Bikery.
Overview
Our project goal was to design an ecommerce store that aggregates multiple retail stores into one online experience. Challenges are to increase sales of the shops and create a customized experience for shoppers.
My Role
This was a school project at Red Academy. I was a UX Designer on a team of 2 and we created this project over the course of 4 weeks. I was involved in the research and planning part and mainly in charge of wireframing, designing and creating the prototype.
Problem
Too many stores in Main Street that are not involved with the technological world. So, we decided to focus on bike stores and give our best to make a project that can show that it is possible to integrate all kinds of products in the digital world. However, main problem was that people actually prefer to shop in store because they can test the bike, feel it and they can get all the help they needed. So, we started our research.
Market Research
At first, we choosed bike stores in Main street (West Point Cycles, Kissing Crows, Pedal Society) and we analysed each store. We found some differences between them, but we tried to unify the service that these stores have in common to offer through our e-commerce store.
User Interviews
After learning about the market, we identified users and went on a field research to interview them. Our goal was to identify the process, pain points of shopping bikes and also why people prefer in store instead of just buying online. We found out that people mostly act based on referrals. Also, the reason behind in store shopping is to get as much as help they needed. So, these are the things we have to consider later in our process.
Survey
We also created a survey to learn about our users, understand their needs and preferances. We identified the following:
- Our target audience is people from 25 to 31 years old.
- Preferred type of bikes are the mountain and hybrid bikes.
- Users care about material, price and recommendations when they shopping for bikes.
- They mostly go to the store.
- Helmets and locks are the most selling accessories.
Planning
After getting all those information, we created an affinity diagram to gather all data together which helped us categorize similar informations and organize. Based on our research, we created a persona to target our decisions accordingly. Jack a Graphic Designer in his late twenties, as an eco-friendly and sporty person He likes to ride his bike daily to go to the work. His principal goals is to get healthier and avoid the pollution. Also, we designed user flows. This takes us through the base case journey of Jack navigating through the website, from finish to end. Jack is trying to purchase a bike.
User Journey Map
In this process, you can see what user experiences during the six stages that he has to go through when he is trying to buy a bike. This is done to help us understand what Jack feels in each part of the process.
Information Architecture
Before we started our design process, we created an IA to layout the site clearly and organize the nagivation by identifying what is most important.
Design
After we gather everything together, we started designing. Our idea is to design a clean, minimal and usable website.
Wireframes
First, we did Lo-Fi wireframes. We put the logo on the top left side arranged the menu based on our research and put the most wanted bikes in order. We used filters bar on the left side, easily accessible. We tried to maintain consistency throughout our wireframes. After sketching all the necessary pages, we designed mid-fi screens. Also, we created a prototype and tested.
User Testing
As part of the testing, we defined a task “Buy a new hybrid bike with 5 stars of review”.
It’s difficult to understand where you have to click to apply the filter and to choose the payment method, because in the website you show a checkbox and the tittle, so it’s confusing i don’t know if i should click the checkbox or just the tittle.
As a solution to this, we made it clickable both the checkbox and the tittle.
Conclusion
Throughout the project, we’ve encountered couple of problems but with the right research and planning we managed to move forward. At the end, I’ve learned how to conduct interviews properly and also implement our design decisions based on our research. I believe this project helped me to improve my research skills as well as presentation skills.
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