Raspberry Beret: Designing the Boutique and Digital Experience Through User Research
The Raspberry Beret Prototype
Role
UX Researcher
Project Type
UX Research, Brand Identity
Duration
8 weeks
Deliverables
Logo, mockups
sitemap, spider map
wireframes, prototype
Problems
Raspberry Beret is a funky consignment boutique selling luxury vintage clothing and accessories. Their brand was inconsistent and online store was very confusing.
Objectives
First objective was to build them a design system and brand identity. Clean up their site and make it easier to shop without getting lost.
Goals
The brand has lots of personality in real life but, none of that was showing up on their site. The goal was to take what made the store special and make it into a digital experience.
“At Raspberry Beret, we believe that there is a social responsibility that comes with buying “recycled” clothing. It’s an easy, economical, and stylish way to help the environment. ”
Define
1
Working in a team of 6, the goal was clear. Give Raspberry Beret a brand identity and a website that actually worked.
2
Comparing the old experience with the new. Designing the brand and digital experience through user research.
3
The redesign has to made sense and work for the audiences. They has two stores that serve college and elderly women.
Research
4
Spider mapping let me explore the relationship between the stores, their competitors and vintage fashion trends. Created a mood board with clothes, colors, and textures.
5
Combined the heuristic evaluation, usability tests, and task scenario into a customer journey map. Compare the old sitemap and created a new one. Recruited college students for the usability tests.
6
Ran a SWOT analysis against three competitors. Created low-fidelity wireframes to map out prototype. Built a persona from the research and mapped their journey.
Create
7
The biggest fix was making the three separate shop pages into one pictorial shop page. The redundancy was confusing the poor users.
8
The eBay, Etsy, and Poshmark pages were grouped together instead of getting their own tabs. Photography became the primary navigation tool.
9
The pink palette turned into something cool, modern and vibrant. I didn’t want to lose the brand's personality.
Test
10
All I had to do was let the clothing speak for itself. Creating a brand campaign thats identifiable in every page.
11
Every design decision can be traced back to the usability testings. I found that combining the pages eliminated the issue.
12
The low-fidelity wireframes refined the architecture and the figma prototype brought the full brand system to life.