Project Overview

Description

KiDSiE has undergone a transformation from a secondhand marketplace to an e-commerce site focused on end-of-line returned, and ex-display children's items. The redesigned platform aims to simplify the shopping experience for parents by improving navigation, offering secure payments, personalized recommendations, and a refreshed brand focused on trust and value. With mobile optimization and user research, KiDSiE ensures a seamless shopping experience for busy parents.

My Role

Project Goals

My Goals

Improve Conversion Rate: Streamline the checkout process to reduce cart abandonment.
Reflect Transition to an E-Commerce Site: Redesign the interface to support shopping carts, wish lists, and customer reviews.
Build Trust: Highlight customer testimonials and secure payment icons prominently.
Optimize Mobile Experience: Ensure a fully responsive design for optimal performance on all devices.

Problem Statement

• Painless User Experience: The current shopping process is cumbersome and time-consuming, making it difficult for users to have a painless and efficient experience.

• Maintaining Quality: There is a concern that transitioning to an e-commerce platform might lead to a compromise on the quality of products offered.

• Building Trustworthiness: Users currently lack sufficient assurance of the platform’s trustworthiness, impacting their confidence in making purchases.

• Encouraging Return Visits: The current site does not effectively encourage users to return, resulting in lower customer retention rates.

• Ensuring Transparency: There is a need for greater transparency in product descriptions, pricing, and return policies to build user trust.

• Providing Reassurance: Users require more reassurance regarding the safety and security of their transactions on the platform.

• Achieving Cost Efficiency: The current pricing structure does not adequately convey the cost-efficient nature of the products, leading to potential customer hesitation.
  
  

Design process

My process include research, planning, designing and testing.Each was performed with the below methods.

Discover

• Research plan

• User interview

• Affinity mapping

• I statements
  

Define

• Persona

• User journey

• HMW(How might we)

• Problem statement

• Site Map
  

Ideate

• Crazy Eight sketch

• Site map
  

Test

• Usability testing

• Implementing

• feedback
  

Design

• Sketch

• Wireframe

• Prototype

Discover Phase

Target Audience
The primary target audience for the KiDSiE website is parents, specifically those who are cost-conscious yet seek high-quality children’s products. These parents are looking for affordable, reliable, and trustworthy options for end-of-line, returned, and ex-display items. They value a seamless shopping experience, transparency in product information, and the assurance of secure transactions. The website aims to cater to busy parents who need a user-friendly, efficient platform to find great deals on children's products without compromising on quality.

User Research

To ensure the new KiDSiE platform meets user needs, we conducted comprehensive user research, including interviews and usability testing with both existing KiDSiE users and other parents. Through user interviews, we gathered valuable insights into their shopping habits, preferences, and pain points. Usability testing sessions provided direct feedback on the current site’s functionality and design. Parents emphasized the need for a seamless shopping experience, transparent product information, and secure transactions. These findings were instrumental in guiding the redesign, ensuring the new platform is user-friendly, trustworthy, and efficient, ultimately enhancing the overall shopping experience for busy parents.

Qualitative Research:

We conducted user interviews and usability testing with current KiDSiE users and other parents to gain deep insights into their needs, behaviors, and pain points. These sessions revealed the importance of a seamless shopping experience, transparent product information, and secure transactions. Open card sorting exercises were used to understand how users naturally categorize products, informing the site’s information architecture.

Quantitative Research:

Surveys were distributed to a larger group of parents to gather data on user preferences and behaviors, providing metrics such as satisfaction scores and feature importance ratings. Website analytics offered insights into user behavior, identifying high-traffic pages and drop-off points. We used Optimal Workshop's platform to conduct closed card sorting, emailing users and collecting their responses to validate and refine the information structure.

Key insights derived from the survey

Customer Needs

• Product Information

• Product Reviews

• Brand Trust and Payment Security

• Price Sensitivity and Discounts

• Sustainability and Education

• Shopping Experience and Usability

• Social Influence and Recommendations

Empathy Map

Says

"I need to be able to buy good quality items for my kids without breaking the bank."

"I trust well-known brands for their quality."

"I always look for product reviews before making a purchase."

"I find it difficult and overwhelming when a site is not categorized properly."

"I want flexible payment options when shopping online."

Thinks

• Concerned about the legitimacy and security of lesser-known websites.

• Needs reassurance about the safety and quality of returned or imperfect items.

• Considers product information and reviews essential for making confident purchase decisions.

• Appreciates environmental benefits, but they are not her primary motivation.

Does

• Searches Google to compare prices and find the best deals.
  Checks reviews from trusted sites before completing a purchase.

• Frequently looks for deals and discounted items.
  Shares her experiences and recommendations in parenting groups.

• Seeks out flexible payment options and prioritizes them when shopping online.
  

Feels

• Worried about finding trustworthy and affordable products for her children.

• Reassured by well-known brands and comprehensive product information.
  Frustrated when product information is insufficient, especially for second-hand or end-of-line items.

