Client: Fictional project brief
Project type: Website prototype
Team members: Hybrid solo/group
Duration: 2.5 weeks
Tasked to design a website prototype for an online bookstore.
My role in this project consisted of 50% group work (research and problem definition) and 50% solo work (ideation, design, testing, and prototyping).
- Interviewed users
- Affinity mapping
- Defined the problem statement
- Defined the hypothesis
- Created persona
- Created and tested the information architecture
- Built the wireframes & prototypes
- Iteratively tested the design
- Presented the solution
I worked in a group with 3 other UX designers to conduct the user research and analysis for the Bookstore project. We wanted to ascertain users experience towards buying books from online bookstores.
In teams of two, we split up to conduct user interviews and contextual enquiries, then came together to consolidate the findings via conducting affinity mapping and a competitive analysis.
Key findings - User survey
Books are obscure online
Not all books are available in-store
Customer’s go to a website because they can’t find a particular book elsewhere
Customers ask staff for recommendations, or refer to the recommendation list
Key findings - Website analysis
- Page too busy
- Too many categories to choose from
- Search bar not prominent
From the affinity mapping exercise conducted as a group, 3 main themes stood out:
I can't find the book I want
Users don't know where the book is categorised
I want a personalised experience
Users want a human touch to their online experience
I want competitive pricing
Price is an affecting factor to buying books online
Based on the persona Jenny we created, we formulated a problem statement, solution statement, and hypothesis for Jenny:
Main user flow
Search process user flow
User flow checkout process
From the research, it was apparent that knowing where to find books is a problem area for users. When creating the IA (information architecture) for the bookstore, I used a combination of closed and open card sorting techniques to define the IA. I then tested the structure to further refine it.
Find the Harry Potter Collector's Edition, published 2017.
Test the use of the Search bar.
- Users did not see the search bar
- Users preferred to use the navigation menu
- Users clicked the “coming soon” section instead
- Wording was inconsistent on the checkout pages
- Users were confused about the relevance rating on the Product Listing page when they navigated via the menu
- Users missed the Update button when adjusting the quantity of books in the cart
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