IDA Design Awards
SAVANNAH'S CLAY SPOT
Redesigned the website for Savannah’s Clay Spot to showcase clay courses and streamline the class booking experience, increasing satisfaction by 68%.
Duration
8 weeks
Designer
Koan Sun (UX / UI Lead)
Carey Lin
Koko Dei
Brain
Collaborative Parts
Research
Wireframes
A/B Testing
My Role
UX Lead
UI / Visual Lead ( visual style, design system, final prototype)
PROBLEM
A disorganized site structure and unclear information lead to user confusion and disinterest in clay classes.
SOLUTION
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Streamlines the site structure to make e-commerce more accessible.
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Implements Information Architecture (IA) and redesigns the UI to align the website with the store's identity and resonate with users.
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Organizes the information hierarchy to improve the class booking experience.
RESULT
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Increased the satisfaction rate by 68%, helping users engage more effectively
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Reduced class-related questions and confusion
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Emphasize the brand’s unique qualities to help users quickly grasp course features, boosting their interest in purchasing
let's meet...
SAVANNAH'S CLAY SPOT
Savannah's Clay Spot (Clay) is a clay studio owned by Lisa and located in Savannah, Georgia.
It's a creative space dedicated to the art of pottery, offering a range of classes and workshops for all skill levels for individuals to explore and develop their pottery skills.
STAKEHOLDER MAP
Primary Audience:
Adults and parents, as Clay Spot offers classes for both adults and children.
Main Competitors:
Other clay studios in Savannah, including Clayer & Co., Lofire, and Henny Penny.
Website Role:
Serves as the primary platform for users to browse and book classes.
COMPETITIVE RESEARCH
We conducted competitive research to understand the business better, identify its competitive advantages, and pinpoint areas for improvement
STRENGTHS OF CLAY:
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An open studio with extra time for Clay's students to work on projects
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Small class sizes for better professional guidance
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Offers classes for both adults and kids
AREAS NEED TO BE IMPROVED:
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Making the cancellation policy more visible
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Making the class levels clearer for users
comprehensive user research...
UNDERSTAND END-USER & STAKEHOLDER
We interviewed Lisa, the owner of Clay Spot, and Clay Spot students.
Through these interviews, we gained an in-depth understanding of Clay Spot.
“I often receive numerous phone calls about class information and cancellation policies, which is time-consuming.”
–– Lisa, The Owner of Clay
“The class experience is wonderful, but browsing classes on the website is frustrating.”
–– Clay's Student
PROBLEM SCOPE
How might we redesign the website for Savannah’s Clay Spot to showcase clay courses better and make class booking more intuitive, leading to higher user satisfaction?
dive into Clay's current website...
Problem of Current Website
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Disorganized information
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Repetitive content
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Confusing and distracting class browsing experience
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Inaccurate impression of Clay
OPEN CARD SORTING
We conducted an open card sorting workshop with Clay Spot students to understand how users naturally organize the website's content. Their feedback guided us in reorganizing the information and uncovering areas for improvement,
USER JOURNEY MAP
As the UX/UI lead, I guided the team to observe how new users interact with Clay's current website.
From there, we created a user journey map to identify challenges new users face during the onboarding process
TAKEAWAY
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Uninspiring Home Page: Leads to disengagement
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Overwhelming Class Page: Causes confusion about class
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Ineffective Detail Class Page: Creates booking hesitation
Based on these insights, we prioritized redesigning the landing page, home page, product page, and class detail pages to create a more streamlined user experience and boost class bookings.
Wireframe & A/B Testing
We developed two wireframe versions for Clay Spot’s website and invited potential users to participate in A/B testing to determine which version resonated more with them.
The tasks given to our testers were:
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Browse the website freely and share your thoughts during the browsing experience.
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Book a class that interests you.
Version A
Promoting the classes more directly
Version B
Provides more detailed information
about clay and the clay-making process
Results From a/b testing
embrace users' perspective...
Restructure the Sitemap
rEsult #1
Highlighting adult and kids' classes separately can attract more customers, with users preferring them on different slides
Version A 👍
Version B
Result #2
A brief introduction to clay helps potential customers feel more connected to the studio, and users prefer it has more storytelling.
Version A
VERSIOn b 👍
result #3
Highlighting Clay's strengths, such as the open studio and small class sizes, on relevant pages could boost users' interest in booking classes with Clay.
88%
Testers remembered that Clay Spot offers small class sizes and an open studio after the testing.
result #4
Displaying class outcomes helps users quickly find classes that interest them, and they prefer to see all classes simultaneously
VERSION A 👍
VERSION B
REsult #5
On the class details page, users would like to see more content about the clay-making process
80%
Testers indicate the display of clay-making process strongly boost their interest to book the class
FINAL DELIVERABLE
# HOME PAGE
Discover the unique charm of Savannah’s Clay Spot and its inspiring clay classes with a clear hierarchy
# PRODUCT PAGE
Browsing diverse classes and knowing the benefits included in class
# Class Detail Page
Display class details, benefits, and the clay-making process with clear hierarchy to boost interest and reduce confusion
Report content redundancy
Want a clear distiction between adult and kid classes
Community category is necessary but the authority is lower
Class cards with key details like outcomes, levels, and available seats for each time slot help users quickly find classes that suit their needs
# LANDING PAGE
Highlight that Clay offers classes for both adults and kids,
with a clear CTA to the class browsing page
