Context
Engorrate is a Mexican family-run B2B company specialising in selling customized caps.
Role
Product Designer, User Research
Timeframe
June - July 2024
Problem
Being B2B business, Engorrate did not have a website but wanted to start expanding into B2C segment.
Solution
We created a website design which would offer caps' customization for individual customers. The assortment includes only 3 types of bestselling caps and the customization tool is easy and intuitive for customers.
COMPETITOR ANALYSIS & TESTING​​
MVP​​
​We analysed 10 competitors and identified common pain points: overly complex customization processes and cluttered website. This brought us to the main starting point: minimalist approach with a seamless customization experience. We tested competitors' platforms and used insights to inform our design, emphasizing simplicity and intuitive navigation.​
​​​The website at the bare minimum must have an option for users to customize caps with a variety of possibilities (colours, fonts, designs), clear instructions on how to proceed, good pictures of the products. The website offers customers a quick and convenient way to buy customized caps for special occasions.
SKETCHING
​​​​While doing the initial sketches, I was focused on offering the most user-friendly transition from "standard" shopping to customization.
The company's strategy was to offer only limited number of caps which made it easier not to clutter the space and highlight the main information about the products and their features.
MID-FI & ITERATIONS
​​​​​We developed mid-fidelity wireframes, focusing on advanced yet simple customization options: upload designs, add text, or choose from themed templates.
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Overall, we received a positive feedback regarding the customization features and overall shopping experience but we had some elements that were not very clear so we proceeded with iterations. For example, the layout feature was confusing and we changed it to displaying each side of the cap so that the user knew where they could add the design.
Also, the color variations of the cap placed next to customization was less intuitive soo we moved it to the bottom of the image.
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Another example of iterations included the shopping cart: the users felt that detailed information about the product was redundant and reminded them of the product page so we took out this information. We also added the standard phrases "You may also like" for related products as the users indicated that they would like the page to be more visual.
Customization Page
Shopping Cart
For brand identity, we chose a color palette that instilled trust (blue) while maintaining a playful touch (orange and yellow). Inter typography and minimalist icons reinforced the clean, modern look. ​
Moodboard
BRAND IDENTITY
Style Tile
HIGH-FI
Our final hi-fi included the screens from the home page to the check out following 2 task flow scenarios: buying a cap without a customization and buying a customized a cap with a template. ​​
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FINAL TAKEAWAYS
Overall our team successfully managed to create an MVP that would enable Engorrate to diversify their business and offer individual clients a quick and easy way to buy a customized cap. It was very interesting to dive into the process of identifying the key features of customization and displaying them in the most convenient and user-friendly way.
