Goodee offers quality curated products and content from designers who believe in doing good. Diff Agency was contracted to create a full end-to-end custom build for Goodee’s online shop, that delivered on their ethos. As part of phase 1 Goodee’s ‘Our Story’ category was given more prominence in their IA and across the site. Phase 2 would place more emphasis on the selling of products.
For this project Justine was tasked with writing and creating 4 personas based on the research and demographics supplied by Goodee. She also helped with creating user flows and the information architecture (IA). For this project med-fi wires were handed off to Justine and she completed the user interface (UI) with input from the founders at Goodee.
Prior to creating the personas Justine reviewed Goodee’s ethos and who they were trying to target as their key demographic. Their main target demographic being people who are well educated and care about their ecological footprint. She segmented the personas into 4 main groups, mainly female ranging in age from 30-45. Justine also created an anti-persona that details the demographics and psychographics of who doesn’t fit the Goodee ethos.
Both Justine and another experience designer created user flows to identify what users would most likely look for when on the Goodee site. It was necessary to explore pain points a user may have, and how to best make available information users would consistently be looking for. Exposing relevant information and creating a consistent flow was key in maintaining a users information scent throughout their online shopping experience. We wanted to ensure that Goodee would have repeat users that would develop an affinity for the brand over time.
By reviewing Goodee’s product list and conducting internal group exercises the top level and secondary categories were defined. Initially Goodee wanted to focus more on their ethos and the story behind their brand as opposed to driving users directly into the products. This is why ‘Our Story’ was positioned first in the global navigation strip within the top level categories. Shopping on the site was not their initial focus and so ‘Shop by Department’ was positioned third.
Design
Final UI
Using the UI kit, the first version of mockups were designed in Sketch and then uploaded to InVision to create a functional prototype for client review.
The design is sleek and contemporary, showcasing 1:1 product images with minimal margins to allow for a closer look at product details. On launch the idea of telling a story was forefront for the client, so it was important to create large focal images and full width modular sections.
