GoodMart is an app which allows the conscientious shopper to make responsible online shopping choices.
CASE STUDY DETAILS
INDUSTRY: ECOMMERCE
MY ROLE: UX RESEARCH & DESIGN, UI DESIGN
DURATION: 10 WEEKS
TYPE: ACADEMIC
TEAM: SOLO
DELIVERABLES:
• Prototype
• Design System
• Marketing Websites
TOOLS:
PEN & PAPER
Figma
Adobe Photoshop
Firefly ai
Procreate
Chat GPT
Google Forms
Google Sheets
Google Docs
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SUMMARY
PROBLEM
Younger users are dissatisfied with big ecommerce companies due to a misalignment of values.
SOLUTION
GoodMart: an app that allows users to quickly and easily shop for products which align with their values.
FILTERS
• filter by attributes like: recycled, fair labour, vegan, etc
• filter by distance to support local
INFORMATION
• understand where the product is from, how it was made, who made it & more
IMPACT EXPLAINED
• information on what impact different options have
Problem Statement
Younger consumers have become less satisfied with major ecommerce companies, reflecting a growing divergence in values.
WHY DID I CHOOSE THIS PROBLEM?
The other day, I was out in down-town Toronto. I remembered I needed to buy a grip. Looking around at all the shops, I had a feeling one of them would have what I needed. I tried a few shops, no luck. I looked on google maps for which store would have a grip, but that didn’t help. I didn’t have the time or patience to walk around to all the shops in my area and figure out which one actually sold it! I wished there were some way I could still buy from my area, and to avoid using a big ecommerce website...
THE PROBLEM WITH BIG ECOMMERCE
Read more on my process of selecting a problem space topic.
Research & Discovery
To verify that this is in-fact an issue and to gain a general understanding of why, I conducted secondary research by reading articles, survey results and studies.
SECONDARY RESEARCH
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43% of Gen Z & 37% of Millennials feel guilty for shopping with Amazon.
Further secondary research into the problem.
In order to understand the user's perspective & experience, as well as to check my own preconceived notions, I conducted primary research (interviews).
Primary Research
Explore the preparations I made for the interviews.
Conducting Interviews
6 Interviewees were selected, all were recorded with the Voice Memo app, and transcribed using firefly.ai.
Name: Simran
Age: 25
score: 3/5
Name: Jack
Age: 31
score: 5/5
Name: Vivian
Age: 32
score: 4/5
Name: Alexe
Age: 29
score: 4/5
Name: VIictoria
Age: 25
score: 3/5
Name: Adam
Age: 30
score: 4/5
and yet I feels like there’s just like a smoke screen about what’s happening behind the scenes. And I’m
that much money. I don't really know a lot about potentially how it's manufactured, where it comes from, like what the different steps are to get it to my doorstep. And then I think about
small thing, it gets to me tomorrow. okay, this is awesome. I go online, I can buy one small thing, it gets to me tomorrow. But then I think about, okay, what's happening in the background to make that possible?
Synthesis
Read about my process synthesizing the interviews.
Interviews Key Theme
TRANSPARENT ACCESS
• clear & easy to find information
• access to information reflecting user values
• what products & sellers are there?
• what are all the details about the product & sellers?
• clear & easy to find information
• access to information reflecting user values
• what products & sellers are there?
• what are all the details about the product & sellers?
transparent access explained
Despite the existence of appealing responsible products, people still opt for big ecomm platforms, even though the experience often leaves them dissatisfied.
The reason behind this choice is the sheer convenience offered by big ecomm platforms. They provide quick searchability, a wide range of options, online tools, varying price points and quick delivery when needed. However, dissatisfaction arises due to the lack of transparency and responsibility exhibited by these big ecommerce companies.
If we can address this issue and find a solution that offers transparent access to responsible products and sellers, it will lead to increased satisfaction among consumers.
With the key theme identified, I was able to refine my "How Might We" question.
