Challenge:

Redesign online store to increase sales for Krusty'z BBQ Sauce and Rubs.

Key Insight: 

Products on the old site were hidden at the bottom of the page, so I featured them at the top and saw an immediate impact on sales.


Tools & Methods: Heuristic Evaluation, Design Ethnography, Rapid Iteration, Prototyping, Reaction Testing

 

research & design concepts

We began with "fly on the wall" observations of current students. Next, we conducted a heuristic evaluation of the previous water bottle to identify opportunities for improvement as well as positive features to carry over into the new design. Based on our findings I created three design concepts and my design team collectively chose the strongest concept to develop as a physical prototype.

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Prototyping

A key finding from our initial research was that students kept their water receptacles near expensive electronic equipment and frequently carried them around campus (often with full hands). Dropping or tipping a water bottle could have severe consequences. We determined that this was a major pain point to address in the redesign. 

I wanted the final design to look and feel "bulletproof." Therefore I took cues from military gear to communicate a sense of ruggedness, practicality, and reliability. Our team traveled to Leonardo's Basement, a local maker space, where I built a low-fidelity prototype to test our concept: a literally bullet-shaped canteen.

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Word cloud created with user feedback from reaction testing

Word cloud created with user feedback from reaction testing

evaluation & final recommendations

I conducted one-on-one interviews with six students. We discussed water bottles in general and their impressions of the prototype design specifically. I was pleased that the words they used to describe the prototype closely aligned with the qualities they desired in a water bottle.

However, students also revealed strong emotional attachments to their current water bottles. One said, "this is my baby!" While most stated they would not use the prototype as a replacement, it would be perfect for camping and other outdoor activities. With this feedback, we confidently encouraged our client to "pull the trigger" on final designs and produce this water bottle as a gift for future student cohorts.