georgeantonio.framer.website
georgeantonio.framer.website
georgeantonio.framer.website
georgeantonio.framer.website
Type
Type
Website
Website
My Role
My Role
UI/UX designer
UI/UX designer
Year
Year
2024
2024
Software
Software
Overview
Overview
Star Catcher is a brand that inspires curiosity in astronomy by offering high-quality telescopes and space exploration equipment.
Star Catcher is a brand that inspires curiosity in astronomy by offering high-quality telescopes and space exploration equipment.
Problem Statement
Problem Statement
Amateur astronomers struggle to find affordable, user-friendly telescopes and reliable resources, while many sites lack clear value communication and intuitive navigation.
Amateur astronomers struggle to find affordable, user-friendly telescopes and reliable resources, while many sites lack clear value communication and intuitive navigation.
Goals
Goals
Create a visually engaging, intuitive landing page for Star Catcher
Create a visually engaging, intuitive landing page for Star Catcher
Highlight high-quality telescopes for astronomy enthusiasts
Highlight high-quality telescopes for astronomy enthusiasts
Evoke excitement and curiosity about stargazing
Evoke excitement and curiosity about stargazing
Ensure smooth navigation and seamless purchasing experience
Ensure smooth navigation and seamless purchasing experience
Competitors
Competitors
Strengths:
Strengths:
Market leader with strong reputation
Market leader with strong reputation
Innovative, user-friendly telescopes
Innovative, user-friendly telescopes
Advanced features like computerized mounts and SkyAlign technology
Advanced features like computerized mounts and SkyAlign technology
Weaknesses:
Weaknesses:
High price points for advanced models
High price points for advanced models
Limited personalization in product design
Limited personalization in product design
Opportunities for Star Catcher:
Opportunities for Star Catcher:
Competitive pricing or unique bundles
Competitive pricing or unique bundles
Personalized astronomy kits and workshops to add value
Personalized astronomy kits and workshops to add value
Strengths:
Strengths:
Premium-quality optics with advanced features
Premium-quality optics with advanced features
Strong brand trust in the astronomy community
Strong brand trust in the astronomy community
Advanced features like computerized mounts and SkyAlign technology
Advanced features like computerized mounts and SkyAlign technology
Weaknesses:
Weaknesses:
Criticism of customer service and warranty support
Criticism of customer service and warranty support
Limited options for entry-level users
Limited options for entry-level users
Opportunities for Star Catcher:
Opportunities for Star Catcher:
Expand into beginner market with simplified telescopes
Expand into beginner market with simplified telescopes
Differentiate through exceptional customer support
Differentiate through exceptional customer support
Strengths:
Strengths:
Wide product variety for beginners and intermediate users
Wide product variety for beginners and intermediate users
Excellent educational resources and guides
Excellent educational resources and guides
Weaknesses:
Weaknesses:
Limited premium options for professionals
Limited premium options for professionals
Products can be bulky and less portable
Products can be bulky and less portable
Opportunities for Star Catcher:
Opportunities for Star Catcher:
Emphasize portability and premium craftsmanship
Emphasize portability and premium craftsmanship
Target experienced stargazers and astrophotographers with professional-grade tools
Target experienced stargazers and astrophotographers with professional-grade tools
Strengths:
Strengths:
High-quality optics ideal for stargazing
High-quality optics ideal for stargazing
Compact, travel-friendly design
Compact, travel-friendly design
Trusted Japanese craftsmanship
Trusted Japanese craftsmanship
Weaknesses:
Weaknesses:
Limited distribution channels in some markets
Limited distribution channels in some markets
Higher price tags for compact models
Higher price tags for compact models
Opportunities for Star Catcher:
Opportunities for Star Catcher:
Emphasize wide availability in global markets
Emphasize wide availability in global markets
Launch a product line tailored for travel
Launch a product line tailored for travel
Offer competitive pricing and enhanced convenience for mobile users
Offer competitive pricing and enhanced convenience for mobile users
Strengths:
Strengths:
Affordable telescopes with solid performance
Affordable telescopes with solid performance
Good variety of Dobsonian models and astrophotography tools
Good variety of Dobsonian models and astrophotography tools
Weaknesses:
Weaknesses:
Lower brand prestige compared to competitors
Lower brand prestige compared to competitors
Advanced models lack some innovative features
Advanced models lack some innovative features
Opportunities for Star Catcher:
Opportunities for Star Catcher:
Build brand prestige as a premium yet accessible alternative
Build brand prestige as a premium yet accessible alternative
Combine affordability with advanced technology and sleek design
Combine affordability with advanced technology and sleek design
Quantitative Research
Quantitative Research
Audience: 1,000 U.S. readers (ages 20–30) who buy telescopes.
