Party Supplies E-commerce — UX Case Study


The Business


  • Showcase highly-curated products
  • Focus on hand-picked quality over quantity
  • Maintaining its brand image and ‘small shop’ appeal
  • Great customer service
  • Brand personality playful, bright, friendly, affordable, informal

User Research

Contextual Inquiry

Party Party — London, E8 2NP


  • Most shoppers were locals
  • Products were arranged in clear categories in their aisles
  • Staff were attentive and ready to help out
  • Last-minute shopping — for events happening on the day to 1weeks time
  • The convenience of buying in person, it is instant
  • Reasonable pricing
  • A wide selection of products & availability
  • Dealing with shipping delays & returns is not ideal
  • Quality issues — in stores you get what you see, unlike online
  • Lack of stock or sizes available in stores
Quotes from user interviews

Competitive Analysis

ATG — Competitive Analysis


  • Improvement of the navigation system, flexibility and ease of use
  • Logistics — Offering fast deliveries, collection in stores and free returns
  • Building on their ‘small-shop’ brand image and appeal
  • Offering a relevant amount of information on products online eg. more photos and details

The Opportunity

  • Focusing on user-centred design methods
  • With a focus on great customer service

Solving the Problem

JTBD Framework

Job Statement

User Flow — Happy Path

User Journey

Information Architecture

A user card sorting

Open Card-Sorting

  • 42 unique categories were created!
  • I was able to narrow it down to 8

Closed Card-Sorting

  • 8 categories given to users
  • I narrowed this down further to 6 categories

Site Map

ATG — Site Map

The Solution

Sketches for Ideation


Key features

  • Top navigation bar —which will appear constant on every page
  • Search bar
  • Logo & about section — for the user to get to know more about the business
  • Product categories — including a new in or popular section
  • Cart
  • User details — Log in / Register
  • Footer — including contact details, help section, FAQ and t&c’s, appearing on every page to ease navigation


Paper Prototype

ATG Paper Prototype — home, home with top nav, browse, product, cart, check out

Usability Testing

Usability Testing — Paper Prototype


  • 5/5 found it easy and straightforward to find a product and purchase it
  • 3/5 found the check out page slightly confusing, the order is not right
  • 4/5 wanted to see a confirmation once the purchase was made.



Insights key:

  • Green — positive
  • Red — problem (to change)

Home page

Wireframe iterations — Home page

Product Description page

Wireframe iterations — Product description page

Check Out page

Wireframe iterations — Check out page



ATG — Hi-fi prototype in motion
ATG — Hi-fi prototype

Next Steps

  • Focusing on higher fidelity prototype, adding UI elements to effectively showcase brand values, through the use of colour, imagery and copy
  • Usability testing with party store customers and conducting surveys to measure success and points for improvement in further iterations
  • Think about how this desktop design may look like on other devices. eg mobile or tablet, as the number of users shopping through these devices, are continuously growing


  • I started this project assuming that it would be a breeze, as I have experience working at multiple e-commerce businesses, however, I was very wrong and it was a lot more complex than I originally thought!
  • Good navigation is well thought through and a very difficult job. Doing the card sorting exercises made me realise how differently people choose to categorize things and this is such a big consideration when building the structure of the website, the sitemap.
  • Good design is good business — it is so important that an e-commerce website works VERY well (also, Thomas Watson)




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Kiki Wellenhofer

Kiki Wellenhofer

👩🏽‍💻 Product Designer →

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