1Up Events is a creative & unique online solution to the common stress that surrounds planning a party end-to-end. But their unique hybrid business model proved a challenge when creating a simplified user flow & logical information architecture. 

I provided a website redesign that would increase product discoverability & simplify user checkout flow in order to decrease user drop off rates & increase multiple product bookings in a single transaction. I simplified the user check outflow by creating an "availability" module and reorganizing product categorization.

Timeframe

3 Weeks

Team

Devin Harnett

Rosana Jimenez

Role

User Researcher

Information Architect

Interaction Designer

Content Strategist

Deliverables

Research Report 

Site Map

Wire Frames & User Flows

Annotated Wireframes & Mockups

Style Guide

Tools

Sketch

Adobe Photoshop

Adobe Illustrator

InVision

Noun Project

My client, 1Up Events, wants to increase customer traffic as their business and customer demand has increased over the past year. By creating a simplified, familiar check-out flow, users will complete the task of adding items to their basket and completing the whole checkout flow, leading to an increase in bookings. 

1Up Events is a new type of business model & many people did not even know a end-to-end service like this existed. New users were very engaged with 1Up Events & their product offerings, but they were not used to the new, transparent e-commerce model being applied to a product that traditionally requires time for quotes and booking.

1Up Events product inventory has been rapidly growing over the past year, as they have over 350 different customizable product offerings to date & every day they are adding. This continuous expansion has lead to a very complex & confusing product catalogue, information architecture & site map. The biggest challenge in this project was identifying the base line products vs. the themed products, while also projecting 1Up's growth, in order to create the most logical & effective product categorization & user flow. 

interviews

Existing Users Love

• Specific product customization

• Transparent pricing

• Option to add a host or book a venue

Surveys

New User Want

• Clear & transparent product organization

• Peer affirmation & assurance of reliability

• Simplified website navigation

Usability Testing

New Users Dislike

• Inconsistent pricing structure

• Unclear product quantities

• Confusing product categorization

Journey Map

Empathy Map

Step 2: Wireframes

Once the skeleton of our primary user flow was established, I began creating mid-fidelity prototypes for usability testing. This phase of the design process was very important to the iteration of the product detail page. Through usability testing, I developed a simple "availability" module that becomes part of the check-out flow on every product detail page. 

Step 4: Specification Documents

1Up Events is young, growing start-up, as they are developing & drafting their business plan & mission statement today. I provided my client with the beginnings of a basic style & a mock-up of the landing page in order to begin to think about a compelling visual interface & company image.

Step 1: Sketches

I began initial design ideation with pen & paper. Through many hand drawn versions, I managed to establish a user flow & site map for the website redesign. Upon agreement of these flows, I took the sketches to a digital platform in order to present them to our client to get our first sign off. 

Step 3: Annotations

The interaction annotations are very important to the "availability" light-box module, as it became the first step in our user flow before products can even be added to the cart. Additionally, the module CTA appears on every page & the functionality changes depending on the products availability.

• Develop a company mission statement, branding & copy
  

• Build a strong & inclusive social media following

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• Update product tags & expand categorization
  

• Streamline & simplify product pricing structure