The Problem:
Existing skateboard customization websites have cluttered, outdated systems for browsing. Each website typically only caters to one kind of user.
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The Goal:
Design an easily navigated user flow to order a custom skateboard on a website that offers options for varying skill levels.
Personas were developed based on empathy maps of existing skateboard website users, user interviews, and a competitive audit.
Existing competitor sites have confusing user flows. To make the process intuitive, I structured the customization as a sequential architecture.
Variations on homepage layouts were ideated on with user pain points in mind.

A lo-fi prototype was developed and usability tested.
A usability study found users had issues with:
  1. Cognitive load
  2. Navigation
Designs were refined to address these user concerns, organizing content based on Gestalt Principles to provide better visual cues.
The hi-fi prototype addressed the findings from the usability study, in addition to including accessibility considerations.
For a more thorough examination of this project, see the full case study.
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