General Assembly-Project3 - Anthropologie Home Microsite Created a high fidelity microsite from a highly curated selection of 75 plates, dish sets and bakingware from Anthropologie. Maximized top navigation categories by open and closed card sorting. Streamlined checkout for existing customers and added product filters in the secondary navigation.

1. ANTHROPOLOGIE HOME

2. MICROSITE anthropologiehome.com
THE MISSION
For the detail-oriented online
shoppers who are disenchanted
with current website companies’
product offering & navigation
features.
My idea is a microsite with highly
curated products specifically
focused on Home & Entertaining.
Most website companies offer an
overwhelming array of products
that are not well organized.Home & Entertaining

3. MICROSITE anthropologiehome.com
STREAMLINED
The proposed microsite
streamlines the users’ online
experience bolstering them
with personal styling tips,
social media & customer
reviews while also providing
clear communication.
Home & Entertaining

4. MICROSITE anthropologiehome.com
THE VISION
Design a Streamlined Microsite

5. MICROSITE anthropologiehome.com
THE ARTSY DAD
PERSONA

6. MICROSITE anthropologiehome.com
PAIN POINTS
Artsy Dad persona wants quick
access to a range of options..
Wants to know what’s new on
repeat visits.
Wants reassurance from others to
know what’s cool & Wants social
proof from others to know what’s
cool.
Wants a feeling of relationship
with the brand.
Add Left Navigational Filters
(as seen on macys.com website)
Add “New Arrivals” Filter on left
navigational bar—in addition to
“New” category on global
navigation.
Place “SHOP INSTAGRAM” link in
a more predominant location on
microsite. not just on footer.
Added the "Brand" category to
new left navigation bar.
SOLUTIONS

7. MICROSITE anthropologiehome.com
SOLUTIONS
Research Competitors of Anthropologie:
West Elm, World Market & Urban Outfitters
Research Non-Competitors’ websites that offer
features to ease our Artsy Dad Personas’ Pain
Points.
Free People, Macy’s, Bryght, Warbly Parker,
Hard Graft, FAB, Macy’s, Ebay & Amazon

8. MICROSITE anthropologiehome.com
THE PROCESS
CARD
SORTING
TESTING REVISIONS
RESEARCH
COMPETITIVE
ANALYSIS
IMPLEMENT
CHANGES
MORE USABILITY
TESTING

9. MICROSITE anthropologiehome.com
COMPETITORS
Curated
Non-Competitors
General
e-commerce
Competitors
Mass Market
The competitive space for Anthropologie.

10. MICROSITE anthropologiehome.com
MICROSITE PROJECT
highly
curated
collection

11. MICROSITE anthropologiehome.com
SOCIAL PROOF

12. MICROSITE anthropologiehome.com
ANTHROPOLOGIE HOME

13. MICROSITE anthropologiehome.com
Create, Validate & Revise
THE IDEA
Through Research, Card Sorting &
Usability Testing, Evaluate parent
company’s existing navigational
features, product selection & their
competitors’.
Plan User Flow, Design Sitemap &
constantly conduct User Testing to
validate all changes in website
design.
The microsite will maintain the
retailer’s brand identity.

14. MICROSITE anthropologiehome.com
CHALLENGE
User Testing
Validate through
research, planning &
user testing that
assigned task can
be accomplished
with newly added or
deleted navigation
features.

15. MICROSITE anthropologiehome.com
PRODUCT CURATING
Begin Card Sorting & Curating Products for Microsite

16. MICROSITE anthropologiehome.com
OUR USERS
Therapist Visual
Designer
Office
Manager
Female Female Female

17. MICROSITE anthropologiehome.com
OUR USERS
Art Teacher Architect Military
Service
Male Male Male

18. MICROSITE anthropologiehome.com
ITERATIONS
Curate
test…curate again…

19. MICROSITE anthropologiehome.com
GALLERY
nesting owl Cupcakes raised bloom raised bloom
latte dessert nature table saga side sun grove

