ABOUT THE PROJECT
The Edrington Group owns several leading whiskey brands – The Macallan, The Famous Grouse, Highland Park, and Cutty Sark. Each of these has an online shop built on different E-commerce platforms. The primary business objective of the project was to ensure that all of the company’s online shops are compliant with current standards, and built on one platform. Key user requirements were a mobile responsive user interface and improved user experience.
MY ROLE
I was responsible for the initial audit and evaluation of the existing e-commerce websites, improvement recommendations, wireframing, and final UI designs.
RESEARCH AND EVALUATION
This phase began with research and analysis of the main competitors and other e-commerce websites known for their excellent customer experience. The research was followed by a heuristic evaluation conducted by me and one more usability expert. To understand what are the issues and what causes them, I worked together with the SEO team. The purpose was to combine the collected from the research and evaluation findings with data from Google Analytics, which could help us to reveal patterns and explain existing issues. The result of the initial research and analysis was a report showing problems and giving recommendations for improvement and implementation in the new online shops.
WIREFRAMES AND FINAL UI
The research and evaluation report was very well received, and a majority of the proposed modifications were given the green light. The recommended structure and UI enhancements were implemented across all of the company’s e-commerce websites, encompassing The Famous Grouse, Highland Park, and Cutty Sark.
