Through some initial research of the site and the competitors as well as speaking to the companies marketing strategist, I found that the consumers weren’t getting all the info they needed before the fold which meant they had to scroll though the site longer to find what they needed. The navigation menu was also not as clear. This is a scarf based company and consumers were still having to search “scarves” in the search bar to find items. This leads to a lot of lost sales and the consumer is left with a bad shopping experience. Let’s take a look at the site before the changes below to better understand the problem. Starting with the product page;

Things that stick out as you scroll through the product page are:

• Too much negative space

• Poor contrasting on call to action buttons

• Product information is too long and spread out

• Titles aren’t strong and clear

As I went through the drop down navigation here were somethings I noticed.

• Poor information architecture

• Poor use of space

• No clear navigation to products and product types

By taking what stuck out most and what wasn’t working I was able to move to the sketching phase.