E-COMMERCE WEBSITE FOR SNEAKER LOVERS
Year
2020
My Role
UX/UI Designer
UX Copywriter
Duration
2 Weeks
Project Nature
Concept Project
Platform
Website
Team Scale
4 People
Tasks
UX Research,UX&UI Design, Usability Test,Branding, Value Preposition, Prototype
PROJECT OVERVIEW
BRIEF
Project objective was to create an E-Commerce website for any fashion product,
in discussion with my teammates, I brought up an idea:
When people in Hong Kong look for imported sneakers or special editions,
they have to source from multiple individual local stores or Instagram shops to compare their authenticity and prices. Let's make a one-stop shop online for users to compare prices and quality of SPECIAL SNEAKERS easily.
Then, we went with that idea.
*SPECIAL SNEAKERS- Special colour-ways imported from other countries,
or special editions you cannot find easily from a local franchise store.
TARGETED USERS
-
20-30 yrs old
-
Financially Stable
-
Love collecting special sneakers
PREVIEW OF THE FINAL PRODUCT
Landing Page
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Price & Seller Comparison Page
Seller's Grading, Reviews
and Live Chat Function
GOAL
Create an E-Commerce platform for users to compare different sources & prices of authentic special sneakers.
UX & UI PROCESS IN 2 WEEKS
Pick a fashion product
for E-commerce website
Hypothesis
Interview
Surveys
Affinity Map
Key Findings
Define Pain Points
Problem Statement
Own Positioning
VS Competitors
Unique Key Features
Value Innovation
Persona
Crazy 8 for Solutions
User Journey Map
Storyboard
User Flow
Wireframes
Usability Test
Mood Board
Branding Design
Design System
UI Design
Prototype
Outcomes
DEFINE
DISCOVER
DESIGN
DELIVER
KEY FINDINGS
The purpose of the survey and interviews was to let us understand
sneaker buyers' buying habits and preferences.
From the survey with 40 response, we found that:
58% Prefer online stores
for it's conveniency and there are more choices available
42% Prefer physical stores
Major concerns were buying the wrong size and fake products online
Base on findings from our survey, we came up with a set
of in-depth questions to find out what would make users buy from our site instead of physical stores.
We conducted 12 street interviews at sneaker street
to get more insights with questions like:
-
What improvements can give you more
confidence for buying sneakers online?
-
How do you avoid buying fake sneakers?
Does reviews help?
-
Why do you like buying special sneakers?
How does owning a pair make you feel?
We categorise our findings under the
5 major concerns of buying sneakers online.
In order of Importance to users
-
RELIABILITY
-
RIGHT SIZE
-
STYLE
-
EFFICIENCY
-
PRICE
PAIN POINTS
Buying Special Sneakers online is...
-
Unreliable
-
Costly due to markup
-
Unable to measure size precisely
OUR CHALLENGE:
How might we create a Reliable & Thoughtful
Sneakers Buying Experience?
POSITIONING VS COMPETITION
We found a name for our brand - KICKY
by definition means: Excitingly Fashionable
Who are we?
YOUR ONE STOP SNEAKER SHOP
to compare prices among different sources
& buy authentic special sneakers with ease
Positioning vs others:
Most Reliable & Abundant Inventory
compared with competitors that sells
sneakers online.
UX COPYWRITING ON DISTINTIVE FEATURES
I was responsible for the copywriting of the key features that
assures our users that we are RELIABLE and SERVICES THAT MAKE US DIFFERENT.
VALUE INNOVATION
ELIMINATE
-
The need of users gathering different sources
-
Risk of being scammed
REDUCE
-
Search time
-
Price comparison time
-
Extra cost from
markup price
RAISE
-
Reliability
-
Efficiency
-
Transparency
CREATE
-
Trustworthy transactions
-
Accessible network for Sellers & Buyers
ABOUT THE
USER & USER JOURNEY
We created a persona, user journey map and storyboard to paint a clearer picture of the target user's buying behaviours and how our solution would satisfy user's need.
USER FLOW of NICHOLAS
buying special sneakers from KICKY
We mapped out user flow diagrams to help us understand how the user would interact with the product.
USABILITY TEST
Our team had two design directions for the product detail page. Since we are not the users, we did not want to make an objective decision, so we asked targeted users to see which design works best for them.
Which Product Detail Page Works Better?
Product Detail Page Ver.A
VS
360 view of
Sneaker
Product
photos
Key Difference:
Left/Right
Separate Scrolling
Similar Product
Suggestions
About Ver. A:
Users find it more motivating for the purchase when the product photos are side by side with the price and details.
Product Detail Page Ver.B
360 view of
Sneaker
Product photos
Product try on video
Key Difference:
Using Tabs &
scroll down for photos
Similar Product
Suggestions
About Ver. B:
Users like the use of tabs to separate info to avoid too much going on at once, they don't mind taking one more click to switch tabs.
In result, based on user's preference, we simplified Version A for product page, and used tabs on the Seller's details page to separate info for a cleaner layout.
LOGO . MOODBOARD . DESIGN SYSTEM
I've taken below inspirations when I designed the KICKY Logo:
-
Cutting Edge Look
-
Bold & Reliable
-
The Yellow tip is like having the spotlight on you when you wear special sneakers
PROTOTYPE
TAKEAWAYS
ABOUT PAGE ON KICKY
What Difference Would KICKY Make?
As a course project KICKY did not go live for us to see profitable numbers. However, as our research shown, currently existing sneakers online shops does not have what KICKY offers and we believe KICKY's VALUE INNOVATIONS would make KICKY a go-to place for sneaker collectors.
1st UX Copywriting Experience:
This was my first time writing UX copywriting, I was responsible for the entire About Page, including explaining all unique features and break down how the Grading System for Partnered Sellers work.
It was challenging but at the same time helps me understand thoroughly how our solutions can build trust for our users to shop from us online.
