Client: Pecar Latino
Role: UX/UI Designer
Team: Lucia Berhó, Fiorella Dolcemáscolo, Wanda Raitelli
Date: June - August 2023
Pecar Latino
The project: crafting a responsive website for Pecar Latino, an artisanal furniture shop. Create an online platform that seamlessly showcased their handcrafted pieces, reflected the brand's passion for Latin-american culture and traditions and that would invite visitors to experience their offline space.
The client
The client this time was Pecar Latino, an artisanal and creative furniture shop and Specialty-Coffee shop in Las Cañitas, an affluent neighbourhood in Buenos Aires, Argentina. They are a fusion of Latin-American cultures and styles poured and transmitted through their handcrafted, high-quality furniture design and decoration items. They aim to create meeting and connection spaces in their own café-showroom and want to take these values onto an online platform that would serve both as a catalogue for their available pieces and an invitation to their offline space.
Problem
The client needs a virtual space where they can show all the products they offer and reflects their brand identity.
Goal
Customers can access a catalogue/website where they can learn more about the brand, the furniture and find the necessary information about them.
Solution
Create a responsive website as a catalogue that allows them to connect both fronts of interest, showing Pecar Latino as a warm experience, offering unique and quality furniture and decoration pieces.
Research process
We employed the Design Thinking method to create a user-centred design.
Competitor Analysis
To get to know our competitors, we did market research and were able to identify strengths, weaknesses and key features that stand out from their own brand identity.
Conclusions
Having analysed three of the closer competitors, we identified some key items, categories and practices that were standard in each of the businesses’ websites:
-No prices are being displayed on two of the three websites
-Each brand conveys their differential by displaying the style of their furniture (Oromanta), their social and environmental commitment (Talleres Sustentables) or their status and trajectory (Selema).
-The furniture can be found through Spaces (e.g. living room, kitchen) as well as through the piece of furniture itself (e.g. chair, table)
-Personalised attention was key to every brand.
We presented our client with the findings and asked them to provide us with the information they wanted to display on their website.
User Personas
For this particular client, our target audience were mostly women with a high sum of disposable income. With this requirement in mind, we created three user personas that would fit the criteria.
Qualitative Surveys
The team carefully crafted a survey to know more about preferences, expectations and the overall experience of people when looking for a new piece of furniture online. Which factors influence their decision to buy furniture? Conclusions were the following:
The M.V.P
The minimum viable product was designed based on the user's primary need and according to this, two types of functionalities were differentiated.
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-Product catalog
-Product details
-About the brand page
-Contact page
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-Photo-slide gallery for the products
-Chat floating button
-E-commerce integration
Information Architecture
We created and iterated a few times the information architecture until we found one that would not only make the navigation easy but also convey the sections the client wanted to include in an organised way.
Task Flow
A task flow was also created, conveying the main action to be the direct contact with our client.
Wireframes
Created a set of wireframes in low and medium fidelity to convey our findings, illustrate the elements, positions and display of information on each screen size.
Iteration rounds
After designing the medium fidelity wireframes, we received feedback from the client and once reviewed, proceeded to iterate and implement the new assets and documentation provided for the high fidelity wireframe
Modifications:
-Replaced the isotype for the logotype to display clearly the brand.
-Replaced the mockup images for high quality images provided by the client.
-Added a floating Whatsapp button, as requested, to encourage direct contact with the brand.
-Added a new section (both in the navigation bar as well as on the landing page) called “Ambientaciones“ (Spaces) to display furniture in different settings.
-Made more legible the “Proyectos a medida“ section by adding a coloured background.
-Removed the white text at the bottom “Vivi la experiencia pecar latino“ and repositioned it, replacing the font with the one from the logo to create emphasis.
High fidelity wireframes
Design System
Following the client’s brand guidelines, we created a design system using some of the assets, colours and logo to keep the website consistent.
The project
The website was released in June 2024. The development phase took around 10 months and differed slightly from the given prototype.
The High Fidelity version of the prototype has been linked as part of the documentation of this project.
