Overview
Gomart is an E-commerce website that allows users to buy anything online at a cheap and discounted price, and also track the delivery of the product being purchased.
Role - Product Designer
Product Strategy, User Research, Interaction Design, Visual Design, Prototyping & Testing, Pitching
Introduction
This study outlines the process and key considerations I made to improve the user experience (UX) of an e-commerce app. The goal of this project was to create a user-centric design that simplifies the shopping experience, allow tracking of products, and increase overall conversion rates. This study highlights the research, analysis, design, and testing phases to a successful ux design.
My UX Design Process
Research
Here I will walk you through all the research methods involved in the project.
Analysis & Insight
This section focuses on all the insights gotten from analysing the results of the research.
Design & Prototyping
Here we created the wireframes and the prototypes of the mobile app.
Testing & Iteration
We then proceed to testing. We analysed users interaction by asking users to experience the app and give feedback using a survey.
Research
The first step was to conduct user interviews to determine the experience users have with e-commerce apps. This was achieved by using surveys to understand the pain points, expectations, and preferences of potential users.
The Survey
The survey was carried out using google forms. Some questions were designed and then sent to tech savvy individuals who would have an experience using a shopping app. The responses were positive and alligned with our goals.
Responses & Feedbacks
We asked responders if they have ever used an online shopping app before, and we observed that 80% of them have actually used a shopping app before.
We also asked them to rate their experiences using an online shopping app. Most responders claimed that they’ve had a fair experience so far. This shows that there’s significant room for improvements.
We also wanted to know if they’ve experienced the order tracking feature before. Only 20% came out as yes, meaning many haven’t experienced an order tracking feature in an online shopping app before.
We wanted to know if the order tracking system was important to them, and if it will be a good idea to add such feature to the shopping app. From the responses we got, we are positive it will be a useful feature.
Analysis & Insights
We then analyed the data gotten from the research conducted and we identified some common painpoints of responders/users. We then proceeded to create some user personas to help us understand the solution to be developed, and we described what a successful experience of our app should look like by crafting a customer journey map.
User Pain Points
Needs
Users needs to be able to purchase goods online without hassle.
Order Failure
From the survey, most responders complained that they experience order failure when purchasing a good online.
Charges
Users also complained about the exorbitant delivery charges they get when ordering online.
Services
Services for current delivery apps a fair but could be made better.
User Interface
Users also had challenges with the complex user interface of most delivery apps.
Competitive Analysis
We identified a popular competitor offering the same solution, and we analyzed them using the SWOT analysis to measure their strength, weakness, opportunities, and the threats they might be facing.
SWOT Analysis
Strength
Jumia is one of the top leading e-commerce platforms in Nigeria. It’s strength comes from the fact that it is widely known and has more reach than any other e-commerce platforms in Nigeria.
Weakness
It’s weakness is that there is little or no time for innovations, as they cannot afford to be makingcomplex changes to their interface so they do not disrupt the way users experience their platform.
Opportunities
Jumia being one of the leading platforms with more reach and delivery resources, can afford to integrate an order tracking system with little or no challenges.
Threats
The major threats they face is that they do not have the time and the capacity to innovate. So this is a big issue given that more better e-commerce platforms are arising.
User Personas
We identified a popular competitor offering the same solution, and we analyzed them using the SWOT analysis to measure their strength, weakness, opportunities, and the threats they might be facing.
Persona One - Joshua John
Details
Age: 32
Nationality: Nigerian
Education: B. Sc Education
Occupation: Teacher
Bio
Joshua is a customer relation officer in a top bank in Nigeria. When he’s not at work, he likes to keep up with latest fashion trends.
Needs
Joshua needs a simple and easy to navigate shopping app.
Frustration
One major frustration Joshua faces is that most shopping app he uses aren’t easy to navigate.
Persona Two - Shade Richards
Details
Age: 27
Nationality: Nigerian
Education: B. Sc Computer Science
Occupation: Virtual Assistant
Bio
Shade is a virtual assistant with one of the top leading multinational tech companies. She enjoys shopping on her off days.
Needs
Shade is always busy with her work, she needs a platform where she will be able to pick a product of her choice and order it.
Frustration
Shade isn’t a newbie when it comes to shopping apps, one of her major frustration is not being able to track her delivery.
User Journey Map
Designing & Prototyping
We created simple easy to understand wireframes. We prioritized the customers experience and opted for designs that won’t overwhelm users we they are using the platform for the first time.
The Home Page
We decided to prioritize the experience of the users and one of the key consideration is to simplify the ordering process as much as possible. From the homepage you can easily search a product you’re looking for, add it to cart, and then proceed to checkout without any hassle.
Authentication Screens
Ordering A Product
We simplified the ordering process and made sure the checkout happens faster and in fewer steps than usual.
Making Payment
Users have various methods of paying for their orders. We do not necessarily have to restrict payment to one method. Users only need to select whichever one is convenient for them.
Accessibility Consideration
Accessibility was considered for users with visual impairment by using bold and eligible texts and also we avoided using contrasting colors and only relaxing color were used to increase the user experience of the application.
Testing & Iteration
We created simple easy to understand wireframes. We prioritized the customers experience and opted for designs that won’t overwhelm users we they are using the platform for the first time.
User Testing
Usability testing was conducted with a diverse set of users to evaluate the app’s navigation, findability, and overall user experience. The prototype was sent out to some target audience to experience. Valuable insights were gathered, guiding refinement of the design and interaction patterns.
Iterative Design
The feedback collected from use testing was carefully analyzed, and necessary modifications were made to address identified issues and optimize the user experience. The iterative design cycles were repeated, ensuring continuous improvement based on the feedback gotten from users, until a much more desirable experience and usability was achieved.
Key Takeaways
Products Impact This app really helps users track their orders easily which emphasizes the main idea why the app was designed in the first place.
One quote from peer feedback:
“The app made it so easy and fun to order and track my orders! I would definitely use this app as a go-to app for ordering my needed products.”
Lesson Learnt
This detailed UX case study demonstrates how user-centric design processes, starting from comprehensive user research to iterative design and testing, can significantly improve the user experience of an e-commerce app. By understanding user needs and pain points, optimizing navigation and information architecture, refining the visual design, and continuously iterating based on user feedback, conversion rates can be increased, ultimately leading to a successful product.
Style Guide
Let's Connect
Thank you for all your support throughout the course of this project! If you would like to work with me, or collaborate with me, please reach out to me via the following
Seyiajibona002@gmail.com
Phone
+234 8024628728
Address
Lagos, Nigeria.