Designing a sustainable solution for online commerce.
Duration:
3 months
Industry:
eCommerce
Platforms:
Mobile
Areas:
Research, UX, UI
Background & Challenges
Client’s Goal: Introduce a sustainable marketplace.
Client’s Needs: Understand target audience, define information architecture, and create a tangible concept for funding.
Project Objective: Secure funding for product development.
Problem Statement
How can we design a user-centric shopping experience that meets the demand for sustainable shopping practices and aligns with user needs?
User Research & Pain Points
I joined the project after the initial discovery interviews with users had concluded. We had data for two distinct personas: one for an individual consumer and the other for a small to medium business (SMB) owner.
I was tasked with leading the designs for the SMB persona, while a colleague took on the consumer persona. I started by analyzing the data we had about the SMB owners and created a persona and user journey from it.
Pain Point Identification
At this stage, I had compiled the pain points and user needs extracted from the user interview data.
These included:
Difficulty measuring their carbon impact
The challenging and time consuming process of creating carbon emissions savings reports
Difficulty updating their carbon emissions and sticking to their sustainability goals
Difficulty marketing themselves to and their sustainable products to their customers
Information Architecture
Using the customer’s user journey and the main features defined by the product manager, I created high-level user flows and a sitemap to plan the user’s navigation from one screen to another, determining which features would be included on each screen.
Low-Fidelity Wireframes
I proceeded with the process by designing low-fidelity wireframes which encompassed six primary features. These features included an onboarding questionnaire, the main dashboard, marketplace management, marketing campaign management, business profile, and a continuous monitoring questionnaire.
High-Fidelity Wireframing
For the process of creating high-fidelity wireframes, we leveraged the client’s design system to help convert the screens into high-fidelity wireframes.
Outcomes
Presented high-fidelity prototypes to project leadership.
Secured funding to begin development of the product.
Lessons Learned
Collaborate closely with your PO to understand the diverse features of an application. Initially, designing screens independently led to redesigns.
When collaborating with another designer, maintain close communication and understand their work to create a seamless user experience.
