Project:DMVBazaar
Role: Research, Interaction design
Duration: May 2022
Tools: Figma-Miro-Photoshop
Project Overview
DMVBazaar is website that supposed to provide online shopping of Persian & middle eastern products for people in Washington DC, Meryland, and Virginia Resident.
Project Vision
we are supposed to provide a convenient flow toward users' navigation to save users time and increase the conversion rate of the website.
Challenges
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Incorporate a way for users to shop Persian products online.
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Providing smooth navigation to easily find the required product
Research
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Primary research (Survey & Interview)
Conducted with 30 users
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Secondary research (Competitive Analysis)
Analayzed 16 direct and indirect competitors
Find outs of Competitive Analysis
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Minimal design
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Green color pallet
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Recipe section
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Poor category
User Research Summary
User Pain Points
1. More Organized product categories
Solution
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Card sorting for categories
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A/B testing
2. Lack of English knowledge
Solution
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Providing products names in 2 ways:
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English and “Finglish” search (Farsi with English characters)
3. Poor Filtering
Solution
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Providing dietary options in a left side filter
4. Seeing New Product and Sales at a first glance
Solution
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Displaying new product and sale sections on the home page
5. Lack of shipping service information
Solution
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Displaying free shipping on top of the home page and Shopping cart
6. Difficulty in finding some special Persian products
Solution
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Creating a category titled Persian specials
Persona
Persona has been created based on Aggregated characteristics of our users
Key Challenges
1. User flexibility to find products and better navigation
Solution
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Provide 3 ways to find products on the landing page.
2. Convenient Checkout Process
Solution
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The Checkout process is designed on one page. we created a vertical Progress Bar in order to make an easier way to confirm each process when it is done.
Design
Key wireframes
(Homepage, category, product page,checkout)
Homepage
Category Page
Product Page
Subcategory Page
Checkout page
Usability Study
A/B Testing
Quick buy card
Main task usability test
find and purchase grapeseed oil
A/B Testing
Conducted A/B test with 30 users to compare 3 versions of
“ADD To CART” button and “Quantity” options
A
B
C
Usability Test Measurement
12 users completed the task and were asked to answer a quick survey of measureing the usability rate.
12/12
All users able to easily complete the requested task
12/12
All users would use this website frequently.
11/12
Working with the website was easy to use and doesn’t need any guideline
Next Step
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Add a wish list part to recall people of their last shopping
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Completing recipes part of uploading users' recipes
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Products named in Farsi