site is cumbersome, with several size inconsistencies in rows and columns that don’t flow well. Items compete on their own page with suggested items (placed directly adjacent) and item customization choices, which are listed at length and would benefit from drop down menus. Solution: I began by building a new site map, to tighten categories and make sure the site follows a logical path and grid system. I then consolidated the navigation, making sure it is as intuitive as possible by establishing a clear visual hierarchy and making use of established design conventions. I also completely removed the left side secondary navigation, replacing it with a floating shopping cart that stays at eye level no matter where on the page the user scrolls. The content layout, to enhance visual appeal, while maintaining functionality and use of minimalist space and adherance to a grid. The logo I recreated to give their site a presence of its own, unique but not radically different from their store.


E-COMMERCE SITE RE-DESIGN Client: Dan Smith (www.dansmith.com) Dan Smith original website page


E-COMMERCE SITE RE-DESIGN Client: Dan Smith (www.dansmith.com) Sketches 1


E-COMMERCE SITE RE-DESIGN Client: Dan Smith (www.dansmith.com) Sketches 2


E-COMMERCE SITE RE-DESIGN Client: Dan Smith (www.dansmith.com) Sketches 3


E-COMMERCE SITE RE-DESIGN Client: Dan Smith (www.dansmith.com) Wireframe


E-COMMERCE SITE RE-DESIGN Client: Dan Smith (www.dansmith.com) Moodboard


E-COMMERCE SITE RE-DESIGN Client: Dan Smith (www.dansmith.com) Style Guide


E-COMMERCE SITE RE-DESIGN Client: Dan Smith (www.dansmith.com) New Design 1


E-COMMERCE SITE RE-DESIGN Client: Dan Smith (www.dansmith.com) New Design 2


E-COMMERCE SITE RE-DESIGN Client: Dan Smith (www.dansmith.com) New Design 3


E-COMMERCE SITE RE-DESIGN Client: Dan Smith (www.dansmith.com) New Design 4


E-COMMERCE SITE RE-DESIGN Client: Dan Smith (www.dansmith.com) New Design 5


E-COMMERCE SITE RE-DESIGN Client: Dan Smith (www.dansmith.com) Sources Cited


Dan Smith E-Commerce Re-Design