Fred Lake

Crafting a better user experience and reducing purchase time for an eCommerce website.

Fred Lake

Crafting a better user experience and reducing purchase time for an eCommerce website.

Fred Lake

Crafting a better user experience and reducing purchase time for an eCommerce website.

Fred Lake

Crafting a better user experience and reducing purchase time for an eCommerce website.

Try scrolling

Who is Fred Lake?

Fred lake is a retailer for everything involving stamps, embossers, and office supplies in Dallas, TX

What was Kish's role?

As one of 2 UX Designers, Kish

  • conducted thorough user research to map out Fred Lake's target audience and their pain points
  • built a complete prototype of new app design to hand off to development team

Heading 1

Heading 2

Heading 3

Heading 4


Heading 5
Heading 6
Quote Block
  • List item
  • List item 2
  1. Numbered List Item 1
  2. Numbered List item 2
Image + Caption



s get into it


The Old Site

Owner and customers noted difficulty with

Navigating the website

Selecting the right product

Contacting customer service

Making their purchase efficiently

Thus, the challenge was

How might we enable customers to find the right products more easily, and checkout more quickly?

Interviews with Customers & Stakeholders

By speaking to the customers, owner and employees, such as those from the help desk, customer pain points and needs were elucidated and customer reports validated. Insights below

Analyzed Customer Data

Using recent customer data, a thorough analysis was done to begin constructing a picture of the average user. Information like purchase size, number of orders, and purpose for buying.

Empathy Map

The above insights were translated into an empathy map to try to understand the emotional experience and needs of users.


Personas were crafted to create concise summaries of the prototypical user and their pain points

Idea Prioritization

With an understanding of user’s needs and the current website’s challenges, potential features that would address these were laid out. Using an Idea Prioritization Map, the most important and feasible solutions were finalized.


With some core solutions identified, wireframes were created.

Solution #1 - Reorganized Homepage

The home page was cluttered and inefficient. The solution flipped and reorganized the content so the products were primary, and the about the company info was secondary and easier to read.

Solution #2 - Simpler Item Selection Tools

The existing resources available to find the right product were confusing to say the least. Rather than use a 3rd party pdf that required the user to make a lot of decisions a simple filter tool was implemented to narrow down item results

Solution #3 - Live Chat Help

Rather than have a form as the primary method of contact, a live chat tool was designed to help solve the primary customer problems.

Clickable Prototype

This prototype simulates the average customer’s average interaction with the website. It was presented to stakeholders to emphasize areas of the website that could optimized to improve users’ experiences. (embedded prototype only visible on desktop)

The Final Site

The prototype was handed off to the web development team and is currently being developed. Find the link to this almost live site to the left.



Outcomes based on initial user testing

Reduced purchase time by 50%

  • Based on both in house tests and those given to some beta users, the time it took to move from locating an item to checking out was cut in half. This was an excellent outcome because it indicates a more streamlined purchase experience, and more ease in locating items.

(Hope to) Increase conversion

  • The site is not live, so no conclusive data is yet available, but based on initial data from testers and visitors, the website is clearer, easier to navigate, and more conducive to actually helping someone checkout.

Reduce customer complaints ~ Improve user experience

  • One major goal of the project was to help customers navigate the website wit more ease, and reduce the frequency of calls needing to be made to get a question answered. Based on preliminary user tests, this goal was achieved.


Constraints are real

  • Throughout the team's design process, the development and budget constraints of Fred Lake defined how inventive the design solutions could be. This was not fully understood in the beginning, which definitely lead to some wasted ink and frustration. It is important to grasp the scope and resources of a project before designing solutions.

Personas help

  • Throughout the design process, the personas really helped tie the solutions to 'real' people and their needs. It's challenging to refer to user research alone, so having them distilled and personalized via personas ensured they were incorporated into the final design.

Sketches do more good than harm

  • Kish and his partner jumped straight from initial design ideas to wire framing. This made the designing process a lot more difficult, because iterating through many ideas and experimenting with different layouts  is way more time consuming digitally versus on paper.
  • There's no rush to jump into wire framing, and sketching will probably end up saving time at the end anyway.

Designs get lost in translation when developed

  • Seeing the product that the web development team produced, and more so its misalignment from the initial designs given, indicated how difficult some aspects of a design may be to implement