Jordan Gozinsky
Javori Designs
Combining expert craftsmanship with modern flair to craft luxurious, handcrafted knitwear and downloadable knitting patterns
Overview
Javori Designs is a creative knitwear brand that offers an exclusive collection of stylish knitting patterns, as well as handcrafted clothing and accessories. Led by the talented designer Andi Javori, the company specializes in creating unique, high-quality garments and accessories that seamlessly blend traditional craftsmanship with contemporary design. Javori Designs provides a diverse range of downloadable knitting patterns, making it accessible for knitters of all skill levels—from beginners to seasoned experts—to create beautiful, custom pieces.
Goal
Revamp the user interfaces of Javori Designs' high-traffic pages to significantly enhance their visual appeal and overall user experience. This redesign will incorporate the addition of a blog and interactive features, providing users with new ways to engage with designer Andi Javori and connect with one another. The objective is to create a modern, polished aesthetic that not only aligns with the latest design trends but also mirrors the sophisticated look and feel of industry-leading competitors. Ultimately, this update will foster a more engaging, dynamic, and user-friendly website, encouraging greater interaction and deeper connections within the Javori Designs community.
Role
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UX Research
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UX Design
Tools
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Figma
Team
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1 UX designer
Timeline
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Overall: 4+ weeks
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Research: 2+ weeks
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Design & Testing: 2+ weeks
Surveys
One of the initial steps of the project involved establishing clear objectives and formulating a comprehensive research strategy. My primary focus was to gain a deep understanding of Javori Design's users and the challenges they may face. To accomplish this, I developed an online survey which was added to Javori Design's newsletter. A range of responses were collected over the next few days, which identified key pain points. These included the desire for a stronger sense of community on the website and the need for access to product reviews.
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How did you find out about Javori Designs?
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Social media (Instagram, Facebook, Pinterest, etc.)
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Publication (Vogue Knitting, Creative Knitting, etc.)
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Search engine (Google, Bing, etc.)
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Other (please specify)
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How often do you visit the Javori Designs website?
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First time
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Daily
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Weekly
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Monthly
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Rarely
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What was your primary goal when visiting the website?
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Browse patterns
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Purchase a knitting kit
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Buy knitting supplies
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Learn through tutorials
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Other (please specify)
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How easy is it to find what you’re looking for on the site?
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Very easy
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Somewhat easy
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Neutral
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Somewhat difficult
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Very difficult
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On a scale from 1 to 5, how would you rate the overall design and layout of the website?
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1 - Very poor
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2 - Poor
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3 - Neutral
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4 - Good
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5 - Excellent
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Was the checkout process smooth and user-friendly?
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Yes, very easy
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Yes, somewhat easy
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Neutral
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No, somewhat difficult
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No, very difficult
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How satisfied are you with the variety and quality of the products available?
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Very satisfied
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Satisfied
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Neutral
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Dissatisfied
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Very dissatisfied
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Are there any features or products you'd like to see added to the website?
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Yes (please specify)
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No
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How likely are you to recommend Javori Designs to a friend or fellow knitter?
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1 – Not likely
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2
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3
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4
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5 – Very likely
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Do you have any additional feedback or suggestions for improving the website?
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(Open-ended response)
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Interviews
User interviews were conducted in order to develop user personas. I initiated this process by creating an interview script consisting of thirteen open-ended questions, which focused on the users' backgrounds, experiences and preferred online communication methods. Over the course of five days, I conducted remote interviews with five participants. This phase was critical due to its significant impact on the subsequent stages of the design process.
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Before we get started, would you be able to tell me more about yourself?
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Besides knitting, what do you like to do for fun?
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Describe a typical day for you
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When did your interest in knitting develop?
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Is knitting a social or solitary activity for you?
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How often do you find yourself online browsing knitting-related content?
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What kind of content do you browse? (Designer's websites, online stores, YouTube videos, etc.)
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When you are on a computer using the internet, are there any challenges that you face?
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What is your main goal when visiting Javori Designs' website?
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Are there any secondary goals?
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How long do you expect to complete all your goals?
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Is there anything currently on the website that prevents you from achieving your goals?
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What are the most important tasks you and other users need to perform while using Javori Designs' website?
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How would you describe your previous experiences with Javori Designs' website?
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Are there any features you would like to be added?
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Before we wrap up, is there anything else you would like to share or discuss about the website?
Personas
Following the interviews with potential users, I sought to deepen my understanding of their behaviors, experiences, needs and goals. This was accomplished by creating two personas in Miro, based on two interviewees who most accurately represented the broader group of participants. These personas were consistently referenced throughout the project to guide and inform design decisions.
User Journeys
I was responsible for ensuring that users could easily achieve their goals of interacting with other users and accessing product reviews on the website. To support this, I created user journey maps in Miro to visualize the steps users would take to reach their objectives. Through this process, I discovered that essential features, such as reporting comments, were absent. By integrating these functionalities, I developed a revised design that significantly improved the overall user experience.
Flow #1: Viewing Blog Posts
Flow #2: Purchasing a Product
Sketches
The design process began with hand-drawn sketches, which were strongly influenced by the insights gained from completed surveys, interviews and user personas. These initial sketches laid a strong foundation for all subsequent design choices. Upon review, it was evident that the initial sketches included unnecessary elements. For instance, page titles were removed, as the menu provided sufficient clarity regarding the user's current page. Throughout the remaining design process, these sketches were regularly consulted to ensure that the identified issues were addressed and resolved in the final design.
Low-Fidelity Wireframes
I used Figma to turn the initial sketches into low-fidelity wireframes, which were then reviewed and approved by my client and her team. Once I received the approval, the wireframes were used for user testing. Following three rounds of testing, I incorporated the feedback into the development of the high-fidelity mockups.
High-Fidelity Mockups
In Figma, the low-fidelity wireframes were converted into high-fidelity mockups. During user testing, participants recommended that the designs could be updated to achieve a more modern look. This feedback played a pivotal role in shaping the updated design reflected in the mockups.
Usability Testing
Throughout the development of the high-fidelity mockups, potential users were recruited for usability testing. Three participants were used for the initial round of testing, which took place over the span of two days. The feedback that was received from this phase was then used to refine the deign. Once these adjustments were made, a second round of testing was carried out with three additional participants to assess the effectiveness of the changes and gather insights on how well the issues identified in the first round were addressed.
Issue: Restrictions on product reviews and comments
Findings: A key issue identified during usability testing was that the desired community feel was not fully achieved. In the initial design, users only had the option to submit a product review or comment on a blog post. Of the three tests conducted in the first round, two participants suggested that the ability to comment on other users' comments and product reviews would enhance the opportunity for discussion. The absence of this feature resulted in frustration among both participants, who highlighted its importance for fostering meaningful user interaction.
Solution: Upon completion of the testing, a redesign was initiated based on the feedback received. This process involved revising the comment and product review sections to include the ability for users to respond to other users' comments or reviews. Additionally, to enhance user interaction, a feature was added which allows users to report inappropriate comments. The revised design was then taken and tested in a second round of usability testing, where participants expressed satisfaction with the improvements.
