© 2019 by Kemberly Eliscar

The Container Store

CREATING A SEAMLESS EXPERIENCE FOR THE CONTAINER STORE'S USERS

OVERVIEW
The Container Store provides specialized products and services to a loyal user base who are concerned with design, detail, and organization in every aspect of their lives. 
I worked with two other designers to redesign the interaction and visual aesthetics of the e-commerce experience. We worked together as a team on the research, and analysis sections but approached the design portion differently and independently. 

REDESIGN

The e-commerce site

Role
Details
Tools used
Problem
Users
UX/UI Designer, Visual Designer
 
Partner Project, 2 Week Sprint
 
Sketch, Illustrator, Optimum Sort, Invision, Keynote, Pencil & Paper 
 
How might we enable people looking to organize their lives take an organized, intentional, and efficient approach to their shopping experience
 
The Container Store Customers
SOLUTION
Before
Reorganize and redesign the header
I simplified and clarified the header and added the "Gift Registry" to the top of the page. 
header
After re-design
redesigned header
Before
After re-design
Clarify and reorder the body content
I clarified the body content to highlight the most important features first, and help people easily access popular and promoted products.
Before
Rearrange the footer and relocate the location of the "Gift Registy"
I removed the "Gift Registry" from the footer, people were confused and upset when looking for the registry during user testing. 
original footer
After re-design
redesigned footer

ANALYSIS

User Interviews

Card Sorting

Heuristic Analysis

User Reviews Analysis

DEFINE

Persona Creation

Potential User Flows

Information Architecture

LOFI DESIGN

User Flows

Wireframes

Clickable Prototype

USER FEEDBACK

 

Feedback Sessions

Feedback Analysis

HIFI DESIGN

User Flow Refinement

Sketch Mockups

Invision Prototyping

VISUALS

Iconography

Illustrations

Color Palette

High-Level Process

UNDERSTANDING THE USER

Research

The Container Store has a broad, dedicated user group and customer base. We wanted to learn two main things from our users: what do they like- what drives them to shop at the container store- and what are their frustrations. 

CARD SORTING
BUSINESS MODEL CANVAS
CONTEXTUAL INQUIRY
USABILITY TESTING
COMPETITIVE MATRIX
INFORMATION ARCHITECTURE
HEURISTIC ANALYSIS
FEATURE ANALYSIS
USER INTERVIEWS

Where Does The Container Store Fit?

In order to understand The Container Store's customers we conduced Market Research to see where it fit in the market. The Container Store specializes in providing inspiration and solutions to everyday storage problems. A typical container store customer is generally upper middle class, urban, and young to middle aged. People also use the container store more around big life events (ie weddings, birthdays, baby showers) making the gift registry very important to them. 

Contextual Inquiries

In order to learn more about The Container Store's customers' habits, we conducted contextual inquiry at their flagship store on 6th Ave in New York City. 

User Testing

To understand the User's Experience while navigating The Container Store website, we conducted several rounds of testing. Since many people go to The Container Store to find gifts, we asked people to find a specific gift registry, select a gift, and checkout. 

PERSONAS

Using what we learned from our user interviews we created user personas to help us start laser-focused on the people for whom we were designing. 

User Journey

We made a user journey to understand how Peter & Justin felt as he navigated through his Container Store experience. He found it frustrating that he could not easily find the gift registry and had to leave the site, Google "The Container Store Gift Registry" and then re-enter the site. 

INFORMATION ARCHITECT

Currently, the architecture of The Container Store website confuses users. There are four sections for people to choose form, but if they are looking for a specific item, they are unable to easily locate the product. 
I reorganized the site architecture in order to make products and features more accessible to users. This consisted of adding a new section with drop down menu for "More Ways to Shop," moving the "Elfa" section into the "More Way's to shop" section, and reorganizing the "Shop All" departments into fewer, more understandable sections. 

USER FLOW

We mapped a typical user's journey through the site to understand the steps a person would take in order to find a gift on a registry, select it, and check out. On average it took a person about three minutes to perform this task, and they had to move through twelve different screens.

Key Research Takeaways

HEURISTIC ANALYSIS

We conducted a heuristic analysis to understand the main areas that needed help. We found that The Container Store site needed to be more Clear, Controllable, and Learnable. 
Focus Areas
Using the information we gathered during the research phase, I identified main focus areas for the redesign. 
Reorganize and redesign the header
Clarify and reorder the body content
Rearrange the footer and relocate the location of the "Gift Registry"
SOLUTION
Reorganize and redesign the header
I simplified and clarified the header and added the "Gift Registry" to the top of the page. 
Clarify and reorder the body content
I clarified the body content to highlight the most important features first, and help people easily access popular and promoted products.
Rearrance the footer and relocate the location of the "Gift Registy"
I removed the "Gift Registry" from the footer, people were confused and upset when looking for the registry during user testing. 
Prototyping and Iterating
I ran through several rounds of usability testing to help me design the best product for users, and The Container Store. From the existing site to the proposed site the time spent on specific tasks decreased greatly. With the redesign people are more quickly able to find what matters to them. 
From the first usability test of the existing site, to the last usability test of the prototype the time spent on task decreased dramatically. By implementing my proposed changes, users could expect to save over a minute completing certain tasks, as compared to the current site. 
Next Project
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