Hanna Andersson

Hanna Andersson is a children and family apparel company that recently transitioned from Brick & Mortar to an entirely online shopping experience.

Scroll

Overview

Hanna Andersson is a children and family apparel company that recently transitioned from Brick & Mortar to an entirely online shopping experience.

‍

Due to Non-Disclosure Agreements, certain details on our work together have been limited. Non-Disclosure Agreements are made to ensure that your sensitive materials are secure. Further details can be shared or presented upon a formal request for hiring purposes.

What I did

I conducted a thorough Heuristics Analysis on Hanna Andersson's website as well as several Competitor Audits, as well as created a Journey Map based on 3 different User Archtypes,

Context

I was Senior UX Designer on a new engagement with Hanna Andersson. Hanna Andersson has recently converted from a Brick & Mortar company to being entirely digital, and is looking to ensure the value of the brand is effectively communicated with new customers, with the aim of conversion towards loyal, repeat customers. Based around Design Strategy and Research, my role was to execute the evaluation of the company’s current site and initiatives, as well as begin mapping possible solutions to improve or rethink user engagement.

Actions Taken:

Analyzed current site and evaluated based on best UX practices and standards, as well as the average user’s flow through product pages and various company initiative pages, down into the step by step process of ordering and purchasing Hanna Andersson products.
Analyzed direct competitors and companies with comparable examples of execution to highlight key industry expectations, as well as evaluate the viability of introducing similar approaches or identifying completely different approaches altogether.
Implemented and assembled a Heuristic Evaluation system to accurately quantify and quantify the current system based on key touchpoint strengths, as well as areas for quick improvement that would yield improved retention of new customers.
Created and oversaw development of a User Journey documenting the current average path through the site. Wired user flows were used outlining each individual step for 3 user archetypes based on loyalty and shopping frequency, based on summarized experiences from the design audit as well as further verification from target user interviews and key stakeholders.

‍

Approach

I evaluated the current site based on best UX practices and standards, as well as the average user’s flow through product pages and various company initiative pages, down into the step by step process of ordering and purchasing Hanna Andersson products. I then analyzed direct competitors and companies with comparable examples to highlight key industry expectations, as well as evaluate the viability of introducing similar approaches or identifying completely different approaches altogether.

‍

Based on the combined data, several UX Heuristic Evaluation charts were created, with the top actionable touchpoints outlined throughout each segment. These key touchpoints outlined current strengths of Hanna Andersson that would need to be retained, as well as top areas for improvement that could yield greater retention of new customers.

‍

Execution

Following the evaluations, I created and oversaw the development of a User Journey documenting the current user paths through the site. Wired user flows were used outlining each individual step for 3 user archetypes based on loyalty and shopping frequency. These archtypes were developed based on data gathered through summarized experiences from the design audit as well as further verification from target user interviews and key stakeholders.

No items found.

Conclusion

The overall execution was successful, leading to a new contract with Hanna Andersson that would see to the design and implementation of a new web system of Hanna Andersson through our team. The new contract would entail the overhaul design of a new website, including the retail and second hand marketplace, as well as new follow up User Archtype evaluations to measure success.