Case Study: Translating the IRL Experience to Digital — A Local Store Entering the eCommerce Realm


Photo by Jametlene Reskp on Unsplash

The Problem


  • Users: Purchase stationery from Papercraft online
  • Business: Increase engagement and retention of online shoppers
  • Product: Maintain the small shop appeal of Papercraft’s in-person presence

User Research

  • Users favour shopping online for convenience and will rarely venture into stores unless they want to touch and feel the items prior to purchase.
  • Unfamiliar settings are off-putting to users.
  • Users do not like highly commercialised websites that bombard them with notifications, offers, deals and emails.
  • Users prefer human contact when rectifying issues and expect the same level of customer service online as they would in person.

Competitive and Comparative Analysis 🕵🏻‍♀️

Let’s think of how we want the site to look…

Initial design iterations 👩🏻‍💻

  • Fred advised that it would be unnecessary to label the “bag” and “account” icons as users are familiar with the icons themselves.
  • Fred recommended adding some filer text in the search bar to help the user get their search started.

Test Plan 💡

  • User said that the basket could have a bigger clickable area
  • User said everything was where they expected it to be but was thrown off by an extra breadcrumb in paint area

Next Steps…

  • Rebuild pages using auto-layout to get the website to a professional level of spacing.
  • Further refine the imagery quality within the website to match that of competitors.



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