Velouria sells an expertly curated selection of USA and Canadian-made goods, focusing on women's fashion. Velouria also sells jewelry, housewares, art books, and textiles for the home. Operating since 2002, the shop has a loyal clientele base that followed them to their new location downtown. The shop is a unique destination that has a reputation for great customer service, but their webshop has been underperforming through several redesigns, and could be the key to improving the shop's recent cash flow issues.
Working with market research expert, John Koblinsky, and Cat Wilcox, of Velouria, we iterated on a survey to gather essential information on our users.
Building on basic demographic information, we went deeper, learning where, how often and why our users currently purchase items from Velouria. With this information, I forged ahead to create user personas to work from in the UX process.
Site Map &
Keeping in mind the goal of simple access to the user's primary goals: purchasing a product, finding information on visiting the shop. I reduced the primary navigation from 12 links to 6. Optimizing the navigation will go a long way towards improving the user experience and increasing traffic to shopping pages.
Well-chosen selection of quality goods
Fun items at lower price points
Great location in walkable neighborhood
Well-known in Seattle, loyal customers
Strong ties to local maker and artisit scene
Provide excellent customer service
Can pivot & make decisions quickly because of small business size
Initial User Flow
To begin, the user selects a pet category, next, the user can swipe up on the pet photo to see more images of this pet. The pet profile features stated project match parametres: breed, age, lifestyle, size, sex and health status. Here is the the first oppotunity for the user to reserve the pet for 24 hours, directly from this profile, through a donation to the shelter.
Settings User Flow
By clicking the menu icon, you can see your search settings. I chose to feature only the top three types of pets up for adoption at shelters, Paws Up could easily be expanded to included more types of animals.
If the users wants to refine or further constrain their search, they may select their constraints on the settings menu. The keyword search is an input field with a blinking cursor prompt, with a suggested search term. This avoids a long list of breeds or other more complex constraints that would limit user ease of use.
Through my research, I identified the key questions surrounding this project. Next, I built the answers to those questions into a mobile app, accessible from anyone’s pocket, anytime. The happy task of connecting people with pets they can adopt and love begins with creating an experience where they can find what they are looking for in a fun, shareable way.
Finally, adding a bonus pet reservation feature where prospective adopters can connect with the pet they are looking for more easily, and increase financial support for shelters is a win-win for everybody.
Time spent: 24 hours over 6 days