UX Research
UX Design
Walkers Supermarket is a new online store that specialises in Afro-Caribbean food items not commonly found in London. The business owner approached my team with the goal of designing a user-centred and accessible website that provides a seamless shopping experience for their customers. We were tasked with creating an inclusive, robust, and convenient platform that caters to both existing and potential customers, with a particular focus on those who have limited experience in the online shopping world.
The business priority is to launch a desktop website.
Reduce the bounce rate of the current live website.
Create a solid structure for the information architecture of the website.
New brand makeover for the online store.
As a team of 4 UX designers and UX researchers we conducted 8 user interviews (4 non current shoppers of the business and 4 provided by the client who are existing or potential users). I interviewed 2 users spending 45 mins per interview.
During the initial stages of the project, we encountered miscommunication as we discussed the number of user interviews we planned to conduct. As a team of four designers, we had the capacity to interview a minimum of 12 users, which could have provided us with more insights and strengthened our research findings. However, due to concerns about the project scope and time management, the majority of the team decided to limit the number of interviews. We aligned with this decision to keep the project on track.
This persona was generated based on a deep understanding of our target users' needs, preferences, and behaviours. We collaborated together to identify Sarah`s habits and preferences. collaboratively by the whole team. This process helped us to better understand and empathise with Sarah's lifestyle and problems.
Team`s persona exercise
Sarah needs to efficiently find the items she wants to buy online so that she can cook specialty and non-specialty dishes at home.
We conducted the design studio exercise with our client, Ketema, to involve her in the process and get her live feedback on our design ideas.
The exercise lasted 90 minutes during which the team sketched crazy 8s individually and gave feedback for 2 rounds of iterations.
As a result, we identified key areas to explore when asking questions of "How might we help Sarah find cultural foods quickly?"
I was seeking a solution for categories layout and accessibility.
This categories placement should allow the user to find the most categories the user buys. The placement of the “Festive food” section should allow the user to view relevant products per season.
This sketch focuses on the particular product being promoted by the business and the opportunity to share the item.
This design illustrates a simplistic approach to promotion display. This idea is intended for the uncluttered product proposition for the customer.
This design promotes the delivery postcode checker to eliminate the time wastage for the user if the business is unable to deliver to the client yet. And also, to collect the postcode requests to collate the information for future expansion of delivery radius.
This illustration promotes the product listing page to allow the user to view the basket total during the shopping experience. The purpose of this design is to enhance the shopping experience for the customer.
Another variation of the product page allowing the user to look at related items next to the main product.
Information architecture of product (conduct the card sort usability testing).
Promotions and categories sections are prominent features.
The structure of global navigation is essential to reflect the user research findings.
Users need a quick and prominent postcode delivery check.
During our user research analysis, we identified that the category structure was critical for users when navigating through the website to purchase groceries. As a result, I suggested to my team to test the information structure of the homepage, and what users wanted to see, along with the card sorting for categories. While my team members initially expressed concern about the additional work, we decided to test the low fidelity to see what users would prefer for each section on our wireframe.
The layout is simple enough and this is what users wanted with some originality amongst competitors
The home button in the global navigation confused users who thought that was a shop button.
Homepage promotions sections should be more prominent in final designs.
40% users identified this button as a CTA to shop
80% users interviewed clicked on this CTA to check the delivery to their area.
Users were confused what this section indicates. Thus country offerings were not clear.
This section was perceived to be the promotion block for new products or to check the delivery areas.
100% users identified this sections and started the shopping journey via categories browsing.
Users could not connect this section with the similar design structure from the homepage.
100% users found that adding to favourites was essential to their shopping experience.
During our user research evaluation, we found that information architecture for products would be a crucial aspect of our project.
I took charge of this part of the project as I wanted to gain more experience in organising products and creating different information blocks.
So, during the first round of usability tests, I strategically selected users who were familiar with the products of Walkers Supermarket and those who were new to the product. I wanted to see both perspectives to guide me in how I should structure the products.
Anna was a part of a team of 4 who worked on the UX/UI design for my online supermarket. I can not express how happy I was with the work that they did. Anna conducted customer research which included interviewing potential customers and I received great feedback regarding her interview skills and how comfortable she made them feel. Anna really helped me to understand the progress and she really managed my expectation regarding the project. I would definitely work with Anna again and would happily recommend her.