The reason behind this choice is the sheer convenience offered by big ecomm platforms. They provide quick searchability, a wide range of options, online tools, varying price points and quick delivery when needed. However, dissatisfaction arises due to the lack of transparency and responsibility exhibited by these big ecommerce companies.
If we can address this issue and find a solution that offers transparent access to responsible products and sellers, it will lead to increased satisfaction among consumers.
With the key theme identified, I was able to refine my "How Might We" question.
transparent access explained
Monopoly & difficulty accessing alternatives leads to continued use of big ecommerce
Difficulty in finding accessible responsible products
Visible actions & Transparency lead to trust
Wants MORE info about back end (sourcing, manufacturing, practises, labour, delivery, carbon footprint)
Refined hmwq
How might we provide conscientious North American shoppers ages 20-35 with transparent access to responsible shopping in order to enable them to shop with confidence?
Definition
PERSONA
Brandon moore
32 | Engaged | Toronto
Film Prop Master
“I really care about the world, so I want to shop in a responsible way, but it’s so difficult! It takes too long to find something that checks all the boxes, so I usually just end up with big ecom which makes me feel uneasy.”
BIO
Brandon works for a production company based downtown Toronto. He loves to make things with his hands, and crafts small metalwork objects as a hobby in his spare time. A product’s make and quality is something he values. Like most of his friends, he tries to be a conscientious consumer, however because of his work, and busy lifestyle he frequently resorts to big e-com sites to fulfill his material needs. He always feels bad about this because large ecom always seems to give him a feeling of a “smoke screen” and lack of transparency. He would love to shop more environmentally and socially responsible, however finds it difficult to access these companies and products. Due to a lack of time and money, he resorts to a more accessible option: big e-com.
pain points
• struggles to find accessible alternatives to big e-com
• struggles finding information regarding responsibility when shopping online
• difficulty locating responsible shops that have what he needs
• struggles to access information regarding responsibility on big ecomm sites
• struggles with interface of smaller brands on mobile
• struggles finding information regarding responsibility when shopping online
• difficulty locating responsible shops that have what he needs
• struggles to access information regarding responsibility on big ecomm sites
• struggles with interface of smaller brands on mobile
behaviours
• spends free time on social media
• shops with big e-com out of ease of accessibility
• feels guilty shopping with big e-com
• avoids spending too long searching for products online
• shops through targeted ads sometimes
• believes big e-com monopolies are responsible for his shopping difficulties
• shops with big e-com out of ease of accessibility
• feels guilty shopping with big e-com
• avoids spending too long searching for products online
• shops through targeted ads sometimes
• believes big e-com monopolies are responsible for his shopping difficulties
goals
• wants to buy responsible products
• wants to search and locate product’s responsibility info easily
• wants to know where his products are coming from, and how they get to him
• wants to support companies that are ethical
• wants to search and locate product’s responsibility info easily
• wants to know where his products are coming from, and how they get to him
• wants to support companies that are ethical
motivations
• wants to take responsibility for his impact on the world
• cares about the environment
• cares about social causes and humanity as a whole
• wants things to be easy
• cares about the environment
• cares about social causes and humanity as a whole
• wants things to be easy
What experience is Brandon currently having, given his behaviours, motivations, goals and pain-points?
Experience map
Opportunity Focus
The search stage is most relevant to my problem statement: "Allow Brandon to search for products in a more accessible & transparent way."
The search stage is most relevant to my problem statement: "Allow Brandon to search for products in a more accessible & transparent way."
Ideation
USER STORIES & EPICS
The above experience map reflects Brandon's current journey. Now, when envisioning the potential of an app offering Transparent Access, what are the actions and desired outcomes the persona and identified users experience?
User 1: CONSIENTIOUS SHOPPER
The main user & focus is a Conscientious Shopper, like Brandon.
User 2: RESPONSIBLE SELLER
The secondary user was revealed during the creation of user stories, however they are not the focus of this design.
Find out about my process developing multiple user stories & epics here.
