IT ALL STARTED WHEN...
A local speargun manufacturer in St. Petersburg, Florida needed a way to reach more customers online. GulfCoastin' Spearguns launched in 2015 and was making sales through word of mouth and Instagram. They were spending hours on the phone talking to customers who were placing custom speargun orders.
It was time for GulfCoastin' Spearguns to set up shop online. I was hired to make a responsive ecommerce website that would help GulfCoastin' increase sales and decrease the amount of time spent on the phone.
User research
I interviewed 10 spearfishermen to understand the challenges they come across when purchasing a new gun online.
Key takeaways
1) Experienced spearfishermen know exactly what to look for when purchasing a new gun.
2) Experienced spearfishermen look for certain features in a speargun (buoyancy, maneuverability, & ease of loading were the top 3)
3) Beginner spearfishermen are overwhelmed by all the speargun options.
PERSONAS
Information Architecture
To structure the navigation of the Gulf Coastin' site I recruited 3 people to do a card sort.
USER FLOWS
WIREFRAMES
Usability Testing
I conducted 3 usability tests on my wireframes. The information architecture of the site worked well. Users were able to navigate through the site seamlessly. The main finding was the design of the checkout page needed to be simplified.
High-fi Design
Shop
Product Detail Page
New to Spearfishing Wizard
Checkout process
