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VICTORIA BEVAN
UX Researcher & Designer
Sunshine Foods
eCommerce Site | Concept Project
Below is an overview of this project.
You can view the full case study on Medium.
Context
For our second project at General Assembly, I was supplied with a brief from a fictitious grocery store to create an eCommerce site that would allow customers to shop some of their products online for home delivery or collection in store. The design would have to carefully manage and meet both users' and business goals. Sunshine Foods wanted to maintain their ‘small shop’ appeal, focusing on hand-picked quality over quantity and stressing their local, community feel. Customers should enjoy a seamless experience.
Opportunity
Design an interactive prototype of an eCommerce site for Sunshine Foods, a fictitious local grocery store in The City wanting to support the local community by allowing people to order some products online to be delivered or picked up in store.
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Design process | Iterative, lean, user-centred
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Duration | 2 weeks
Process & techniques employed
Research phase
Competitive Research - Site Visit - User Interview - The 5 Whys - Contextual Inquiry - Open & Closed Card Sorting - Persona - Information Architecture - Sitemap
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Design phase
Scenario - Crazy 8 - User Flow - Sketching & Wireframing - Rapid Prototying - Usability Testing
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Competitive research: checkout flows
Interviewing online grocery shoppers
Site visit to Planet Organic
Our persona, Yoshi
Open card sorting in action
Closed card sorting in action
Sketching out screens for a paper prototype
Testing the low fidelity prototype
Solution
An intuitive eCommerce site with a focus on favouriting items and creating lists, to give users an efficient and convenient online shopping experience. The design balances Sunshine Food's objectives with the users' needs; it retains their brand identity and 'local' feel, whilst allowing users to discover products easily through strong Information Architecture and recommended items.
What I learnt
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Humans' mental models are continuously surprising - the way participants categorised items in the card sort was not what I was expecting, and shows the need to block out ones own biases
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Rough sketching is far more effective than meticulous wireframes - testing my concept and design meant I had valuable feedback as early as possible and prevented attachment to my design
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Asking yourself why you are doing something can be just enough to set you back on track when losing sight of the objectives and goals in hand