User Experience Brief

About the Company

The Group of 3 is a Retail Merchant selling Smart Watches. We’re unlike other merchants that sell watches alongside other product lines. We only specialize in Smartwatches and thus know our product line very well. Our team can help you navigate this new world of tech wearables and find the right Smart Watch suitable to your lifestyle and needs.

If you’re looking for Smart Watch experts…we’re the one!

Project Summary

The Group of 3 is currently looking at expanding their business online.

Research has shown many more customers are preferring to make purchases from the comfort of their own home without having to visit a brick and mortar store. The Group of 3 would like to take advantage of this finding and host an e-commerce website to sell their Smart Watches. A few stores will remain open but the goal is to drive sales directly from the site thus reducing operating costs of managing so many stores.

This website is being built completely new as there is currently no website for the company. The structure of the site will have to be very similar to the experience of the customer going to the “real store” ensuring customers can find what they want and get assistance and serviced easily.

Business Goals:

  • Increase market share in the Smart Watch market, be the dominant retailer
  • Reduce operating costs and reduce number of brick & mortar stores
  • Drive and increase sales to the online platform
  • Create smart watch awareness through branding and great customer service
  • Appeal and specialize to the “serious” smart watch segment

Website Objectives:

  • Communicate information on technology trends, product lines
  • Be a platform for customer service, answering FAQs, customers & product support
  • Use to strengthen brand in the online community
  • Sharing of product experience and Promos via Social Media like Facebook, Twitter, Instagram etc.
  • Provide an alternative platform to buy the products versus going to the store

User Personas

Competitive Landscape

The following were listed as competitors by the company

  • Watch – Apple
  • Samsung
  • Skagen
  • Fitbit
  • Fossil
  • Withings
  • Misfit

Measures of Success

It is very important to define some key performance indicators from the very beginning so that the company can track against and ensure that we are hitting the KPIs.

Leads - Increase from current5 per month in year 1
Bookings - grow from current1 per month in year 1
Traffic - grow from current10% increase in visits per month
Return visits20% returning visits per month
Increase time spent on site3 pages+ target average page views

Things to Overcome


Obtain contract with Apple to be an authorized retailer to sell Apple Smart Watch

Ensuring product line and quantity is reflected accurately on the online store


Apply for Apple Authorized Service Provider Program

Implement a good inventory tracking system which can be updated live once a purchase is made or new inventory is added

Preliminary Sketches

Site Map for Website

Journey Map

Card Sorting

Screen Types Wireframes