Case study summary:
Abbey's Bookshop
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TYPE
Concept project
DURATION
2-week sprint
TEAM
me, myself and I
METHOD
Business analysis, heuristic evaluation, user flow, competitive analysis, sketching, wireframing, prototyping and usability testing.
TOOLS
Pen & paper, Figma, Whimsical
MY ROLE
UX Designer
A critical part of the experience is the ease with which a customer can find and buy products.
Summary
Where we started
The objective is to align brick n mortar experience to e-commerce while maintaining the expectations of the customers and business expectations.
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The hypothesis
Based on the design hypothesis main pages of the website were sketched out for user feedback. Some key insights were to keep the site layout simple, highlight the loyalty program and simplify the checkout process.
Conducting research
Heuristic evaluation and user flow gave the following insights:
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Better navigation
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Visibility of relevant information
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Give customers control.
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Streamlined checkout process.
Proposed solution
The key recommendations for the website:
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Mobile responsive - enabling customers to search for the books on the go.
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Give customers control by search filters and bread crumbs.
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Hierarchy of information to communicate products
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Simplify the checkout process by reducing unnecessary steps
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visisbility of deals, membership, or loyalty program to encourage customers to come back
The problem
Purchasing a book online takes a long time due to the lack of search functions, uncommon categorisation, deals, and sign up requirements at checkout. There is an opportunity to make this process quicker and easier, thus improving customer satisfaction and sales.
Next steps
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Consider how all the relevant informstion for deal diver should be on homepage by looking at competitors.
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A deeper dive into the loyalty program and understand how it should be displayed and works.
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A look at how this site might work as a responsive mobile site and consider how each section would be broken down.
Prototype
Reflection
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Research is always valuable
Even when a project seems to be just about visual design, it isn't.Research is important at all stages.
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Always check in about the purpose
Don't make assumptions about how users will use your designs.
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Look at what's out there
Analysing the competitors will show you where the opportunities are.