This is an individual case study focused on the information architecture of Fishs
Eddy's website. I researched the current website heuristic and information architecture
and conducted different types of usability tests to understand user's mental model
to create a new sitemap and user flow. And then, I redesigned the current
website into a site with clear structured navigation and intriguing visuals that better
represent Fishs Eddy's characters.
Methodology in Use
Heuristic Evaluation(Abby Methods)
Open Card Sorting Test
Closed Card Sorting Test
User Flow Revision
Design and Prototype
Research & Analysis
During the research phase, I analyzed Fishs Eddy's competitors and comparators, as
well as conducted a detailed heuristic evaluation on three different pages of the
current website by applying the Abby method. I found the major problem areas fell
into the site's findability, communication, controllability, delightfulness. The
current navigation is complicated for users to find products while the
language in-use causes further confusion.
I sent out closed and open card sorting tests to understand how users categorized navigation
items and where the language confusion was. The 20 user responses and comments informed a
new navigation structure and user flow. The tree testing validated my revisions and led me
moved forward to the design phase.
Figure 1. High Level Research Steps and Results
I analyzed the current site's information architecture, and revised based on
card sorting results to create a final revised sitemap. I reorganized items into primary,
secondary and tertiary navigation and edited on the wording choice.
And then, the new site information architecture was sent to tree tested.
In the high-fidelity wireframes, the changes of primary, secondary, and tertiary navigation
made in the sitemap were adapted. I also replaced the home page images to one that better
represent the character of Fishs Eddy. I made visual edits on the payment process
that reflected the new user flow, as well as added the logo in the payment
pages to increase the website's credibility. I received postive feedback from users
during the usability test.
I conducted one round of usability tests on the high-fidelity prototype. 4/4 users succeeded
to complete a purchase of New York City related products. Users said the language used
in the navigation was clear and the home page images were consistent with their impression
of Fishs Eddy's business.
I'm a UI/UX Designer who can code. I'm a designer with a strong focus on helping people tell their
stories in a strategic, human-centric way. I'm a designer who loves painting, traveling and learning
With a diverse background in Art & Design, Analytic Research, and a master's degree in Fine Arts,
my proven end-to-end experience has enabled me to deliver engaging web and mobile products. I've been
lucky to also bring proficiency in three languages and a multicultural understanding that let me design
with empathy, curiosity, and accessibility as a priority. My passion is all about empowering the user,
granting them a voice in the design process, and ensuring a diverse set of users are represented.