Taylor Guitar
Renowned for their craftsmanship and sound, Taylor Guitars inspires artists around the world. But for all the passion they inspire, TaylorGuitars.com didn’t sell directly to their fans. To foster a more engaging relationship, Taylor needed to create a best-in-class shopping experience from the ground up.
Roles
I assumed the following roles in this workshop:
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UX Strategist
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Deliverables
The following were the deliverables I contributed to this project:
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Strategy Deck
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Low-fidelity Wireframe
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Workshop Analysis
Project Specifications
Duration: 1 week for planning and synthesizing
Tools:​
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Miro
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Zoom
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Powerpoint
Overview
In this interactive workshop, we'll dive into the crucial intersection of website functionality and the customer journey, with a specific focus on driving direct-to-consumer (DTC) conversions. As the digital landscape continues to evolve, it's essential for businesses to tailor their online platforms to meet customers' needs at every stage of their journey.
Challenges
Here is the challenge we were aiming to solve:
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Consider how the site might drive Drive to Conversion (DTC) conversions through features that align to key moments in the customer journey.
Feature Mapping
Identifying and mapping future features of Taylorguitars.com to the different stages of the user journey and the jobs that users are trying to accomplish to create value and deliver a satisfying solution.
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This tool helps ensure that the right features are developed and implemented in the right context, aligning with user needs, business objectives, and the overall user experience.
Priority Matrix
Charting methodology used to understand the priorities and feature decisions according to value propositions.
Matrix Quadrants:
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Quick Wins (High Impact, Low Effort)
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Major Projects (High Impact, High Effort)
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Fill Ins (Low Impact, Low Effort)
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Thankless (Low Impact, High Effort)
Analysis the Workshop Results
After the workshop, I took the Matrix and picked out the themes. Taylor Guitar's website lacked in bringing forth guiding content and including multiple content types across the site experience.
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Providing structured guidance, assistance, or direction to users as they navigate through their journey to purchase will have a high impact on Taylorguitars.com due to helping the users achieve their conversion objectives more easily and efficiently by providing flows, instructions, explanations, or interactive elements.
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Creating content that meets various sensory needs, especially video and sound, creates an immersive experience, increases exploration, session time, and would make overall content on Taylorguitars.com more dynamic and engaging.
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After the workshop, we advised on next steps to deeper dive into different features that will then go into design sprints.
Lessons Learned
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This workshop was all digital. We were successful by planning additional time for users to login and trouble shoot, we gave a quick introduction to Miro and took screen shots of the most common tools that our participants needed.
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Sending out a meeting and keeping people on task during the workshop allowed it to be more successful and include a lot of participation.
Additional Projects for Taylor Guitars
01.
Warranty Registration Web Design
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Product Design Pages
03.
Series Page
04.
Design Sprints - site enhancements