TYPE
Client project
TEAM
Neelam Shukla, Lindsey Ting and Jenny Shao
DURATION
3 week sprint
METHODS
Business analysis, heuristic evaluation, user interviews, competitive analysis, user flow, journey map, service design blueprint, sketching, wireframing, prototyping and usability testing.
TOOLS
Pen & paper, Figma, Canva, Whimsical, Miro and Mural
ROLE
UX Designer
Redesigning the MVP for a seamless experience for the customers.
ShopAssist
Case study summary :
Summary
Where we started
The company is running an MVP product and would like to conduct usability testing and analyse its current offering to understand how it can improve its services.
The hypothesis
Design the landing page informative showing partners information, Personal shoppers service pricing, about the company and common asked questions on the landing page.
Conductig research
After heuristic evaluation and user interviews, we found the following insights :
1. Lack of brand awareness.
2. Personal shopper - premium service with the heavy price tag
3. In-store - user wants the same experience online
4. Target users identified as busy mums with kids and tech-savvy people.
Proposed solutions
The Key recommendations for the website
-
Product descritpions
-
Give customer the control by search filters and bread crumb
-
Check out as a guest allowed.
-
Brand awareness.
The problem
No awareness of the company's brand and confused about their USP - "multiple local shops' and "personal shopper'.
Next steps
Actions for immediate implementation
-
More usability testing
-
Rebrand personal shopper to Shop Assistant
-
A landing page which advertises SA as an affordable and personalised Shop Assistance service
-
Confirmation email which confirms purchases
-
A sign up feature at the end of the purchase flow
Prototype
Involving the client is important during the design process.This led to more buy-in to our designs, and made sure there were no surprises for the client at the end of the project.
Reflection
Being open-minded with the team and creating a collaborative space where everyone can voice their thoughts, led to a solution that we could all be proud of.
It was a great learning expereince with a team with different communication and working styles. With different individuals with in a team comes many great ideas.