OVERVIEW

Berkeley Hat Co: 

Shop for a derby hat.

About: Berkeley Hat Company is a local hat retailer with a huge variety of everyday and eccentric pieces. 

Role: UX Designer

THE PROBLEM

Berkeley Hat Company's e-commerce website was outdated. Its navigation was convoluted and its design  cluttered.

UX RESEARCH & DESIGN SOLUTIONS

Solution 1: Minimalism

While my research participants preferred a clean aesthetic, BHC's was scattered. In response, I refreshed the site with a minimalist experience. 

Solution 2: Better site organization

Users could easily get lost on the original site, and browsing was cumbersome. I updated it with breadcrumbs, moving the search bar to the top navigation, and adding an extensive but simple product filter.

 Solution 3: Quick checkout

My research participants had little patience for inefficiency: they wanted to be able to purchase something quickly and get it fast. With this in mind, I gave the site a swift checkout process.