Redesigning the America Today webshop front-end based on in-store styling. Later the Magento webshop was transferred to Itonomy to refactor the Magento back-end and to migrate to a new ERP.
My job
I was involved in the project as project manager / UX designer as primary contact for our client. Work I’ve done for America Today includes:
- Status quo webshops research
- America Today digital brand experience
- Workshop participant customer journey
- Defining the site architecture
- Writing functional requirements
- Interaction design collaborator (Art Director was in lead)
- Managing sprints, planning
- Prototype testing
- Software testing
- User eXperience optimalisation
- Mobile optimalisations project
The process
The process evolved over time and consisted of these highlights:
- Functional analysis old webshop
- Write functional design
- Define online brand identity
- Workshops customer journey & persona’s
- Interaction design
- Online styleguide creation
- Visual design
- UX optimalisations
- Scrum sprint iterations
- Testing & Site launch
- Operational support
- Strategic support
- Additional projects
The result
America Today has a responsive design fitting their Identity. The AT content team has the freedom to change and edit content and products. The webshop allows America Today to sell thousands of orders a year. Conversion has increased significantly (14% increase, 2016-2017).