Bones

Main Problem

Bones’ sales are constrained by a closed, manual ordering workflow and a lack of digital acquisition, which prevents new customers from discovering, evaluating, and purchasing. The lack of e-commerce, a convenient ordering system, and the ability to see item stock and colorways have limited Bones' growth. Along with the limited sales capabilities, Bones was looking for a way to reach new audiences and a younger demographic by moving to an online store.

Deliverables

In creating the Bones E-commerce website, I also needed to redesign the brand and create a fresh and more approachable feel.

Brand guide

I created a new brand to better show off the vibe of the company and allow for a consistent statment from website to product

Figma files

I created a full Figma file including design systems, color schemes, and user interactions.

My Process

In developing a new website, I like to take the same three steps to ensure I meet users' needs as well as meet stakeholder expectations.

Discover

First, I conduct an extensive research phase where I examine current systems and identify what works, as well as what does not. From there, I also examine industry standards and conduct competitor audits, as well as create user personas, to better understand the end user.

For Bones, I took a lot of time breaking down websites like Amazon to see how they create such a seamless and easy user experience. I also made numerous user personas to better understand how I could target different audiences beyond our current shoppers. I also reviewed what was currently available about Bones so that I could understand if I was building upon anything.

Once I better understand the problems a user is facing, I start designing. Here is where I utilize all the research from the first phase to create paths for the user to follow and find what they are looking for. Often this takes a few iterations, but in the end it creates clear paths for the user to navigate the new website.

Bones was very focused on enhancing their user experience, as well as expanding sales to a new demographic. With that in mind, I wanted to make sure the brand was not only playful and fun but also seemed connected to the brand people already trusted. By doing so, I was able to create a colorful and fun website that is designed to drive sales and keep customers coming back to see what the latest pattern release is.

Design

Validate

Lastly, I needed to validate that the site not only functions as expected, but also meets the needs of users and stakeholders. This involves testing as well as reiterating designs to ensure that I am adhering to what is expected of the company as a whole.

For Bones, we are very much still in this phase, with some distribution errors with our product. The website launch is still waiting for its final date. With that being said, the website is still being tested and updated as new brand decisions are made.

Result

With the new design, I decided to really focus on the unique design of Bones, as it helps us connect more deeply with users, position Bones as a brand (not just a pillow), and strengthen trademark recognition. Additionally, development has been transferred to Focus Point, allowing for quick integration with their invoice management software, SAP. Along with the back end of things, the brand has a much cleaner and modern approach.