Margo Virzera - Great British Pop Up

Overview

The Great British Pop-Up is a company that gives small brands the opportunity to grow their business by providing a space for them to showcase their brand in a leading British department store.

By choosing to partner with the Great British Pop-Up, brands benefit from exposure, opportunity to grow their customer base, and sales.

My Role: UX / UI Designer
My Focus: Landing page and user testing
The Team: 3 other UX Designers focusing on different portions of the website
Timeline: November-December 2021

The Problem

There is currently no way for brands to view available pop-up spaces. The current method for onboarding, viewing available pop-up spaces, and booking pop-up space is to email back and forth with the retail space manager.

The brand would fill out the form below, and the retail space manager would begin the emailing process with them. This is time consuming and inconvenient for the brand.

Goals

To create an experience where brands can view what pop-up spaces are available, book spaces, and view their bookings. The brand can also receive notifications through the site about actions they need to take in addition to being able to send messages with the retail space manager if needed.
To design a landing page that would lead new brands to understand and apply to partner with the Great British Pop-Up.
To compile our research, recommendations, and designs into a figma file/google drive for future designers. The purpose of this is also for the Great British Pop-Up to be able to hand off our designs to be built.

Competitive Analysis

The Great British Pop Up directed me to the following websites to have an understanding of what they envisioned the entrance to a successful website to be. It was important to them that the "call to action" buttons would direct the brands to do the following:

1. Sign up
2. Login

3. Search for their next pop up experience

4. Learn more

https://www.thestorefront.com

https://www.appearhere.us

https://www.faire.com

I compared these sites to gain understanding of impactful or of content and primary call to actions. I was also curious to see what content they provided to explain how the company works and to show the user can trust them.

Landing Page Content

The following sections and features contained 1, if not all, of the 3 sites.

•Space to reach out with questions/search FAQ articles

•Resources/newsletter where user provides email address

•Logos of trusted brands they have worked with

•Resources

•Testimonials

•Meet the team

•Sharp and simplistic design for their interface design

Getting Started

Based off of my findings from the competitive analysis, I drew out the following sketch:

Style Guide

Working with my team, we built the following style guide to ensure our designs would be uniform throughout the site.

Landing Page Redesign

After collaboration with my team, in addition to once a week design critiques with my project manager, I used Figma to create the following redesign:

Landing page currently in use

Redesign for the landing page

Usability Testing

I wrote a test script and conducted 3 remote moderated tests on key screens of high-fidelty web mockups.

All of the brands were experienced and have worked with the Great British Experience.

View the key screens we used in our usability test below:

Findings

I found that all brands had a solid understanding of how to use the platform to achieve their goals of booking a listing. Users preferred control over their booking experience instead of relying on email correspondences.
They told us that the more minimal the screens and text, the better.

Mobile Design Sneak Peek

Our Recommendations Based off of Usability Testing