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Product

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My Role

UX Research

UI Design

Summary

An e-commerce app specifically designed for the sub-sector of retail/home furnishings with same-day delivery.

 

STYLEBOARD

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/found/

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The quick brown fox jumped over the lazy dog.

The quick brown fox jumped over the lazy dog.

The quick brown fox jumped over the lazy dog.

The quick brown fox jumped over the lazy dog.

The quick brown fox jumped over the lazy dog.

The quick brown fox jumped over the lazy dog.

The quick brown fox jumped over the lazy dog.

The quick brown fox jumped over the lazy dog.

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Image by Sai De Silva

"I need a gift for a house warming later, but I also have to help my kids with their homework, make lunch, and get myself ready.


"I wish I could just have something delivered to my house so I can continue on with my day."

Image by Tachina Lee

"Why is food the only thing we can get delivered to us within the hour?"

 

THE PROBLEM SPACE

Local Retailers

Image by Christian Wiediger

Forced to close storefronts due to COVID-19

Big business is thriving

Local Retailers are suffering

PROJECT OVERVIEW

Connect people

To local retailers

Same day delivery

Encourage local shopping due to convenience

RESEARCH

Canadians find online retailers by searching for the item they're looking for. Often on Google or Amazon.

Canadians choose a business based on fast shipping.

Canadians prefer to shop locally whenever possible.

On average it takes 5-9 business days for the local postal delivery, and sometimes longer with covid.

 

MY ASSUMPTIONS

Canadians

Image by Christian Wiediger

Use Amazon

For Accessibility 

Canadians

Aren't leaving their houses

Due to COVID-19

Canadians

Love

Local

 

HOW MIGHT WE? 

Create an online database that connects shoppers to their local retailers, providing ease and accessibility for all?

 

WHAT IS CURRENTLY ON THE MARKET?

Uber Eats

Cornershop

  • Uber Eats introduced a part of their app called Cornershop. After opening the app if you didn't know about it previously my guess is you wouldn't find it.

 

  • Located in the bottom nav bar under "Groceries" users can enter their delivery details to get started using Cornershop.

  • Once that's done you can shop retail stores such as clothing from H&M, Canadian Tire, David's Tea, and...not a whole lot else.

  • It seems strange this information is categorized under "Groceries" leaning towards unthoughtful UX. 

  • I feel Uber has the right direction in mind but is failing to provide access to a variety of local businesses. 

Small Websites

(in review a site called "Not-Amazon")

  • Not Amazon is a fun little site that is minimalistic to its approach, built by a woman with her own two hands. She wanted to create a space that was inclusive and a directory of all the great local shop's cities have to offer.

  • Laid out by location and category it is quite easy to navigate although can feel a bit clunky at times. The overall feel does hit the mark for supporting local though as it does have a certain unique charm about it. 

  • That being said it is more so a directory than anything else. Each shop will lead to their own website but delivery is as expected - by mail. 

Uber Eats

Cornershop

Small Websites

(in review a site called "Not-Amazon"

Delivery Options

Same Day

Postal Only

Delivery Fee

Some stores,yes

Postal Only

Intuiative

Accessible

Separate Platform

Local Stores Onboarded?

MY OPPORTUNITY FOR INTERVENTION

Based on my competitor research I sought out opportunities for intervention. I wanted to combine great UX with same-day delivery. An intervention between platforms

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Uber Cornershop

/found/

Small Website/ "Not Amazon"

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WHOM I WANTED TO INTERVIEW

Based on secondary research I wanted to interview:

Urban Dwellers. Geographically shoppers tend to live in urban or suburban areas.

Baby Boomers. Research shows they want convenience above all else.

WFH. Strong link between shopping online and WFH

Steady Income / Disposable income= more shopping

 

GOALS AND OBJECTIVES FOR MY INTERVIEWS

  • I wanted to build upon my secondary research and the data behind it. I wanted to try to understand the needs of my user and see if having delivery from local retailers was of any interest to them.

  • Would convenience make it easier to decide to shop local as opposed to Amazon for its one-day shipping feature?

  • I conducted interviews over zoom and transcribed all my notes.

  • I followed an interview guide I had previously written up that asked open-ended questions about users' experience with the e-commerce space.

Smiling Mature Woman

WHAT PEOPLE SAY

“I find it rather difficult to know where to find local retailers in my area”

 

CHOOSING A TASK FLOW

After hearing my interviewee's main pain points and gathering insight I compiled a variety of user stories that I broke down into epics.
The core epic I decided on was: Accessibility.

We can incorporate user stories that live under the core epic "Accessibility" into a task flow that will target and improve the lives of the user. 

I decided on a task that was a simple check out, navigating from delivery confirmation, to seeing your items on their way.

Home Page/ Login

Shopping Cart

Delivery Screen

Delivery Confirmation

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WIREFRAMES 

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WIREFRAMES LO-FI

Rough 1st version.

  • Users needed more context.

  • Screens were missing.

  • Users wanted an order summary.

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WIREFRAMES MID-FI

3rd version. Coming together.

  • Users wanted suggested search options rather than just having a search bar so I changed that.

  • I refined screens again because the additional ones I added weren't necessary for task flow and proved confusing.

  • Added much more context to the delivery pages since this was the MVP.

  • Users flowed through this version easily, said it felt familiar to many e-commerce apps.

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WIREFRAMES HI-FI

Add a bit of spice!

Final Version. UI refined. Colours added. 

 
 

DESIGN IMPACT & FUTURE THINKING

  • I believe having an app solely dedicated to all the local businesses within your city would be a very beneficial way to connect people back to their neighbourhoods. With easy delivery options, it could be an alternative to always heading to Amazon.​

  • Going forward I would love to incorporate a "filter by location" aspect of the app. I already have a filtration system for items, but it would be nice if people could do a quick search for stores nearest them, providing them new knowledge of what's around them and also for the quickest delivery times.

 

PROTOTYPE

REFLECTIONS

  • This was a project spread out over 10 weeks. The challenges I faced were great learning experiences. I quickly learnt that wireframing, even in the lo-fi stages, has to give enough information to the user. It can't just be a general/ incomplete idea that only you know the potential of. 

  • This process of designing really cuts down on time if you have a more complete lo-fi wireframe for initial user testing, instead of having to iterate multiple times to get it right. That being said, I realize that sometimes you just don't get it right the 1st, 2nd, or even 3rd time and that's fine. As long as you're still receiving new user feedback you are moving towards creating excellent UX. You know when the design is right when users can flow easily through the task and you hear reoccurring feedback.

  • I learned the importance of user testing and I actually found I loved user testing because I find listening to people and hearing their thought process so interesting. 

  • I also learned about using ideas from other existing applications to keep familiarity at the front and center of design patterns. I was originally trying to re-create the wheel and sometimes that's okay. But a lot of the time it just wasn't as easy to navigate as more familiar systems.

  • It is imperative to good design to follow what works well for the majority as opposed to what you think looks good. 

NEXT PROJECT

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