UX design is a combination of several subsets, including, but not limited to, information architecture, visual design, usability and user experience. Ultimately, the chief goal of UX design is to solve problems. By investigating business needs with shopper personas and expectations, problems to overcome are identified. The UX process breaks each of these points down and solves the problems with an interface, feature, function or flow.
We believe that UX is more important than creative or visual design. The ROI of great UX and great design tends to fall on the UX side. Great UX will free shoppers from complex flows and overlooked features that other merchants do to inadvertantly clutter the experience. Great UX will delight shoppers with the ease in which they interact with your store.
Our approach starts with questions...lots of questions. Answers to the questions often identify needs the merchant didn't know they had and turn some priorities into secondary concerns. This is an important first step - to identify the needs and prioritize.
Next we focus on personas. Personas will segment shoppers into groups and then identify what is important or not important to each of those groups.
Once personas are identified and requirements are clear, a sitemap and wireframe design begins using a combination of best practice and understood requirements. The wireframe designs go through the primary pages first (homepage, category page, product page, cart page) and then focus on unique pages, functions or features. The outcome should be a visual representation that supports the approved requirements for the project.
Every wireframe package is a bit different depending on needs and scope. Here is an example of a wireframe design: Demo_wireframe.pdf