User Journey Map with a Hypothetical Scenario

When you have to redesign an e-shop or a website in general, it's not only about better aesthetic solution. You must figure out what didn't work in the previous website and also, what did work and could remain the same.

Analytics in a certain way can help and interviews with the target group too. In the case of the www.theartshop.gr/en redesign proposal, due to tight deadline and budget, I created user-personas with hypothetical scenarios who visit the Artshop's e-shop.

In this case, I analysed what Callidora Kostopoulou, an art critic, felt from the first time she visited the Artshop's e-shop to the checkout phase. What she liked during the Artshop's visit and what problems she encountered. All these things helped me to make better decisions for the redesign.

You can see the overall case study here: vkavallari.com/artshop-redesign and more details in the attachment.

Design is storytelling and by creating good stories that analyse and then solve problems, you can be a better designer.