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Our research began with conducting ten user interviews, five moms and five dads all with children under the age of five years old. Our assumption was that there might be differences in the shopping habits or user needs between the two demographics.
We thought that our target user would ultimately be dads, given that's who the product is targeted towards, however this would end up not quite being the case.
The biggest insight from these interviews was that while the product was designed to appeal to dads, the users of the website were very likely to be moms.
Our primary users being moms therefore meant that we should consider placing increased emphasis on product features, information, and reviews in our redesign.
In our usability tests, we tested the current mobile website with a group of parents representative of our users.
All users were able to successfully navigate from the homepage, to the product page and then to checkout.
However most noted that the text highlighting the features was very small on mobile, and difficult to read.
In addition most users said that as parents they did not have enough information on the product to comfortably purchase.
Our heuristics evaluation, using the Abby method aligned with our interview findings that there was insufficient information on the product page, ranking low in terms of 'Usefulness'
Our feature analysis highlighted that instructional videos to elaborate on product features could be a way to resolve the informational needs of our users.
Due to the insight that our most users were most likely going to be mothers, our persona is therefor a mother.
Marg's user journey goes from research to leaving a review of the product. The most negative aspect of the experience is being unable to ascertain the details of the product.
Marg and her husband are having trouble finding a multifunctional diaper bag that they can both use during and after their baby grows up
How might we improve WSEL's current website to improve Marg's shopping experience in finding a diaper bag that meets her and her husband's needs?
Problem statement identified, we went into the ideation phase of the redesign with the knowledge that we needed to expand upon the information and visual representations of the product, as well as emphasize reviews in order to establish credibility and enhance the usefulness of the website to Marg.
We completed design studio exercises for both mobile and desktop versions. Our process consisted of design, iteration and convergence phases.
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First we design many variations of a page within a set time, then we discuss and iterate on those designs.
Then we design again using the critique from the discussion, and then converge the best elements into a single design
This is a live clickable prototype for our mobile mid fidelity design, made in Adobe XD
We tested out prototype with four parents within the same user group as our interview and prior test.
This is a live clickable prototype for our mobile hi fidelity design. Give it a try!
As with our mid fidelity, our users were able to navigate quickly and efficiently, though they had feedback relating to the content of the website.
We had achieved our goal of making the product pages more useful and relevant to the needs of our target user by seeking out and adding product information to the page, as well as increasing the visual prominence of product reviews.
However we were limited in our ability to respond to the user feedback requesting more product photos and videos showcasing product features due to lack of access to the products themselves.
Going forward we would require additional content displaying the product features, and subsequently iterate on our design to highlight those features that our test users requested.