The main Challenge
The main challenge was to increase the conversion rate and the traffic on their website. At first, users couldn’t recognize the app as an e-commerce shopping portal and they confused the product with an online magazine for food recipe.
The Design process includes:
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Competitor analysis
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User Research
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User Personas
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User Journey Map and Wireflows
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Low fidelity Wireframes and prototyping
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Creating Style Guide
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Mock-up and prototyping
I was the only designer for this project and I joined the team as a freelancer for 3 months to not only help them to define the MVP and the Product Vision but also remove the pain-points and solving usability problems and create a new interface and Style Guide for them.
Key Goal
The UX Approach
The goal was defining the MVP for the client and optimising the AARRR Metrics for them. To do so I have done User Research and Business Analysis for the client.
As the app was overloaded with information about available products, product categories and their sub-categories and other additional information about the application, it was very crucial to make sure that the target users are able to navigate the site easily, smoothly, and without frustration.
It was important for the users to quickly identify how to find their desired product, how to add an item to the basket, and how to proceed to the check out.
Deliverables
1. MVP
2. Persona
3. Customer Journey Map
4. Site Map
5. Wireframs and Prototyping
6. Mobile first screen
7. Mockup
8. Interactive Design
The UX Impact
Understanding the Users
I conducted a surveys and user interviews to define the personas and created customer journey map to understand the users. After creating wireframes, I conducted user-testing with paper wireframes and did paper prototyping to monitor the user flow and find the pain points in early stages of the design. Later after the early iterations, I repeated the user testing with high fidelity prototype.
Identified key user segments that will allow to meet the business goal and Responsive Design.
Since the target users are using all the 3 devices pretty equally and quite often and considering the fact that the share of online search for Food and Beverages on a mobile device is 72%, keeping GWI consist across all the devices to suit user's need and the business goal was imperative. Therefore, a responsive design solution was suggested in favor of users to have access to the product.