KEY EPIC: Purchase Responsibly
Using the above key Epic and stories, I was able to identify the task the user is trying to accomplish as well as the requisite subtasks needed in order to complete that task.
Task
Searching for & seeing information on items to make a purchase
Subtasks
search > browse > select > read > add to cart > purchase
TASK FLOW DIAGRAM
The subtasks are used to create the main task flow diagram where the user "Conscientious Shopper" is purchasing an iPad Case.
The task flow of purchasing a product already exists in many formats; however, Brandon is seeking Transparent Access, which means that each step of the buying process must naturally include features that prioritize transparency.
UI & COMMON MENTAL MODELS INSPIRATION
What is Brandon used to seeing when shopping from his phone?
In order to ensure a smooth flow for the user, research was conducted into the most commonly used e-com applications to discover the layout and structure of elements. Visual research for user interface inspiration was conducted as well.
Sketching
Exploratory Sketches for each step of the task flow.
Home
Search Results
Filters
Product screen
Checkout
After ideating multiple options for each screen, I selected the best as solution sketches to become wireframes.
Prototypes & Testing
Prototype 1
Turning solution sketches into Lo-Fi wireframes.
Home
Search Results
Filters
Product screen
Cart
Checkout
Usability testing
Planning
Usability testing was conducted with the aim to gather feedback and insights from real users, enabling me to create a more user-centered and effective experience by identifying and addressing usability issues.
Read about my process developing a usability testing plan here.
PARTICIPANT Criteria
A form was sent out in order to capture the correct interview participants.
Between ages 20-35
Uses big ecomm sites (eg. amazon, taobao, alibaba)
Indicates at least 3/5 on survey scale of “feels concerned about shopping with large ecomm because of social, ethical, sustainable or other concerns”
Name: Samreen
Age: 25
Shop Online: yes
Name: sean
Age: 27
Shop Online: yes
Name: Vivian
Age: 32
Shop Online: yes
Name: Triman
Age: 24
Shop Online: yes
Name: Raluca
Age: 34
Shop Online: yes
usability testing, Prototype 1: Results
Quantitative feedback: The outcomes of each user test are compiled to provide a clear overview on which steps in the app's task flow require revision.
Prototype 1 had a 92% usability success rate.
design prioritization matrix
Qualitative feedback: Throughout the user testing, users are ask to speak their mind and opinions on each page and section of the app. This provides useful qualitative feedback that can also have an effect the app's usability. This information is prioritized by effort to fix, and value to user. View all test results here. Read executive summary & test results overview here.
Prototype 2
The feedback from usability testing for prototype 1 is implemented to create prototype 2.
Home
Search Results
Filters
Product screen
Cart
Checkout
This process was repeated: read about User Testing for Prototype 2 here.
Prototype 3
The feedback from usability testing for prototype 2 is implemented to create prototype 3.
Home
Search & filter
Product screen & cart
Checkout
Solution
App features
Filters that meet your values
After the user searches for a product, they are able to filter and sort by 'good' attributes. This enables them to find the products that align with their values.
All the Details
Information on product certifications, packaging, origins and more, are all visible from the product page. This allows the user to feel confident when adding to cart.
Understanding Impact
At the shipping stage, the user is able to see how each option will impact staff, packaging, and an estimated carbon output.
Looking ahead
Marketing Website
For the 'launch' of GoodMart, I chose a marketing website design (following A/B testing) that effectively communicatesthe app's advantages, functionalities, and features to potential users. This design was crafted for both mobile anddesktop platforms.
Potential Impact
In an ideal scenario, this app utilizes technology to bridge the values of conscientious shoppers with their material needs. It empowers individuals to shop with the same convenience and speed they are accustomed to while instilling confidence in their purchases through the app's clarity and transparency. Raising the standard for other ecommerce companies, while providing consumers the knowledge that convenience does not need to mean compromising on your values. Looking forward, this app has the potential to function as a supportive network for smaller shop owners and ethical or sustainable brands. By harnessing the strength of collective numbers, it can provide them with the influence and resources that might otherwise be beyond their reach.
