Appliance Direct


Making buying household appliances easy with a infamously known local vendor 


1. Project Setting

This was a concept project that was done for fun while shadowing a friend's Information Architecture Class.


Appliance Direct is an appliance outlet in Florida that is infamously known for their energetic and hilarious TV ads. Their mission is to provide the best deals on appliances in Florida. As vibrant as their brand is, their website has an over-whelming amount of content and information to make any user go crazy. In efforts to create a better eCommerce experience, I strategized a concept for their site. 

The challenge

Sharpen my UX chops by strategizing a concept for the Appliance Direct eCommerce site. The goal was to make the site easy and pleasant to use.



2. Project Approach

AD Process (1).png


The following is a list of the research tasks I performed and why. Click on the task to view the full deliverable.

  • Content Audit: to understand what content we're working with and the current structure of the site.
  • Competitive Analysis: to understand what the 'Appliance Selling' landscape looks like and gain inspiration for common and helpful features.
  • Usability Analysis: to understand the usability weaknesses of the current site and how they create friction towards a user's goals. 
  • User Surveys: to fill my knowledge gaps regarding users' motives and needs. This research informed the Personas and their User Journeys. 

Usability Analysis

User Survey Raw Results



The following is a list of the planning items I executed and why. Click on the task to view the full deliverable.

  • Goals Definition: to understand the business goals, user goals, and where they align. This helped guide the design and priority of features. 
  • Personas & User Journeysto attach goals, motives, needs to specific user types. Then identify areas of delight and frustrations a user may encounter while trying to interact with the site. This helped me empathize with the user.
  • Sitemap / Feature Definition: to outline the structure of the site and it's features from a high-level. 
  • Process Flows: To define the details of some of the more complex interactions.


Process Flows




Following the bulk of research and planning, I was able to start thinking of the different screens that needed to be translated into wireframes. Once I got the wireframes and requirements to a good spot, I created clickable prototype using InVision. 

To get feedback on the greyscale prototype, I ran a series of user tests that asked users to perform a couple common tasks such as finding an item and buying an item. I recorded my results in a rainbow spreadsheet and proposed a set of edits to the prototypes to help clear up some common confusion. 


Checkout wireframe flow with annotation bubbles

Annotations to support wireframes


3. The Prototype Concept

The final strategy and architecture was perfected in the InVision prototype, final wires, and requirements. Since this wasn't an real client of mine, Appliance Direct never saw the proposed strategy...however it's a huge improvement from the site's original build. 

Take a look at the prototype yourself and compare it against the previous site screenshots in the usability analysis.