20. MICROSITE anthropologiehome.com
COMPETITIVE
Website Product Page Product Detail Navigation Product
Reviews
New Trends Social Media Check-outsShipping &
Returns
• 4 rows of product
across page.
• Picture larger than 1st
product page.
• Capabilities to zoom in
closer. • Bulleted Details
Represented on:• Easy to navigate
through
tabs.
•Text is small though.
• Does not offer aTrends
tab to navigate through.
• Does offer“Shop by
Brand”&“You might Like”
• Not easy to access.
• Must select product then
scroll down page to read
the reviews & ratings.
• Not easy to find New Arrivals
information.
• User has to Hover over the
“House & Home”tab to see a
drop down window.
• Not easy to access info.
• Must type“shipping”or
“returns”in search window
to see company policies. *
• Not a quick check-out
process.
• Must type select
quantity of item to
purchase, then **
• 2 rows of product
across page.
• Picture larger than 1st
product page.
• Capabilities to zoom in
closer. • Bulleted Details
Represented on:• Easy to navigate
through tabs.
• Excessive # of Nav Bars
• Does not offer aTrends
tab to navigate through.
• Does offer the“Most
Pinned”subcategory.
• Offers “Read the Buzz”
&“Reviews”information.
• Does offer “Related
Products” category.
• Easy to find New Arrivals
information.
• Not easy to access info.
• Information offered on
bottom footer section. Also
offered when product detail
screen is accessed.
• Quick check-out process.
• Place item in basket &
select“Quick Check-out”
*Shipping & Returns:
After selecting a product, page is directed to larger picture of product, product description &“shipping & returns”policies.
**Check-Outs:
Double click on bag icon at top right--to be given the option to check-out. Check-out process needs to streamlined.
*** Could stand to streamline the path & perhaps leave out 1 to 2 subcategories for faster navigation.
Home & Kitchen > Kitchen & Dining > Kitchen Utensils & Gadgets > Cooking Utensils
****Also offers“Featured Recommendations”, “Brand”,“Eligible for Free Shipping”,“Packaging Options”,
“Condition”,“Price”,“Seller”,“Discount”&“Availability.
• 3 rows of product
across page.
• Picture larger than 1st
product page.
• Capabilities to zoom in
closer. • Bulleted Details
Represented on:• Easy to navigate
through tabs.
• Does offer“Shop by
Brand Category.
• Does not offer aTrends
tab to navigate through.
• Does offer the“Most
Pinned”subcategory.
• Not offered.
• Does offer“Related
Services”&“Related
Products”categories.
• Easy to find New Arrivals
information.
• Not easy to access info.
• Information offered on
bottom footer section. Also
offered when product detail
screen is accessed.
• Quick check-out process.
• Place item in basket &
select“Quick Check-out”
• 4 rows of product
across page.
• Picture larger than 1st
product page.
• Capabilities to zoom in
closer. • Bulleted Details
Represented on:• Easy-ish to navigate
through tabs. ***
()Could be improved.
• Does not offer aTrends
tab to navigate through.
• Does offer the“Most
Popular Page using Search
• Customer reviews are
offered.
• Does offer“Products
RecentlyViewed”****
• New Arrivals
information available using
Search tool.
• Not easy to access info.
• Information offered on
bottom footer section. Also
offered when product detail
screen is accessed.
• Quick check-out process.
• Place item in basket &
select“Quick Check-out”
• 3 rows of product
across page.
• 3 to 5 smaller pictures of
product shown.
• Capabilities to zoom in
closer. • Details included
Represented on:• Easy to navigate
through tabs.
• Does not offer aTrends
tab but does offer a UO
blog with recipes, gift
giving ideas and decor tips
• Offered. Both by star
rating system & customer
reviews.
• Easy to find New Arrivals
information.
• Offers filters of:“Style”,
“Color”&“Brand.”
• Information offered on
bottom footer section.
• FREE SHIPPING Over $50
+ Free Returns! information
on product selection page.
• Quick check-out
process.
• Place item in basket &
select“Check-out”.
• 3-5 rows of product
across page.
• 5 smaller pictures of
product shown.
• Capabilities to zoom in
closer. • Details included
Represented on:• Extremely easy to
navigate through tabs.
•TypeTrends in Search box
to access page of products
that are trendy.
• Customer reviews are
offered.
•“Most Popular”category
shows trendy items.
• Easy to find New Arrivals
information on nav. bar.
• Offers filters of:“Popular”,
“Price”,“Color”&“Rooms”,
&“Designer.”
• Information offered on
bottom footer section.
• Information also shown
on product selection page.
• Quick check-out
process.
• Place item in bag &
select“Check-out”.
ANALYSIS

21. MICROSITE anthropologiehome.com
FEEDBACK
A large portion of the
male users were wanting
to bybass reading
reviews to go directly to
making purchases.
So many different paths to
reach same goal of making the
purchase. Added hot spots
throughout the site to
accomodate different users.

22. MICROSITE anthropologiehome.com
LOURDES RYAN JARRET SHAWN GARY JIM LAURA
TESTING FEMALE MALE MALE MALE MALE MALE FEMALE
FIND SHIPPING POLICIES
GO TO KITCHEN PRODUCTS
SHOP BY BRAND
SELECT REVOL BRAND
MAKE A BAKEWARE
PURCHASE
CLOSE SHIPPING POLICY
WINDOW
VIEW DETAILS
CLOSE DETAILS
LOOK AT REVIEWS
CLOSE REVIEWS
ADD TO CART
CHECKOUT
SELECT FILOMENA
BAKEWARE
X
X
X
X
X
X X
X
X
X
X X X
X
X
X
X
X X
X
X
X
X
X
X
X
X
**MADE REVISIONS BASED ON 1ST 3 USER COMMENTS. **MADE REVISIONS BASED ON LAST SET OF 4 USER PAIN POINTS.
CLICKABLE PROTOTYPE USABILITY TESTING
AGES: 26-47

23. MICROSITE anthropologiehome.com
**TESTED FINAL REVISIONS.
CLICKABLE PROTOTYPE USABILITY ADDITIONAL TESTING
Glenn Brian
TESTING MALE MALE
FIND SHIPPING POLICIES
GO TO KITCHEN PRODUCTS
SHOP BY BRAND
SELECT REVOL BRAND
MAKE A BAKEWARE
PURCHASE
CLOSE SHIPPING POLICY
WINDOW
VIEW DETAILS
CLOSE DETAILS
LOOK AT REVIEWS SKIPPED THIS STEP
SKIPPED THIS STEP
SKIPPED THIS STEPCLOSE REVIEWS
ADD TO CART
CHECKOUT
SELECT FILOMENA
BAKEWARE
X
X
X

24. THANK YOU