As owner of Retro Kandy Vintage, I recognized that our navigation system was not meeting the needs of our customers. Our current navigation makes it difficult for users to discover the unique treasures we offer. To address this, I plan to reimagine the categorization structure, focusing on clear, era-specific groupings that reflect the nostalgia of vintage shopping.
To understand how users interact with vintage products and improve navigation for Retro Kandy Vintage, I began the research process with competitive benchmarking. This helped to evaluate how other vintage retailers structure their navigation and engage users. The information provided valuable context for identifying the best practices and areas where Retro Kandy Vintage could differentiate itself. I also surveyed regular customers to uncover their browsing habits and favorite product categories, providing insights into their shopping preferences. Additionally, I analyzed historical data from Shopify, including search terms and purchasing patterns, to identify trends and gaps in the browsing experience.
Competitive Benchmarking
The 3 websites compared & analyzed for competitive benchmarking.
An example of a page from the Power Point document displaying some positive and possible pain points of the websites.
The final overall summary of the findings for the competitive benchmarking presentation.
Popular Searches in 2024
Above: Retro Kandy Vintage's Top Search Terms in 2024.
The Shopify analytics reports for 2024 showed that users tend to use the search on the website for general categories rather than specific brand names. The analytics also reveal that when users where search on the web, they often focus on specific brands.
Usability Test
To better understand user behavior, I observed users navigating through Retro Kandy Vintage. Most appeared uncertain about which category to choose, especially if they were unfamiliar with vintage brands. This uncertainty often led to feelings of overwhelm, with some users becoming frustrated and bypassing the navigation entirely to use the search bar. They frequently typed in specific decades or categories to find what they were looking for. These insights highlighted the need for clearer, more intuitive categorization to guide users effectively and reduce friction in their journey.
The primary goal of analyzing the research data on Retro Kandy Vintage was to identify pain points that hinder users from intuitively finding and exploring products. To achieve this, I created a customer journey map to visualize the user's experience, highlighting where confusion or frustration occurred, such as broad, unclear categories or a lack of visual cues. This process provided insights into how navigation issues affects user behavior, including reliance on the search bar or premature site exits.
design text
validate text
conclusion text
