Hooks USA is an e-commerce site that sells fishing hooks in bulk. It also features a membership section and exclusive prices for members.
I completed this website design project when I was an employee at Five Technology.
My role on this project was as the project lead. The project lead at Five technology is a multifaceted role that includes everything from strategy, UX, and account/project management. I was ultimately responsible for the strategy and implementation of the site.
The Hooks USA site began taking orders immediately after launch. Much of the traffic in the beginning came from organic search, which is surprising, because it usually takes sites longer to gain traction from search engines.
I attribute the early success of the site to intelligent information architecture that is easily crawled by search engines. Because the categories are broken up into sections of hooks and subsections, search engines easily indexed the content and users could navigate to the type of hooks they wanted. I also ensured that the user experience was well done and that users could easily find the hooks they wanted and proceed to checkout.
Note: Hooks USA site isn’t responsive because it was designed prior to responsive web design becoming the standard. I included it in my portfolio because I think it’s a great example of e-commerce UX done well.
Get Five Stars
I performed user testing on a web app called Get Five Stars. Then I created wireframes of my solutions to the problems that I found from testing.
I performed testing on the Information Architecture for the accounting web app Freshbooks. This project wasn’t commissioned by Freshbooks, I did it out of my own curiosity.