Challenge:
Rainbow Camera Store is looking for a redesign of the website and needs a better way to showcase their professional camera equipment.
Solution: A better global navigation layout for their categories, a more prominent search feature with added filtering.
Not As Simple As “Point and Click”
Bad navigation leading to harder discovery of products they want to purchase.
Users had frustrations finding specific products on the current site, due to an overwhelming block of text functioning as the current navigation. Discovered by interviewing 2 professional photographers and a one hobbyist photographer, the main pain points across all users was that the website, while functional, was ultimately clunky.
Competitors Have a Clearer Image
Other photography websites have better search and filtering options and better details on products.
Small shops in HK have clearer navigation and smaller categories (although a smaller total product list). Best in class camera retailer