Created a stress-free pet food delivery with one-touch notification.
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Project Overview
The Product
AWE is a Pet Food Store that offers users to set up a recurring delivery option based on the time they need with easy tap notification on the phone.
Duration August 2021 to October 2021
My Role
UX Designer leading the AWE pet food delivery website design.
Responsibilities
Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, iterating on designs, and responsive design.
The Problem
Available Online store does not allow Free Delivery, Cannot set up recurring delivery and have confusing checkout process.
The Goal
Design a website that allows users to stress-free about their pets food to be delivered automatically with a one-touch notification when every they set up the recurring delivery free of charge.
Understanding the User
I conducted user interviews, which I then turned into empathy maps to better understand the target user and their needs. I discovered that many target users treat online shopping as a fun and relaxing activity when they need a break from work. However, many pet food websites are overwhelming and confusing to navigate, with fewer delivery options, which frustrated many target users. This caused a normally enjoyable experience to become challenging for them, defeating the purpose of relaxation and save time.
Pain Points
Personas & User Journey
Problem Statement
Dia is a busy Film Production Assistant who needs an intuitive pet food website that allows easy navigation and Recurring delivery because they want online shopping to be stress-free.
User Journey Map
I created a user journey map of Día's experience using the site to help identify possible pain points and improvement opportunities.
Design Process
Sitemaps
Difficulty with website navigation was a primary pain point for users, so I used that knowledge to create a sitemap.
My goal here was to make strategic information architecture decisions that would improve overall website navigation. The structure I chose was designed to make things simple and easy.
Paper Wireframes
Next, I sketched out paper wireframes for each screen in my app, keeping the user's pain points about navigation, browsing, and checkout flow in mind.
The home screen paper wireframe variations to the right focus on optimizing the browsing experience for users.
Because AWE allows’ customers to access the site on a variety of different devices, I started to work on designs for additional screen sizes to make sure the site would be fully responsive.
Digital Wireframes
Moving from paper to digital wireframes made it easy to understand how the redesign could help address user pain points and improve the user experience.
Prioritizing useful button locations and visual element placement on the home page was a key part of my strategy.
Low-fidelity Prototype
To create a low-fidelity prototype, I connected all of the screens involved in the primary user flow of adding an item to the cart and checking out.
At this point, I had received feedback on my designs from members of my team about things like placement of buttons and page organization. I made sure to listen to their feedback, and I implemented several suggestions in places that addressed user pain points.
Usability Study Findings
Refining the Design.
Mockups
Based on the insights from the usability study, I made changes to improve the site’s checkout flow. One of the changes I made was adding the option to choose days instead of date. This allowed users more freedom to edit their Delivery option without going through a complicated process to specific date or time.
Original Screen size Mockups
High-fidelity Prototype
My hi-fi prototype followed the same user flow as the lo-fi prototype and included the design changes made after the usability study, as well as several changes suggested by members of my team.
Accessibility considerations
Moving Forward
Takeaways
Impact:
Our target users shared that the design was intuitive to navigate through, more engaging with the images, and demonstrated a clear visual hierarchy.
What I learned:
I learned that even a small design change can have a huge impact on the user experience. The most important takeaway for me is to always focus on the real needs of the user when coming up with design ideas and solutions.