Enter from Instagram...
View product details...
Checkout time!
Overview
Who’s Goomo?
Fun, Creative, Modern & Witty
Goomo is new startup contemporary jewellery brand who does not yet have an online presence. They want to establish a strong digital presence through an e-commerce website that showcases their brand and products in a compelling and user-friendly way. This is a conceptual project based on my background as a jewellery designer.
Goomo currently offers a focused product range but would like to expand its range in the future.
“MSCHF but jewellery”
3D rendering created for Goomo
Role:
UX/UI designer, Branding design
Responsibilities:
Semi-structured interviews, secondary research, wireframing, low and high-fidelity prototyping, usability studies
Consultant:
Ex-Meta software engineer
Project duration:
6 weeks
Client Brief
To create a RWD website that not only reflects Goomo’s brand's aesthetic and values but also provides a seamless and enjoyable shopping experience for their customers, leading to increased sales and customer loyalty.
User segmentation
Based on the target market given by the client, I conducted online interviews with 4 young professionals and 1 fashion influencer using Google meet to investigate their pain points and shopping habits.
The semi-structured interview revealed that not only does the website need to be visual appealing, truthful but also easy to navigate in order to pique their interest and ultimately make a purchase on a website.
Making sure the website is optimised for social media (especially Instagram) is essential as that will be the main entry point to the website.
Secondary research findings from PWC and Accenture:
- consumers choose to buy on retailer websites over social media platforms because retailers gain greater trust on data than social media platforms
- creating trusted experience based on digital commerce basics including easy returns and refunds, purchase notifications,clear descriptions and images is essential for converting potential customers to existing customers.
Reference: Accenture, PWC
Based on the research and interview findings, I came up with two personas that represents the user segment.
Kyle
“I need that. Where can I buy it?”
Kyle is an international university student studying art and design in London. He is always keeping up to the latest trend and finding unique fashion pieces that will help him stand out and make a statement.
He enjoys buying high-end luxury items and is willing to pay a premium for quality and exclusivity. Kyle spends a lot of time sharing his daily life on social media and is a social butterfly. He has a short attention span and often scans information instead of reading thoroughly.
Jody
“I’m so stressed I need to shop.”
Jody is manager working at a large accounting firm for 7 years. She works long hours and is constantly under stress due to the demanding nature of her job.
In her free time, she enjoys fashion and shopping, which is a way for her to relax and de-stress. She is very familiar with E-commerce so when a website is difficult to navigate she gets frustrated and reduces her will to buy from the website.
Jody's user journey map
I’ve decided to work on Jody’s user journey map because her journey covers all the paint points while Kyle skips the researching brand stage.
Her goal is to buy the same product as the one posted by an influencer she follows.
Pain points
Researching a new brand can take a long time
Shopping website designs often have a lot of pages which makes it confusing to navigate
Complicated checkout flow causes frustration and cart abandonment
Unable to reach out to customer service can be frustrating
Competitive Analysis
MSCHF (Creative products)
Although Goomo has a very similar business approach to MSCHF but the client pointed out that MSCHF’s website was confusing and complicated to navigate.
Avoid complex and unfamiliar interface
Louis Vuitton
Louis Vuitton’s shopping cart page is clear and intuitive.
Product images are large so it is easy to see what item is added in the basket.
Mejuri (Jewellery)
Mejuri’s website is accessible by screenreader and has a dedicated section for accessibility.
Interface is clean and modern.
Click to view Sitemap
Low fidelity prototype
Usability findings
I conducted 2 rounds of moderated usability study (one with the lo-fi and one with the hi-fi prototype) to determine if users can complete the main user flow - to complete a purchase and to identify if the website is difficult to use. Due to time constraints the usability study is conducted with 3 participants selected from the target market.
Round 1 usability study overview with lo-fi prototype
The research goal is determine if users can complete core tasks efficiently with the prototype and determine if the scanning app is difficult to use.
Round 2 usability study overview with hi-fi prototype
The goal of round 2 is to address the feedback from the first round and validate if
the issues have been resolved. It was also the chance to gain feedback on UI and feelings with the selection of colour and accessibility.
Visual system
Accessibility
Takeaways
I believe the outcome has answered the brief in a creative yet logical approach which I am proud to showcase. However, there are many moments during the design stage where I would spend too much time on features that are not essential for the main user flow. Hence, for my future projects, I will make sure that I am focused on the user needs relevant to the main user flow and focus on building an MVP. Conducting user research has enabled me to identify pain points that I haven’t initially thought of and ultimately make the website more accessible.
Selected Works
