Studio Yum Yum E-commerce Website
Studio Yum Yum, a curated marketplace for vintage table and homeware, faced the challenge of launching an e-commerce website that not only reenergises the vintage sector but also becomes a loved and captivating platform.
As the lead designer, my task was to create a platform that seamlessly integrates auction items and exclusive stock, while breaking away from the conventional antique aesthetic. As established through our user research, we aimed to capture the essence of timeless elegance and infuse it with a bold and playful digital brand that would resonate with modern audiences.
Project Breakdown
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To understand the needs and interests of potential users, we conducted an online survey and held six in-depth interviews. Users expressed their passion for vintage goods, emphasizing the desire for a curated selection and a seamless shopping experience. One user stated, "I love the nostalgia and unique character of vintage items. I want a platform that makes it easy to explore and find hidden treasures."
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We developed an irreverent brand identity that plays on the concept of timeless elegance. The website's launch will feature artwork in the form of canned goods, serving as a vessel to convey the message that Studio Yum Yum offers a delightful collection of vintage pieces. The design captures the charm and allure of vintage aesthetics while maintaining a modern and intuitive user interface.
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During the implementation phase, we used heatmaps and click dummies to test and refine the user experience. We focused on optimising the navigation and ensuring a seamless journey from product discovery to checkout. Quick steps to checkout were implemented, reducing friction and enhancing the conversion rate. The Composable Commerce architecture approach was adopted, allowing modular components to be easily composed, enabling flexible and scalable solutions.
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As the launch of the Studio Yum Yum platform approaches, we anticipate positive results and a significant impact on the vintage table and homeware market. The curated selection and engaging hero artwork have garnered enthusiasm among potential users. Feedback from user testing has been encouraging, highlighting the joy of rediscovering vintage treasures and the platform's commitment to quality and authenticity.
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As we conclude this phase of the project, we are excited about the upcoming launch of the Studio Yum Yum platform. By combining an irreverent brand identity, delightful user experience, and Composable Commerce architecture, we believe we have created a unique and captivating marketplace. Studio Yum Yum is poised to offer a curated collection that celebrates the artistry and charm of vintage pieces, providing users with a delightful journey of exploration and discovery.
Home Page
Hero Components: The hero components on the home page are designed to captivate users' attention and create a visually striking first impression.
Brand Manifesto: The brand manifesto section communicates the core values and mission of Studio Yum Yum. It highlights the company's commitment to rediscovering the art of vintage homewares.
Promotional Banners: The banner prominently displays current offers, discounts, or special promotions. It includes a clear call-to-action (CTA) that encourages users to explore the featured offerings.
Flash Sale Components: These components showcase limited-time offers and time-sensitive deals. They create a sense of urgency and excitement, enticing users to make quick purchase decisions. Each flash sale component includes a prominent CTA to drive conversions.
Information Architecture and Navigation
The Studio Yum Yum website is designed with a user-centric information architecture that focuses on intuitive navigation and efficient access to content.
Clear and Categorised Menu: The primary navigation menu is horizontally positioned at the top of the website, featuring clear and concise labels. The most important categories form the primary headings. This ensures that users can quickly and easily locate the desired sections.
Persistent Product Categories: As users navigate through the website, the product categories remain visible at all times. This enables users to switch between categories effortlessly, providing a seamless browsing experience.
Composable Commerce Architecture: The website utilises a composable commerce architecture approach, allowing us to compose different solutions using modular components. This architecture enables flexibility and scalability in managing product listings.
The information architecture of the Studio Yum Yum website is designed to prioritise user experience and streamline the browsing and purchasing process.
Product Pages
Card Design: The product card design is bright, bold, and simple, making it visually appealing and easy to browse. It provides essential product information at a glance, allowing users to quickly evaluate and make decisions.
Filter: The filtering options on the product pages are designed to be simple and user-friendly. Users can easily refine their search based on various attributes such as price, colour, style, or material, enhancing the browsing and ordering experience.
Internal Product View
Simple Breadcrumbs: Clear and simple breadcrumbs enable users to track their navigation path and easily backtrack if needed, ensuring a smooth user journey within the website.
Clear Images: High-quality and clear product images are displayed to give users an accurate representation of the product. Users can zoom in or view multiple images to examine the details.
SEO-Appropriate Product Description: Each product has an SEO-appropriate description that provides relevant details, including material, creation date, sale type, and origin.
Disciplines: UI/UX Web & Branding
Client
Studio Yum Yum
Role
Lead UI/UX Design & Art Direction