Time Spent:11 Days
Team: 3 People
My Role: UX/UI Designer /Researcher
Overview
This project was a collaboration with Retro//vers, a phygital marketplace for pre-owned luxury goods with an embedded blockchain-secured authentication service, that protects customers and sellers against counterfeit sales.
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The challenge was to create a smooth user experience and participate in creating their MVP product.
We used the Design Thinking Process to discover and define the problems. We brainstormed some innovative ideas and tested them several times to find their strengths and weaknesses.
Stakeholder Interview
We created a stakeholder interview guide and planned a meeting with the stakeholders. During the interview, we uncovered the project's main goals and understood the stakeholders' aspirations.
THE FINAL DESIGN NEEDED TO BE:
Inovative
Reflets Authenticity
Have a Smooth User Flow
Clear Product Scanning Process
Secondary Research
The findings confirmed our assumptions that millennials are more interested in Metaverse and 3D assets and are willing to spend more on sustainable products. As Retro/VRS works to combat counterfeiting, we gathered some data related to counterfeiting.
Competitive Analysis
As the business was niche and there were no direct competitors to compare it to, we used a SWOT analysis to identify strengths, weaknesses, opportunities, and threats.
Heuristics Analysis
We needed to figure out what was wrong with the current design. Using heuristics analysis, we discovered that the app's vocabulary was confusing to consumers. Using unfamiliar words for users, such as blockchain and digital twin, makes trust challenging to establish. We decided to choose a more understandable language so that users could easily rely on the app.
Delving into user insight...
Qualitative Research
To get a deep understanding on users and uncover their needs, we developed an interview guide and conducted six interviews.
The key findings:
Accountability was an important factor to consider while purchasing luxury goods.
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It was critical for users to have smooth communication with sellers.
Buyers needed to see detailed images of a product before purchasing.
All of them bought luxury items once or twice a year.
They prefer to buy luxury items from recognized websites.
Quantitative Research
We also designed a Google Form survey with eleven questions to better understand the users’ perspectives. We received 75 responses.
We went further to understand the users...
The research's findings brought us to our primary user persona, Stylish Mike.
Meet Stylish Mike
Mike is really into fashion mostly luxury brands. He is eco-conscious, so he prefers to buy second-hand luxury items instead of new ones. He also has experience with selling his old items online.
Goals and Ambitions
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Makes money by selling his old products.
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Have a smoother selling experience.
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Purchasing counterfeited products.
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Feeling satisfied by a positive impact on the environment.
Frustrations
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Fear of being a victim of counterfeit.
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Spending too much time searching for what he wants.
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Not reliable pictures of products.
User Journey Map
We imagined Mike when he wanted to sell his old items and when he wanted to buy second-hand luxury goods and came up with two different user journey maps.
Mike's purchasing journey map:
How might we help Mike to better see the status of the product?
How might we help Mike find his favourite hoddie efficiently?
How might we help him to make sure that the product is original?
Mike's selling journey map:
How might we make the navigation more clear for Mike?
How might we guide Mike through the process?
How might we help Mike to have more control on the process?
Problem Statement
Pre-owned luxury product buyers and sellers need to find a more reliable and less time-consuming way to trade their products because current platforms don’t provide transparent and efficient processes regarding authentication, picture reliability, and communication. Leading the user to feel frustrated and hesitant to consume the sale.
It was time to go crazy...
We used the Crazy 8s method to turn our fresh ideas into sketches. We prioritize our ideas using the MOSCOW method.
MVP Statement
The goal of our app at the bare minimum is to help buyers and sellers of pre-owned luxury goods have a more efficient and reliable trading process. Sellers will be able to create and preview their own 3D models before submitting it for authentification. This will be done by following a guided and interactive scanning process.
Buyers will be provided with a digital twin as an authenticated certificate after purchasing, avoiding being counterfeited.
By providing these features, users will have full control and freedom to display reliable content as well as experiencing a less time-consuming and trustworthy trading process.
Concept Testing
We created low-fidelity wireframes and conducted some concept testing. Based on the gathered data we did some iterations.
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We decided to add a darker background to the scan button because the users reported they could not distinguish it from the main screen.
First, we had a separate page for comments, the"Community page". Users reported it as confusing and suggested we move the comments to the end of the "Product page", and we did so.
User Flow Buyer
User Flow Seller
Usability Testing
The mid-fidelity prototype had been made, and now it was time to assess the design's pros and cons. We performed some usability testing for that reason.
The gift box caused confusion for the users. We decided to remove it and instead showcase the Retro//VRS authentication process.
We replaced the "Opinions" button with the "Comments" button as it was confusing for the users.
We removed the menu bar from the "Cart" page to avoid users getting distracted from purchasing.