Key Insights:
Audience: 1,000 U.S. readers (ages 20–30) who buy telescopes.
Key Insights:
75%
75%
of users prioritize clarity in product specifications and availability.
of users prioritize clarity in product specifications and availability.
63%
63%
prefer websites that integrate visuals of stargazing results.
prefer websites that integrate visuals of stargazing results.
51%
51%
abandon purchases due to overly complicated checkout processes.
abandon purchases due to overly complicated checkout processes.
56%
56%
want a platform that blends discovery, community, and shopping.
want a platform that blends discovery, community, and shopping.
User Persona
User Persona
Ethan Perez
Ethan Perez
Age
Age
24
24
Profession
Profession
Astrophotographer
Astrophotographer
Location
Location
Austin Texas
Austin Texas
Status
Status
Single
Single
Income
Income
$35,000/year
$35,000/year
About
About
Passionate about astronomy and stargazing
Passionate about astronomy and stargazing
Drawn to platforms that emphasize discovery, guidance, and community
Drawn to platforms that emphasize discovery, guidance, and community
Enjoys exploring planets, nebulae, and galaxies with high-quality equipment
Enjoys exploring planets, nebulae, and galaxies with high-quality equipment
Goals
Goals
Discover telescopes and gear that match his needs without overwhelming searching
Discover telescopes and gear that match his needs without overwhelming searching
Recreate the excitement of stargazing through curated product collections
Recreate the excitement of stargazing through curated product collections
Access authentic recommendations from trusted astronomers and enthusiasts
Access authentic recommendations from trusted astronomers and enthusiasts
Pain Points
Pain Points
Overwhelmed by the sheer variety of telescope options online
Overwhelmed by the sheer variety of telescope options online
Difficulty finding trustworthy, personalized product recommendations
Difficulty finding trustworthy, personalized product recommendations
Many websites fail to clearly communicate value or features
Many websites fail to clearly communicate value or features
Sarah Johnson
Sarah Johnson
Age
Age
32
32
Profession
Profession
High School Science Teacher
High School Science Teacher
Location
Location
Denver, Colorado
Denver, Colorado
Status
Status
Married
Married
Income
Income
$62,000/year
$62,000/year
About
About
Passionate about astronomy and always looking for tools to engage students in space science.
Passionate about astronomy and always looking for tools to engage students in space science.
Drawn to platforms like Star Catcher for their intuitive design, product clarity, and educational value.
Drawn to platforms like Star Catcher for their intuitive design, product clarity, and educational value.
Enjoys exploring the skies and sharing celestial discoveries with both students and fellow astronomy enthusiasts.
Enjoys exploring the skies and sharing celestial discoveries with both students and fellow astronomy enthusiasts.
Goals
Goals
Spark students’ curiosity about space and inspire interest in astronomy through hands-on telescope use.
Spark students’ curiosity about space and inspire interest in astronomy through hands-on telescope use.
Discover telescopes that balance ease of use with educational capabilities.
Discover telescopes that balance ease of use with educational capabilities.
Discover telescopes that balance ease of use with educational capabilities.
Discover telescopes that balance ease of use with educational capabilities.
Pain Points
Pain Points
Finds it difficult to compare telescope specs across multiple sites.
Finds it difficult to compare telescope specs across multiple sites.
Frustrated by websites that lack visual previews of telescope results (e.g., expected sky views).
Frustrated by websites that lack visual previews of telescope results (e.g., expected sky views).
Misses a community-driven space for discussing astronomy tools and classroom tips.
Misses a community-driven space for discussing astronomy tools and classroom tips.
Costumer Journey Map
Costumer Journey Map
Stages
Goals
Touchpoints
Actions
Emotions
Pain Points
Awarness
Discover Star Catcher as a trusted brand for astronomy gear.
Discover Star Catcher as a trusted brand for astronomy gear.
Social ads, homepage hero section, blog articles.
Social ads, homepage hero section, blog articles.
Clicks ad, visits landing page, reads mission statement.
Clicks ad, visits landing page, reads mission statement.
Curious, inspired, eager to learn more.
Curious, inspired, eager to learn more.
Too many generic telescope ads.
Too many generic telescope ads.
Consideration
Find a telescope that matches skill level, budget, and needs.
