Time Spent:8 Days
Team: 3 People
My Role: UX Designer /Researcher
Introduction
For this project, we were asked to design a responsive website for a local business or a professional. The company that we worked with was Bohmy, a French company that specializes in baby products. As the first step, we wanted to know more about the stakeholder's goals for the project. So, we prepared a stakeholder interview guide and organized an online meeting with the stakeholder to find a clear direction for the project. Laure's target market was higher-earning metropolitans living in cold climates who seek niche sustainable products with high quality. We came to know that 88% of online purchases were done by mobile phones. Most purchases were made as gifts, we discovered. Laura informed us that her customers were dissatisfied with the website’s speed.
Stakeholder Interview
SWOT Analysis
In the next step, we were supposed to do a competitive analysis. However, as the business was niche and there were no direct competitors to compare it to, we conducted a SWOT analysis to identify strengths, weaknesses, opportunities, and threats.
User Interview
After discovering the business goals, we conducted some interviews with potential users to find out their needs and pain points. We interviewed five people aged between 25 to 49 who shop online on a regular basis. We found some common patterns among the users. Sustainability and quality of baby products were essential factors for all the users. We also asked them to try purchasing a product from the existing website. They complained that the website was difficult to use and ran slowly. They also informed us that several pages were not available in English, making interaction difficult for them.
Affinity Diagarm
We used the Affinity diagram to cluster our findings and decided on the most important key points to focus on in the project:
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Improving first impressions of the website
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Focusing on sustainability as it was an essential value for the stakeholder
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Providing consistency in language
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Making purchasing an easier experience
User Persona
Marianne works as an interior designer which takes up a lot of her time. At the weekends she likes to get out and about with her young baby.
Goals and Ambitions
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Purchase reliable and durable products online
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Obtain important information at a glance Purchase sustainable and ethically made products that last.
Frustrations
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Purchase reliable and durable products online
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Obtain important information at a glance Purchase sustainable and ethically made products that last.
User Journey Map
The user journey map helped us understand Marianne's main pain points and needs. We discovered the dark spots where we could shine as UX designers and improve her experience.
Problem Statement
Our research brought us to the following problem statement:
Working parents interested in upmarket fashion need to find a way to browse and purchase the right niche products for their baby because they lose time with complicated navigations and their attention is often required elsewhere.
Ideation
It was time to generate new ideas and find our priority to work on. To reach these goals, we used the Crazy 8s method and the MOSCOW method to improve and rank our ideas by importance. Our must-have features included language options to make it more accessible to a broader range of customers and distinct sections on the homepage to offer different types of information to avoid dumping a lot of information on that page.
User Flow
There you can find the user path that a user can take to complete purchasing a product on the Bohmy website:
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Low-Fidelity Wireframes
We created a prototype with low-fi wireframes and conducted some concept testing.
Concept Testing
After presenting the prototype to the users, we understood that they were confused about where to find the shop button on the main page. Based on this finding, as you can see in the picture, we placed the shop button at the top of the main page.
We also found that users were confused about whether the “Add to basket” button on the product page was a button. So, we changed the button to make it more consistent with other buttons in the app.
Mid-fidelity Wireframes
Brand Attributes & Moodboard
We defined our brand attributes as fashionable, sustainable, reliable, cosy, and caring.
Afterward, we looked for pictures that could convey the idea and put them next to each other to create our mood board.
Style Tile
After making the mood board, it was time to design the style tile. The pictures we chose for the mood board served as the inspiration for our color scheme. We used Poppins font as it is friendly.
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Hi-fidelity Prototype
Responsive Pages
Conclusion
This amazing project challenged and taught us a lot. It was our first experience with a real stakeholder where we learned how to mange an interview with a stakeholder and find the direction of the project. We understood how to balance user needs and stakeholder aspirations. I am really thrilled to build upon all the valuable takeaways from this project in my future tasks.