Brief

Duration: 
2 weeks

Target Device: 
Website

Tools: 
Balsamiq, InVision

Deliverables: 
Balsamiq files, clickable prototype in InVision

My Role:
Complete a competitive/comparative analysis of similar websites
Conduct user interviews
Synthesize interview data
Create a sitemap
Sketch new ideas
Create wireframes in Balsamiq
Conduct user testing and synthesize data
Create clickable prototype in InVision

Project Overview: 
The Old Bakery and Emporium is a historic building located in Downtown Austin. Their shop consists of unique and one-of-a-kind items created by local artists from Texas, but they have never offered their products online.

The goal of the project was to design a clickable prototype around an online shopping experience for The Old Bakery and Emporium, based on a sample cross-section of 100 products.

 

Research

Competitive / Comparative Analysis

 

The Old Bakery and Emporium has never had an e-commerce website, so one of the first things I wanted to do was explore other websites with similar product offerings to see where they were successful and where there were shortcomings. I chose to focus on Texas Crazy, Global Gifts, and Texas Trading Post. It became obvious that in order to improve over the competition, my site would need to include user reviews, a variety of shipping options, simple and effective designs, and be based on a logical infrastructure in order to navigate product categories.

 

User Interviews

 

I came up with 30 questions about online shopping to ask my participants. The questions focused on their shopping habits, what they enjoy most about shopping online, and what their frustrations were when it came to e-commerce websites.

I then interviewed 3 participants between the ages of 28 and 35.

After my user interviews were completed, I wrote down the findings on individual Post-Its, which were color-coded to each interviewee. I then grouped the Post-Its based on similar pain points, thoughts, or desires our users had.

Some of the trends I discovered through synthesizing my user interviews showed me that online shoppers:

  • Trust PayPal over other forms of payment

  • Really value user reviews and pictures

  • Like having the option of picking up items in-store after purchasing them online

  • Want the option of checking out without having to sign up for or sign into a user account

 

 

User Personas

Thanks to the findings of my user interviews, I felt confident in creating two user personas for the project. I would keep these personas in mind while designing the e-commerce site.

 
 
 
 

 

Features

Now that I really understood the users I was designing for, I came up with my list of features.

  • Have a clear way of locating specific products

  • Support a single page for each product which can be linked to directly

  • Steer customers toward popular products

  • Allow customers to contact the business

  • Allow customers to read and write reviews about products

 

Sitemap

 

After being supplied a sample of 100 products that the store sells, I came up with a sitemap to make sure the information architecture was efficient and easy for users to follow.


 

 

Sketches

Now that I knew what features I wanted to include and how to organize the products, I started sketching ideas for the website.


 

Wireframes

 

After feeling comfortable with my paper sketches, I then created wireframes in Balsamiq for all of the pages and features that I wanted to test.

 

Prototype

 

After all of the screens were in Balsamiq, I imported them into InVision to create a clickable prototype for user testing.

 

User Testing

 

Using the new clickable prototype in Invision, I performed usability tests.

I had 3 participants between the ages of 28 and 68.

Some of the scenarios I used during these tests had the users:

  • Locate a specific quilt to buy

  • Go through the checkout process as a new user

  • Add a review for a product

 

User Testing Findings

 

After conducting my user tests, some of my main takeaways included:

  • My initial user account screen did not display the information in an order that felt natural

  • I did not include enough filtering options for products

  • Users appreciated being able to see items on sale, but it could be made more obvious

 

 

Conclusion

I think I succeeded in creating an e-commerce experience that is both simple and effective, and prevents users from getting frustrated during the checkout process.

 
 

Want to talk to me about this project or any of my other work?