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My Role
Discovery, competitor analysis, low & high fidelity prototyping, usability testing & validation.
Year
2023
Agency
Wicomm
About the client
Abrakadabra is one of the biggest costume stores in Brazil. They wanted to capture the essence of their physical stores, which are known for their colorful and fun environment and immersive ambiance.
The challenge
I embarked on an ambitious project to fill the gaps in the market and establish a dominant online presence, with a brand-new appearance and overall aesthetic to effectively engage with Abrakadabra's intended demographic.
The Results
Before
Non-intuitive UI
Poor information architecture
Poor checkout process
Lack of information about products
High loading speeds
After
New user flow that increased user engagement
by 120%.
Optimized information architecture, making
information easily accessible for users.
Improved checkout process, increasing
conversion rate by 28%.
Increased user satisfaction by prioritizing
product information.
Increased loading speed by creating a
Design System and optimizing content.
Challenges faced
One big challenge that I had for this project was the deadline. We needed to launch the platform in time for Halloween. However, we were already close to that time of the year.
Organization and communication were key in order to deliver a high quality experience while also managing other projects at the same time.
Note
The process
For this project, I was responsible for the whole design process. The strategy was based on the Design Thinking approach. Due to time constraints, some trade-offs needed to be made, and continuous communication with stakeholders was needed to align expectations and quickly iterate on the designs.
Desk research
Journey map
Prototyping
Usability testing
Optimizing SEO.
The Solution
The Research
For this project, I focused on desk research. Market research and competitor analysis were the key to finding valuable insights, business opportunities and user problems that needed to be solved.
Market research & Competitor analysis
The first thing I did was learn about the market.
Who are the primary users?
How do they behave?
Which cultural factors affect their behavior?
What are the key trends and innovations?
What are the business opportunities?
Who are our competitors? Their strengths and weaknesses?
What can we learn from their successes and failures?
HOWEVER, customers still prefer to shop in person due to the lack of reliable online options and poor shopping experiences.
Using data to inform design decisions
The research allowed me to gather important insights and find business opportunities in order to build effective solutions. We found great results by filling a gap in the market and solving a user problem.
Note
Lessons learned
Managing this project with a tight deadline significantly deepened my understanding of user needs, design tradeoffs, and collaboration. It underscored the importance of user-centric design, aligning design decisions with project goals, and the value of constant communication and collaboration with stakeholders. Juggling multiple projects simultaneously, I learned to manage my time effectively, making necessary tradeoffs without compromising the quality of the end product.
Let’s work together.
