B&J Fabrics
— Case Study —
B&J Fabrics is a family owned and run fabric retail store based in New York City. The company's customers range from aspiring designers to industry professionals. They appeal to clients both local and international. To keep up with a diverse client base and a growing global shift to online ordering, B&J Fabrics looked to Mayday to restructure and design their website. I worked with a team to craft the company’s digital e-commerce space. As the primary designer I was responsible for research, customer journey mapping, information architecture, and wireframes through to design.
Understanding the User
I conducted user and market research to understand the consumers on a collective and individual level. An informed understanding of the users and industry would help uncover any potential roadblocks and opportunities for improvement early on in the process. Through my research I gained insights into the needs, problems, and processes of the designers, buyers and crafters both associated and unpartisan to B&J Fabrics. I collaborated with the team to create a customer journey map for in-store, online, and over the phone purchases.
Understanding the Fabric
Customers found it difficult to navigate both in-store and online. However, the in-store experience had the added value of helpful associates. On the existing website the fabric categories were deeply nested, often 3-4 tiers, in an accordion dropdown. The nested categories were not always presented in a logical progression. There were also many overlaps within categories. Decisions about exactly how content should be grouped would dramatically impact user efficiency. I continued my research into the creation, content and variety of fabric to create a comprehensive map of the B&J's inventory. An in-depth understanding of the textile industry shaped my approach.
Strategy
My goal was to orient and inform users with a more definitive assessment of their purchase goals (i.e industry professional) as well provide novice users (i.e DIY crafter) with an exploratory and educational platform. To solve this problem I focused on content organization, guidance and navigation, product information, and general flexibility. I created multiple iterations, cycling through the the process of research, design, and test before we established an effective layout and information structure.
Solution
Users have the ability to find fabric through a comprehensive filter system and preview sub-categories when applicable. The information on the product page correlates to the needs and goals of users. The hierarchy of the information is based on average user priority. The user interface was designed to let the fabric stand out as a variety of patterns and colors can easily create a disorganized layout and overwhelming experience. Thus we created an interface using a mild color palette, legible font, and spacious grid system.
