Shopping Experience
To create a holistic & seamless user experience across the online platform that will complement and augment the Physical Shopping experience and vice versa.
Service
Client
UX/UI Design
Croma
Duration
3 Week
Year
2015
For a successful digital presence, current applications should cater to the needs of the consumer irrespective of the technology.
In the current age, customers have wide choices for accessibility. Leveraging the experience becomes the greatest challenge for marketers with the change in technology every day.
UPPER HAND
Croma has a few advantages with them are:
Customer Access: Visible presence across the location.
Store: Experienced staff and logistics.
Staff & Support: Large-scale and accurate product inventory.
Logistics: Order visibility.
Inventory: Consistent product data across touch points.
01. WHAT IS REQUIRED?
02. HOW WE STARTED
As my limited time frame and access to participants, we relied on published findings for quantitative data relating to e-commerce design and user behavior.
User Interview
User interviews are conducted looking for shopping behavior patterns, attitudes to competitors' products, usage insights, browsing techniques, purchasing motivation, point of decision making, and spending habits.
User Testing
Participants were given a task objective that allowed testing to analyze ease of use, learnability, usability problems, designs, branding impressions, and desired features that are unavailable.
Experience Mapping
As a part of the discovery process, we mapped a brick-and-mortar store with a similarly large product range and a focus on consumer durables. This proved to be an effective technique to identify offline user’s behavior and habits, allowing
us to align these with an equivalent digital experience.
03. INSIGHTS
The findings have collaborated into an affinity diagram to synthesize the data gathered through research.
Discoverability
The law of e-commerce, if a user can’t find a product, then a user cannot purchase it.
Compare
Comparison happens in the wishlist and in the cart, decision making must be supported by making comparison easy.
No Distraction
Purchasing, once the user is in the checkout they have expressed their willingness to buy. All other distractions should be stripped off.
04. USER PERSONA & THEIR JOUNEY
Personas are developed based on qualitative data drawn from user interviews and were used to distill findings, guide our design process, and communicate with the stakeholder, the user objective with a sense of humanity.
05. INFORMATION ARCHITECTURE
After completing our research phase we started with a high level of IA for the whole experience before diving into the high-fidelity wireframes.
06. WIREFRAMING
After completing our research phase we started with a high level of IA for the whole experience before diving into the high-fidelity wireframes.
Concept 1
Shopping experience customized for you only, users can explore the store or be specific about what they want.
Users can specifically search for any product from starting of the shopping, or they can casually explore the store.
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Users can view the redemption and offer easy and redeem it at their fingertips.
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Users can quickly locate the physical store to check the look and feel of the product or else they can book it and easily buy it at the store.
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Users can easily view their product's info and its details like warranty (no need of keeping paper in the safe)
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Users can go to the car in one touch for buying it or they can continue keeping their items safe in the cart.
Concept 2
Bigger search and easy category navigation upfront for ease in searching products.
Easy menu navigation and all mediums of contacting us so that users don't have to wait in queue for any queries
Compare the product yourself from other platforms to make user decisions easy and quick.
Quick view and better image quality to have better look of the product
07. CONCLUSION
There is still a lot more to explore with Shopping Experience. What if activities were introduced through the partnership of businesses and events? Can we use other ways to share and review an actual product? How users can have a better look and feel of the real product digitally? These are just some of the questions I'd like to expand on as I continue to work on this project.