Project #2 | UXDi | General Assembly


Design a new version of Fishs Eddy’s website for the holidays based on the goals of three given personas, the business, and the existing brand.

[ Project duration: 2.5 weeks ]


Fishs Eddy is an eclectic store in New York known for its offbeat and witty kitchen products.



With our users in mind, I researched the problem using the following methods:

General online research

A quick Google search shed light on the company history, branding, social media following, and potential competitors.

Contextual inquiry

Visiting the Fishs Eddy store and observing customers gave insight as to how users would potentially move through a digital shopping experience. It also gave clues as to what features and elements they would expect when going to the online shop.

The Fishs Eddy store in NYC

Competitive analysis

From researching the brand, I brainstormed a list of Fishs Eddy’s competitors.

From there, I compared their site features…

Feature comparison

And also analyzed the site elements…

Element comparison

Heuristic Analysis

I selected three different retailers to compare site usability while going from product discovery to check out: Whisk, West Elm, and Etsy.

Overall, Etsy ended up having the best usability, so I referenced those best practices for Fishs Eddy.

Card sorting

For the site content, I was given 90 products and had to select an additional 10 products from the store. To determine the site navigation, I had six users card sort the 100 total products into groups based on their own mental maps.

Card sorting

Users grouped by utilitarian purpose and obvious similarities: cooking, cleaning, serving, etc. They also wanted to specify different types of products within each category: types of plates, bowls, etc.

Women tended to sort according to the surrounding activity. For instance, some wanted to group dessert items together, or make coffee & tea items a group. One female user said she wanted “everything needed to set a table” together.

When unsure of how to organize products, multiple users commented that they would separate by the material.

All users commented that a lot of things could be in more than one category.

In the open card sort, users were confused by:

  • The toys, games, and home items
  • What do to with each type of dinnerware (“I’m not sure — is this a salad plate?”)
  • What to call each category even if the end use was apparent

In the closed card sort :

  • ‘Vintage Gifts’, ‘Unique Finds’, and ‘Exclusive Collections’ subcategories were unused
  • One user was unsure why there was a gift section in the main nav, commenting, “All of this stuff could be gifts.”



Original user flow: product discovery & checkout
Holiday shop user flow: product discovery & checkout



Four users tested the following clickable prototype in Invision. They were given the prompt of buying a game for a child’s gift and then going through the checkout process:


“The product description text could be bigger. Also the logo.”
“I like the checkout progress bubbles.”
“Can you keep the global nav throughout the entire checkout process?”
“At billing info, you can’t get back to the main website. Add a back button?”
“During checkout process, try to follow the natural path of hand & eye movement — i.e., keep the buttons and necessary form fields on that path to reduce user error.”


Short-term next steps include:

  • Continue iterating & testing the prototype based on user feedback
  • Determine if any additional features or elements could be incorporated to increase usability
  • Create hi-fidelity wireframes for user testing

Long-term next steps include:

  • Create a mobile version of the site and/or an app. Two out of the three personas had high tech empathy, so making the site accessible on other devices is important.
  • Return to research not directly used for this project to find additional ways to innovate and differentiate the site.
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