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ShopHop
Stress-free shopping experience
Improve your online shopping experience making it less confusing and more fun.
UX Research | UX Design
Project Goal
To compare the existing options for online shopping and find a solution on how to make the journey more smooth for the users.
Problem Statement
With multiple business websites already ruling the E-commerce platform, it is hard for new startups to get up there and build that customer base as the trust factor plays a very important role. Selling on social media platforms like Facebook, Instagram, etc does not help as this trust factor is mostly missing due to inadequate product and company information.
To overcome this issue, it is important to provide them with a platform that will help them build that trust factor with their customers and also advertise a variety of products in a single go.
Market Analysis
I analyzed and compared some of the existing pioneers of online shopping in India according to the features they provide and how easy to use they are and scored them out of 5 in terms of accessibility, appearance, and user-friendliness.
The apps I chose were-
Myntra
Koovs
Limeroad
Amazon (Indirect competitor)
User Survey
From the market analysis, I realized that the KPI's of all the existing products are different and hence there was a significant difference in the features they emphasized in their applications and the appearance of the final application.
The KPI of my product is 'trending products at less price.'
To check if this actually motivates the users, I conducted a survey with a group of users.
Target Audience
Age group- 16 to 25
Mainly students
Interview touchpoints
User group
Deciding factor while shopping
Price range
Types of products purchased online
Most preferable features
Least preferable features
Survey Results
The survey confirmed that people do not like choosing between discounts and new trends, and are motivated to get them together.
Some more user frustrations I learned about through the survey are :
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It cannot determine the quality of the product or the exact size.
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Limited variety of designs.
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No new trends.
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The option of customizing products would be good.
Persona
Journey Map
It shows the emotional journey of the user throughout the process of shopping online.
Task Flow
A single task of buying shoes was selected and the flow of the activity was studied to understand the sequence of steps in that particular activity.
Product Details
From the research and its analysis of the market and the users, I decided to make a fashion E-commerce mobile application mainly focusing on discounts along with new trends. The USP will be a combination of new trends at low prices attracting the younger group of users as they will be the primary users of this product.
The application will also include features like 'Try & Buy' and will also have videos of the materials for the users to determine the quality of the product.
There will also be an option to customize a product.
Information Architecture
After conducting Open Card Sorting to determine the structure of the application, decided the final features.
Low fidelity wireframes
User Testing
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Keep the style of buttons the same
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Add 'Try & Buy' feature
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Show videos of the materials for the users to determine the quality of the product
Moodboard
E9262C
B20300
737274
2B2A2A
Typography
Page Title - Poppins, Semibold, 18pt
Head - Poppins, Semibold, 14pt
Description - Poppins, Regular, 12pt
Figma Prototype
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