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Looking at the Redesign of the @Nooka Website | DesignNotes by Michael Surtees

Looking at the Redesign of the @Nooka Website

Nooka Home

Nooka Category Page

Nooka Product Section

Nooka Product Detail Page

Nooka Story Overview

I’ve been really lucky in 2010 so far. It has also been incredibly busy. While transitioning from Daylife and before starting at Behavior I had the opportunity to work with one of my favourite brands to design their new site in terms of UX. I’m not a huge fan of the word UX as I see it as part of the natural part of design, but I’ll save that discussion for a different post. Essentially I worked with Nooka to see what could be improved in terms of people finding products, creating systems for Nooka to talk about their story and facilitating an even better sense of community between Nooka and the fans that celebrate their designs.

I started with these six topics to focus on the redesign:

1. Audit Site
· What is in the site, what are the major categories?
· What is working?
· What doesn’t work?

2. Who is visiting this site
· Who are the people (what are their goals)?
· Gather feedback via blog, Twitter & Facebook (what do you like, what don’t you like)

3. What are the priorities
· When a person comes to the site, what roles does they play?
· What do we want them to do?

4. What is the story we’re trying to present
· What does Nooka want to express?
· What is the typical media release?

5. What is the strategy for growth and evolution?

6. What are the types of pages and the roles?

Process:
From there it was a matter of listening, asking questions and collecting the data. From that it was a matter of sitting down with the Nooka team to set a plan of attack. The main people on the redesign team was Yumi who did the visual design and the lead developer was Leslie. Providing feedback during the meetings and development were marketing and sales.

There’s a lot of details but to keep it on a high level I’ll mention a couple themes that focused on the redesign. As a huge fan of Nooka I’m asked quite often which watch someone should get. There’s a couple basic questions that I’ll start with that focus on the idea of telling time. From there it is a matter of deciding on a band and color. If we could design a home page that allowed people to get a broader sense of what Nooka has to offer we felt that people would be more willing to explore and focus on options. Another important aspect of the redesign was taking the different roles that someone might play in coming to the site. We used the product detail page as the core element and built a foundation around that. Each page shows a number of related products. Each section and category gives an overview to compare. Some fans know the product inside out and just want to see the new stuff—so there’s a section for that.

Being online is extremely important. I look at Matthew and the amount of time he spends on Nooka’s Facebook Fan page and Twitter account and wonder if there’s anyone else that spends that much time engaged with the people that enjoy his products. We wanted to take that spirit, include marketing and news information into one section. Nooka 360 was a section to create a system that allows marketing to be released in a timely manner yet not loose those personal connections. As with any site launch there’s going to be some adjustment in the next couple of weeks. Part of the plan was to release the site, gather feedback for a month and make any adjustments as needed. With that said if something feels kind of strange with the site as you explore, please let me know and I’ll pass it on to Nooka.

There’s a lot of reasons why I wanted to work with Nooka on this. I think it might have been five or six years ago I was complaining about their older website before I even knew Matthew. I was introduced to him via Tina to interview him for a blog post. From there we’ve been friends ever since so when the opportunity to help a brand that I truly respect, I wasn’t going to say no. It was also perfect timing as I was about to leave Daylife and could do a lot of the work before starting at Behavior. I had been on the old site so much that I had a pretty good idea what some of the pain points were. After spending a lot of time going through the site and looking at the issues with fresh eyes along with the team and listening to fans, a lot of the grid and systems designed itself.

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