• Overwhelmed by poorly categorized websites.
  Happier knowing that her purchases have added environmental benefits, even if it's not her primary motivation.

Pain points

1. Finds it difficult and overwhelming when a site is not properly categorized.

2. Struggles with categorization and searching for products on the KiDSiE site.

3. Kids grow fast and need high-quality items to withstand wear and tear.

4. It is expensive to continuously provide for children without compromising on quality.
   

Define Phase

Maya

“I need to be able to by good quality items for my kids without breaking the bank”

Age: 36
Location: Greater London
Children's age: 3 y/o, 6 y/o

BIO

Maya is a Mother of 2 who is struggling to keep up with the demand of her constantly growing children. She is always looking for a cost effective way to accommodate her children’s changing needs. She like to buy known brands as they will be good quality but struggles to be able to afford them brand new. She goes on Google to find items and compare the best prices but this often leads her to lesser known sites which don’t feel trustworthy and require her to look for reviews from trusted reviews sites to giver her confidence before she completes the purchase.
She isn’t persuaded to buy something for environmental reasons, but it would make her a bit happier if she knew that this was an added benefit of where she was shopping.

Goals

Frustrations

• Site Legitimacy: Concerned about the legitimacy and security of lesser-known websites.

• Product Information: Frustrated by insufficient information about second-hand or end-of-line product conditions.

• Site Organization: Finds it difficult and overwhelming when a site is not categorized properly.

• Payment Security: Needs reassurance about the security of payment processes, especially for first-time purchases.

• Personal Details: Reluctant to provide personal details without assurance of the site's legitimacy.

• Buy good quality items for her kids without breaking the bank.

• Purchase from trusted, well-known brands.
  Access clear information about product conditions.

• Use multiple, flexible payment options.
  Ensure safety and quality of returned or imperfect items.

• Support brands with a clear mission, appreciating sustainability.

Site Map

After identifying the key pain points of our user persona, Maya, a cost-aware shopper, we created a comprehensive site map to address her needs and enhance her shopping experience on the KiDSiE platform. The site map was designed to ensure a seamless, user-friendly, and trustworthy online shopping experience.

Design Phase

During the design phase, we addressed user pain points by brainstorming multiple solutions through the Crazy Eights exercise and developing low-fidelity wireframes focused on site legitimacy, product information, organization, payment options, and safety assurances. These wireframes were transformed into high-fidelity prototypes with clear product categories to advanced filter and sort options, Later on visual indicators for deals, a live customer support chat, and educational content about the company’s sustainable mission were also included. These enhancements ensured the final prototype met user needs and created a user-friendly KiDSiE platform.

We used the client's design system to ensure consistency and brand alignment in the app. By integrating their colors, typography, and UI components, we created a cohesive design. We made some adjustments to fit specific project needs, while still keeping the overall look and feel consistent with the brand. This approach helped us deliver a user-friendly product that stayed true to the client’s identity.

My team and I brainstormed various strategies to enhance the KiDSiE website by implementing different rewards and loyalty schemes. We focused on creating a system that would encourage parents to make repeat purchases and engage more with our platform. Ideas included offering points for each purchase that could be redeemed for discounts, creating exclusive member benefits, and providing special rewards for referrals and reviews. By integrating these loyalty schemes, we aim to boost customer retention, increase sales, and foster a loyal community of parents who consistently choose KiDSiE for their children's needs.

KiDSiE ( Client Project) GA Bootcamp

Persona

As a team, we collaboratively developed the high-fidelity prototype for the KiDSiE website, incorporating new features to enhance customer usability. We began by brainstorming and identifying key functionalities, such as personalized recommendations, a streamlined checkout process, and a user-friendly loyalty program. Using tools Figma we meticulously designed the interface to ensure visual appeal and intuitive navigation. Through iterative testing and feedback sessions, we refined the prototype to address user needs effectively. Our efforts resulted in a detailed, high-fidelity prototype that promises a seamless and engaging shopping experience for busy parents.

My Learnings

Working as a team and building a client project, I gained valuable insights and skills as a UX designer:

• Collaboration: Learned the importance of effective communication and teamwork in aligning design goals and ensuring a cohesive product.

• User-Centered Design: Emphasized the need to prioritize user needs and feedback throughout the design process.

• Iterative Design: Gained experience in iterative testing and refining designs based on user feedback and usability testing.

• Project Management: Developed skills in managing timelines, tasks, and deliverables to meet project deadlines.

• Prototyping: Enhanced proficiency in creating high-fidelity prototypes using tools like Figma and Adobe XD.

• Problem-Solving: Improved ability to identify and address design challenges, ensuring a seamless user experience.

• Stakeholder Engagement: Learned to effectively present and justify design decisions to clients and stakeholders.

• Accessibility: Gained awareness of the importance of accessibility and inclusive design practices.

• Design Documentation: Improved skills in creating detailed design specifications and documentation for development teams.

• Feedback Integration: Learned how to constructively integrate feedback from team members, users, and clients to improve the final product.

Thank you for your time

Hi-Fidelity Prototype