Website Redesign

Speculative redesign.




Headquartered in San Jose, California, Fry's Electronics is an American big-box store and retailer of software, consumer electronics, household appliances and computer hardware. Fry's sells home electronics, from computers & laptops parts to cameras, televisions & home appliances in addition to providing in-store computer repair and custom computer building services. Execute a redesign of a user-flow on



Find Pre-Existing Customer Pain Points

Create An Improved & Intuitive
E-Commerce Experience



I started off with taking a look at Fry' and other sites that our user may be looking to for the same service. I looked at the user flow of the pre-existing check out flow and evaluated its Heuristics. This helped frame 


  • Heuristic Evaluation
  • Brand Research
  • Comparative & Competitive Analysis

User Research

  • User Interviews
  • Task Analysis
  • Persona
  • Customer Journey Map
  • Card Sorting
  • Problem Statement
  • User Flow

Conducting a task analysis with users on Fry' and interviewing them was insightful. From those insights-- scenariocustomer journey map, problem statement and persona were created. I also had users card sort for global, main and secondary navigation. I needed to see how they group and organize information before I could design for them.

Key Insights

Users are overwhelmed with information on Home Page

Users want an alternative checkout option

Initial checkout page is misleading


Card sorting and user feedback gave me a great place to build off of for the new site map and prioritizing features. I constructed an improved navigation and user flow. This gave me a blue print to then map out low-fidelity wire frames. 

  • Site Map
  • Feature Prioritization
  • Low-Fidelity Wire Frames