Project: Website Redesign
Roles: UX/UI Design, Research, Visual Design
Duration: 4 weeks
As a team we had the opportunity to do several forms of research to drive the redesign.
We sat down with Rick Fairless and his team to try and understand his vision. Here are highlights:
We went to Strokers Dallas several times and spoke with patrons there. We asked them questions to try and figure out which features should be implemented. We asked about:
After some data gathering and figuring out the features that were needed for the site, I created some mockup pages to get a feel for what users were thinking. There were a couple of rounds of testing, each round with a different purpose.
We brought in people to participate in usability tests in a sandbox environment. It was interesting to watch how different people navigated the site and performed the various tasks. We used candidates from varying backgrounds and interests. Here are few things we learned from observing:
The various methods of research helped me understand things that I needed to consider or rethink. It was interesting to see the varied responses, the patterns, and the direction that it led me to further down the road. The items below refer to the different areas that we spoke to customers about during on-location interviews.
Areas to focus on the bar were:
Strategically placed cameras provide:
Installing cameras in the patio would allow users to view:
Here are incentives and ways for customers to shop:
As any designer knows, this was an iterative process driven by data that evolved as information was gathered.
Sketching mobile layout and assets for the site
A more polished approach and being able to use tools like Sketch to work out user flows and interactions with the pages that required it.
We aimed to keep consistent with how a page with media looked. This allowed for module type building of the page and reusing elements and functions across the site. It allowed for quick development and adjusting across the board if it was needed in the future. These elements included:
Quick iterations of the process and flow of how the user navigates through site and interacts with elements on each page.
Certain areas on the property required protection from the public eye. Areas like the bar and the mechanics garage required special attention to allow for an all-access view, but discreetly.
Strokers is a museum of sorts and Rick wanted to incorporate his funky style to the site. The shop is cluttered and vibrant with color and memories everywhere. Maintaining that eclectic look, with some form of order was a challenge.
Strokers is known for 2 things: bikes & women. Rick wanted to distance himself from the "strip club vibe" and focus more on a more wholesome experience. We aimed to do this by pushing bikes, charity work, and family friendly events to the forefront both on the site and social media.
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visual design for landing page campaign
I created mockups throughout the whole process, refining and tweaking as needed. These mockups helped drive design as I used them in interviews and guerrilla style a/b testing. In the process, I was able to understand what customers thought about the brand, what the purpose of the site was and what to modify. I was able to align the design to what Strokers wanted for the brand while providing the best experience for the user.
After launching the site in Jun. 2015, here are some things I learned from user feedback.
With so much media content, it was imperative to let users be able to search for their favorite content. This feature was brought to our attention through usability testing.
We added a search feature in both the photo and video sections. The search capabilities included categories and being able to sort by date, comments and ratings.
After launching, the sales increased in merch and people signed up for memberships, but sales of bikes decreased. We needed to put more emphasis back on the thing that started it all - the bikes.
Bringing the bikes in the forefront of the homepage allowed for people to view the latest bikes. A banner that is clearly prominent that leads to bike inventory helped get those sales numbers up again.
The site has so much media content that load times were very long and it caused people to bounce.
The redesign of Rick Fairless' Strokers Dallas website. This project incorporates Rick's unique style, love of all things tie-dye and also aims to connect customers and fans to the empire Rick has created.
The incorporation of Cinsay's video e-commerce technology and live streaming capabilities allow fans and customers to be a part of the Rick Fairless world.