MOVE Case Study
This case study was presented to me in my 1st month of UX training. MOVE is a fictional sports online store selling clothing and equipment. The objective was to improve the number of completed purchases through it’s website.
Competitor analysis
To understand more about the space I was operating in I did a task analysis of popular online retailers. The task involving searching for a specific item and taking that item through to checkout and purchase. From this, I was able to understand the user journey. I also completed a feature inventory of popular online retailers.
User interviews
To help discover more about the problem, I conducted user interviews. The goal was to understand their shopping habits, ways of navigation, and what could stop them from completing a purchase. From synthesis, I was able to build out user personas.
Card sort
Before exploring and ideation, I decided to conduct a quick card sort to test my own assumptions about categorisation. I wanted the top-level navigation to be split by sport, with gender and clothing in the secondary level. My assumptions were invalidated, and the card sort revealed something more in-line with MOVE’s competitors.
UI & prototyping
As this was my first month of learning how to use Figma design tools, I challenged myself to learn about UI effects (e.g. drop shadows). I learnt how to use advanced prototyping techniques such as smart animate and interactive components.
Final designs
The home or landing screen of the site promoted trending and popular products to give users a more personalised experience.
After navigating to ‘Mens’, the users were able to filter and sort for the products they wanted. I included breadcrumbs to help the user track where they came from.
On the product page I offered a clear description of the product and reviews from other customers, and recommended products to boost sales. Most importantly was the inclusion of the Google Pay payment option to help conversion rates and meet the business objective. This was an inclusion inspired from competitors: it helps speed up the payment process as it eliminated the need for entering card details.
Did it work?
I learnt a lot about the application of colour and typography which was highlighted as being too high in contrast - and at times - inaccessible.
Considering I was in the early stages of learning UX design I received great feedback from the course instructors on my application of the double diamond design thinking process, my prototyping and UI skills, and my storytelling skills in my presentation to them.