Citizen Supply Leatherworks — Gracelyn Miller

BRIEF

Citizen Supply is an independently owned retailer in metro Atlanta that exists to bridge the gap between the maker and the consumer. They promote handmade and small batch goods from local brands and sustainable businesses.

The Leatherworks Collection is a specialty line of hand-crafted leather, metal, and canvas goods produced in house at Citizen Supply’s Ponce City Market Location.

Citizen Supply Leatherworks needed a microsite to build brand recognition and to attract high-end customers to their one-of-a-kind products, which were not featured on the Citizen Supply home site.

Process

Problem discovery
User research
Competitive/Comparative analysis
Developing site structure
Lo-fi wireframes
Clickable prototype

Understanding the User:

I began my process by creating a persona that embodied CSL’s target user - high-end, adventurous, and modern.

Understanding the other guys:

My next step was to conduct a C&C analysis to understand industry standards and parse out possible points of differentiation. The starred items below indicate features and elements that would be a priority for CSL’s target users.

C&C Synthesis:

Based on my findings and CSL’s business goals, I prioritized “must-have” features and determined what elements I would avoid.

Determining Site structure:

I conducted card sorting exercises with four users to determine a site structure that would be intuitive and efficient.

Final Site Structure

Refining Design Direction:

With a site structure in mind, I put pen to paper and sketched an initial set of wireframes that would inform the rest of my design. I refined my sketches based on feedback and some quick paper prototyping.