Evergreen & Grand is an art eCommerce site for local artist, Amanda Hathaway. It is the new home for all her art sales. Clients can browse, get inspiration and purchase at home or on the go!
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Amanda has been an artist all her life and has come to a point that she wants to turn passion into profit. However selling art on websites like Etsy and eBay can devalue art, and become a “bargain”. Scattering art across other ecommerce platforms also makes it harder to build a solid clientele and stay organized with what pieces are available.
Amanda needs her own ecommerce site to sell and manage her prints. This will also help build her brand and professional following by adding links to her social media. A one page checkout will reduce cart abandonment. Art pairing and style guides will help buyers envision her products in their homes.
Information architecture is key to a navigable ecommerce site. If a user can't find it, they can't buy it. A cart sort is crucial to discover how a product falls into users' mental models. Using optimal workshop I conducted an open card sort with 15 participants testing different tasks and Amanda's artwork.
The darker colors in the similarity matrix indicate potential groupings. I normalized the card categories with affinity maps.
Amanda primarily designs for young professionals (20-mid 30’s) looking for unique, curated art. They spend their time traveling, being outdoors and hanging with friends at local breweries and restaurants. They might be moving into their first home and looking to upgrade from the bachelor pad or college dorm to a more refined home with their aesthetic.
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To begin, there were thirteen participants on Maze, and then after iterating three more on Zoom. Participants have to complete general navigation tasks. Problems were made evident with the following features of design.
When asked to find design inspiration and art pairing, the task took entirely too long or was abandoned. This was a cue to make it more accessible. Everything was moved up, prominent and uniform headings were added and the feature was added to the drop down menu.
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Amanda has a direct link to her followers through social media, to keep them updated on new products and work.
She can display other options the buyer may enjoy. Her site also includes styling guides and art pairing recommendations to help those indecisive buyers or who need direction on how art can be worked into their homes.
Frequent shoppers have the opportunity to create an account. They can save important shipping information, view art they liked and their past purchases.
With a single page check out users don't have to click through multiple pages to get their art, helping with cart abandonment.
The responsive design lets Amanda's customers shop anywhere, even on the go.
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