American South Co.
American South Co. is a lifestyle brand and concept I created while studying UX design. I designed the brand and built wireframes and a high-fidelity prototype to test with users to learn more about the different types of user testing available.
Exploration + Research
Color + Brand Tone
This brand is a high-end fashion line with a grassroots style curated and crafted by women. The inspiration stems from sustainable practices, community, collaborating locally and the feel of our natural world. The colors and imagery used are earthy, vintage, and warm.
Usability Test
I chose three different types of testing to explore with 5 users: first click testing, navigation testing, and 5-second view testing. The users signed consent forms and were provided a link via email to begin their test. All tests were unmoderated and completed online. I used heat-maps to capture clicks and multiple choice questions to capture feedback.
Results + Implementation
After analyzing the data, I learned that 56% of the users were confident they knew where to click to begin shopping when entering the site via the homepage. I also learned that I needed to add click-through link on all three images on the homepage as 4/5 users clicked the center image to attempt to begin their shopping.
The results of the 5-second view test showed that 5/5 users did not know their location within the site. The design was updated to include more prominent breadcrumbs to address this specific issue.
