Key Information
A client project
Role Responsibility
Tools Used
Research Plan
Interview Scripts
Conducting User Interview
Data Collection & Analysis
Affinity Mapping
User Journey Map
Figma
Miro
Google Document
The Problem Space
The challenge the business has been experiencing is low online conversion rates from the website, even with the use of social media advertisements
Pom and Chi is a pet boutique created by Julie Angeletti in 2020. It offers sustainable products such as beds, toys, and clothing designed for smaller dogs and treats for dogs in general. The brand specializes in pet items with timeless designs that are locally handmade in small batches by workers paid a living wage using plant-based and eco-friendly materials.
The Goal
How might we effectively integrate design elements to enhance user engagement and elevate their overall website experience?
The Research Plan
Competitors Analysis
I decided to start by analyzing the competitors. It is really useful to find out how our company differs from its closest competitors, as well as to find out how they present their product. This gave me and my team valuable insights into potential areas for improvement
Empathize - Client
My team's primary objectives were to learn more about the company's positioning within the community and its strategies for enticing prospective buyers to choose it. From a design standpoint, I wanted to know if my team and I could access the production footage.
From the interview, I was able to outline the client's primary goal, which is to expand into new markets. However, she has financial constraints and potential design limitations with her website, which is currently built on the Shopify platform
Identify Possible Problems
(Consistency issue)
As the user scrolls through the product list, they initially see a merchandise item priced at $69 CAD. However, upon clicking on the product, they encounter a substantial price increase to $119 CAD on the product page
(System status issue)
Any discounts applied to their products remain concealed until the user reaches the checkout
(User Control issue)
When a user wants to check sizing guidelines, the option will open them to the new tab
Other Problems
From the interview with the client, I learned that many customers do not see value in the product (price - materials)
Empathize - User
I interviewed 10 people who fell into the target users' category—those who own a small dog or tend to purchase luxury items for their pets. While I was going with the script, I was eager to learn more about their unique habits. I would then use this information to evaluate how it affected their actions and experience using the site. To get a better idea about their thought process, I used the think-aloud technique.
Task Questions
Can you walk me through the process of finding and selecting a treat product on the website?
Please start from the homepage and describe the steps you take to reach the product page.
Along the way, please also let me know what information or features you are looking for on the website to help you make your selection.
Finally, please tell me which product you ultimately decide to purchase and why.
Data Analysis
Using Miro, I created participants' profiles containing their ages and unique facts about their dogs. Then I organized all the interview quotes into three distinct categories such as positive, negative and surprising. This analysis revealed that the majority of users' pain points could be categorized into these three groups:
Making these problem categories with users' quotes really helped me recall their emotions and thoughts later. I used this valuable insight to develop a user journey. The visuals of the line correspond to their emotional peaks (indicating enthusiasm for making a purchase) and valleys (reflecting decision-making contemplation)
Proposed Solution
Transparency helps build trust
It is vital to be clear and transparent about the origin of materials and production. Users should be able to quickly locate answers to their questions about sustainability on the website
Provide guidance at the right place
Offering timely explanatory guidance can help users to make informative decisions. It provides users with clear expectations of product specification
Facilitate the user's shopping experience
Creating clear and familiar experiences encourages the exploration of content. Users need to be confident about how much they pay and for what, with information remaining consistent between the pages
Key Solution Elements
Due to the lack of information architecture, users are not provided with sufficient details to make informed decisions, leading to a lack of trust and reliance on assumptions. This is resulting in a poor user experience and reduced customer satisfaction.
12-Grid System & Pop-Up
This system of Shopify divides the screen into more segments, which creates space for more editorial content.
The pop-up window helps the user view products without hopping back and forth.
The pop-up window helps the user view products without hopping back and forth.
Product Overview
It provides the opportunity to show close-ups of seams, process videos, and better explanations of sustainability, which can mean different things to different people.
Icons
Help the user understand complex terms. For instance, what does “upcycle fabrics” mean to the company and to the user
Toggle Option
Creates space as the necessary information only appears when toggled to
Same Page Size Guide
A pop window that slides into the page. This saves the user from having to scroll and dig for essential information