Find a telescope that matches skill level, budget, and needs.
Product catalog, comparison tool, reviews/testimonials.
Product catalog, comparison tool, reviews/testimonials.
Browses categories, compares features, checks reviews.
Browses categories, compares features, checks reviews.
Interested, cautious, weighing options.
Interested, cautious, weighing options.
Product specs are often confusing or poorly explained.
Product specs are often confusing or poorly explained.
Purchase
Buy the right telescope with confidence and ease.
Buy the right telescope with confidence and ease.
Product page, cart, checkout, confirmation email.
Product page, cart, checkout, confirmation email.
Adds product to cart, reviews bundle offers, completes checkout.
Adds product to cart, reviews bundle offers, completes checkout.
Excited, slightly anxious about making the right choice.
Excited, slightly anxious about making the right choice.
Complicated checkout or unclear warranty details cause hesitation.
Complicated checkout or unclear warranty details cause hesitation.
Engagement
Successfully set up and enjoy first stargazing session.
Successfully set up and enjoy first stargazing session.
Connected, valued, motivated to continue stargazing.
Connected, valued, motivated to continue stargazing.
Unboxes product, follows setup guide, tries first stargazing.
Unboxes product, follows setup guide, tries first stargazing.
Delighted, proud, curious to explore more.
Delighted, proud, curious to explore more.
Setup process can be intimidating without clear guidance.
Setup process can be intimidating without clear guidance.
Retention
Stay engaged with brand and community, explore advanced gear.
Stay engaged with brand and community, explore advanced gear.
Newsletter, online community, loyalty program.
Newsletter, online community, loyalty program.
Subscribes for updates, joins community, attends events.
Subscribes for updates, joins community, attends events.
Connected, valued, motivated to continue stargazing.
Connected, valued, motivated to continue stargazing.
Lack of ongoing engagement may reduce repeat purchases.
Lack of ongoing engagement may reduce repeat purchases.
Order User Flow
Order User Flow
Site Map
Site Map
Wireframes
Wireframes
Product Carousel on Homepage
Product Carousel on Homepage
Product Template Page
Product Template Page
Order Page
Order Page
Typography
Typography
Wallpoet
Wallpoet
Aa
Aa
Used for
Used for
Headings
Headings
Reasons
Reasons
Expressive & distinctive
Expressive & distinctive
Brand personality
Brand personality
Hierarchy clarity
Hierarchy clarity
Robotto
Robotto
Aa
Aa
Used for
Used for
Paragraphs
Paragraphs
Product Names & Prices
Product Names & Prices
Buttons
Buttons
Reasons
Reasons
High readability
High readability
Neutral & versatile
Neutral & versatile
Consistency in UI
Consistency in UI
Good scalability
Good scalability
Weights
Thin
Extra Light
Light
Regular
Medium
Semibold
Bold
Extra Bold
Weights
Thin
Extra Light
Light
Regular
Medium
Semibold
Bold
Extra Bold
Colors
Colors
#FFFFFF
#FFFFFF
Used For
Headings' fill
Buttons' text
Used For
Headings' fill
Buttons' text
Reasons
Ensures readability
Highlights key content
Reasons
Ensures readability
Highlights key content
#61AAFC
#61AAFC
Used for
H1
Stroke of the other headings
Used for
H1
Stroke of the other headings
Reasons
Draws attention
Adds an effect
Reasons
Draws attention
Adds an effect
#080808
#080808
Used for
Overall Bg
Used for
Overall Bg
Reasons
Creates contrast
Reduces eye strain
Reasons
Creates contrast
Reduces eye strain
Final Design
Final Design
Landing Page
Landing Page
antoniochiriloiu.framer.website
antoniochiriloiu.framer.website
antoniochiriloiu.framer.website
antoniochiriloiu.framer.website
Product Page with Filter
Product Page with Filter
Product Page with Cart
Product Page with Cart
Product Template Page
Product Template Page
Shipping
Shipping
Payment
Payment
Order
Order
Outcome
Outcome
70%
of test users found navigation more intuitive after redesign.
30-40%
increase in product discovery through improved filtering and categories.
70%
of test users found navigation more intuitive after redesign.
30-40%
increase in product discovery through improved filtering and categories.
60%
reported higher confidence in choosing the right telescope with comparison tools.
11–12
average engagement time in prototype sessions, driven by interactive tutorials.
60%
reported higher confidence in choosing the right telescope with comparison tools.
11–12
average engagement time in prototype sessions, driven by interactive tutorials.