Yonobi Ceramics
ROLE
UX Researcher & UX/UI Designer
CONTEXT
E-commerce Application Design
YEAR
2021
METHODS
1-1 Interviews, Guerilla Testing, Usability Testing
Overview
I researched the user market for tableware minimalist ceramics, a trend that’s grown in the past decade alone. My key task was to conduct an in-depth research to explore and understand potential user base, their perceptions on tableware ceramics, and their motivation for purchases. With this information, I would design the first prototype of a mobile ceramics e-commerce store.
Goals:
- Investigate the best target market for the ceramics application.
- Develop a design that matches specification.
Competitive Audit
"The ceramic tableware products are witnessing an increasing demand in this category in the US market, due to their aesthetic appeal and attractive features, such as more extended durability."
I researched several companies and products related to ceramics spaces, e-commerce, and non-traditional comparative industries, resulting in a diverse source that was used to inspire the ideation sessions. In general, some of the defining differences were:
- Florid vs Minimalistic Interface
- Style and specializing of ceramic types
- Dedicated mobile application
Seeking User Opinions
- Conducted 5 interviews
- Between the ages of 21 - 50 years old
- Well-educated (Bachelors) and with an income above $50k
- Independently bought ceramics online at least once in the last year
Meet the Users
Zach is a biotech scientist living in San Francisco with his wife and kid. He often works from home office. He likes to take his son to a local art gallery in his neighbordhood and talk to the gallery’s owner and artists about their latest work and inspiration
Danielle lives in San Francisco as a software engineer. Her parents are artistically-inclined, and thus exposed to many forms of art at a young age. While she frequents local ceramic stores, the limited options results in her purchasing ceramics online.
Wireframes
Usability Test: Assessment Phase
IMPORTANCE x WORK = TOTAL
- Importance - how important is the task to the user? (1 = low, 5 = critical)
- Need Work - how much work is needed to refine this feature (1 = low, 5 = critical)
After turning the digital wireframe to a low-fidelity prototype, I conducted a guerilla tests at the local ceramic store. In total, I gathered 6 participants within the targeted demographics for a moderated usability test, asking each to perform different scenarios on the prototype.
Test Objectives
- To observe users direct and indirect path to completing the task
- To identify potential issues regarding browsing, checkout, and payment process
- To discover pain points and confusion when using the new product
Key Insight
- Smarter design. While observing my testers, I saw a palpable lack of excitment for the search feature. ⟶ I replace a listed catagory with a pictoral category.
- Remove unecessary complexity. A fair number of testers initally perceived the stagger design as a glitch. ⟶ I removed the staggered design with a more convential grid.
- Reduce clutter. While browsing catalogue, testers feel they wouldn't add a product to wish list without first inspecting the product more closely. ⟶ I removed 'adding to wish list' feature in browsing step and replaced it with color options/
Hi-Fidelity
Key Takeaway & Future Development
As one of my first e-commerce project, my biggest lesson is that designing for e-commerce is a balancing act between consumer's wants and business' metrics; the immediate gratification of profit-driven strategies doesn't often coincide with optimal consumer experience and vice versa. Nonetheless, by minimizing dark patterns and conveying honest & clean business designs, shoppers are more willing to trust the company and its product.
Some future development would include:
- Establishing visually appealing artist and material origin profile
- Integrating the Favorite feature without disrupting shop flow
- Adding a comprehensive 'Collection' section, where people can seamlessly purchase in bulks