Resume
Background
The Goal
Create an online checkout process for Mall Liquors and Wines, a liquor store in Brookline, MA. While maintaining the business brand, add a functional online purchasing experience.
The Challenge
Mall Liquors and Wines customers need an efficient way to find and order products online, without going to the store.
Timeframe
2 Weeks
Role
UX Designer working on a concept project
Software
Sketch, InVision
​
Skills
Research, Userflows, Sketching, Wireframing, Prototyping, Usability Testing
Research
User Interviews
Discovering users' e-commerce and alcohol purchasing habits
5
Interviews
Findings
​​
-
People are confident in the alcohol that they like
-
Users are unlikely to switch to a new type of alcohol but are willing to switch to a new brand
-
Users want to know the price
-
Users want a fast and easy checkout process
"I like to stick with what I know, and I know how alcohol affects my body."
Card Sorting
Confirming how users naturally organize alcohol into different categories
6
Open
2
Closed
Findings
-
Users prefer to sort products by alcohol type
-
Users do not instinctively categorize by size
-
Users get confused on how to categorize whisky, bourbon, and scotch
Task Analysis
Reviewing the online checkout process of a competitor
Findings
-
The e-commerce process can be frustrating when it is inefficient
-
Clicking through fewer windows will shorten the process
Feature Inventory
Analyzing trends on competitor sites
Findings
-
Put an add to cart button on the product preview box
-
Let the user select delivery time
-
Display the region of the product on the product page
-
Display the alcohol subtype on the secondary navigation
-
Provide option for curbside pickup and delivery
-
Add a gift page on the primary navigation
Synthesis
Problem Statement
Alcohol consumers need an efficient way to order beverages online for delivery, because they are confident in the products they like and want to easily access them.
Affinity Map
Understanding commonalities amongst users
Personas
Defining who I am designing for
Primary Persona
Secondary Persona
Userflows
Illustrating how users will complete a task
-
Gained a visual understanding how users will get from start to finish
-
Determined organization and order of features
Sitemap
Illustrating the new structure of the website
-
Demonstrated how the content will be organized on the website
-
Determined from findings through comparative analysis and card sorting to sort the products by alcohol category
Sketching
Getting a visual understanding what will work best for the user
-
Sketched low-fi drawings to get ideas on paper
-
The research showed that people want a fast and easy e-commerce process. I kept this objective in mind while analyzing which designs are most effective.
Product Preview
Product Page
Secondary Navigation
Ideation
Wireframing
Finalizing the layout of each page
-
Confirmed if initial sketches made sense on a digital platform
-
Determined the spacing, content prioritization, and functionality of designs
Testing & Iteration
Usability Testing
Identifying any performance issues
-
All userflows were completed successfully
-
There was confusion amongst users when their item was added to cart
-
Cart confirmation needed to be improved
Findings
Tests
3
Version 1
Version 2
Version 3
Version 4
Prototype
Takeaways
-
Design Smart - Know the design program you use and make sure you are using it as efficiently as possible
-
Simple is better - People want an e-commerce experience to be fast and efficient, a simpler process will achieve that
-
Good design starts with good research - Research provides valuable user insights resulting in more effective designs
Uber Haul