THE pet stop

UX/UI Concept project, creating a desktop website for a pet store

the brief:

‘The Pet Stop’ is Peckham’s local pet store stocking quality products from independent businesses. They have an online shop however they say “We have plenty of website visitors yet few completed purchases.”
The challenge was to design an eCommerce website that maintains their ‘shop local’ appeal and provides the same top quality service their customers experience in the physical shop.

DURATION: 2 week sprint (March 2022)

TEAM: Solo project

MY ROLE: Completed the end to end UX process conducting user research, a card sort, usability tests, created a Design system and finished with a high fidelity prototype.

TOOLS & SOFTWARE: Google Forms, Pen & paper, Figma, FigJam, Zoom

Read the case study in full on my Medium page!

understanding the user and market

Conducted competitive and comparative analysis

Key finding -

Facilitating connections between a community of Golfers as the app's primary benefit would set The Clubhouse apart from the competition giving it a unique selling point.

Preliminary survey with X responses and 8 interviews

Key findings -

Golfers like to try new courses, but they can be expensive and inaccessible.
They would like to have some choosing power on who they play with, instead of the courses matching them with random people.
Many want to play more but don’t like organizing groups as it can become a big hassle.

defining the problem

Built 3 personas and focused on the persona Mason but realised that our solution could help solve a pain point all three had in common

Mapped a user journey for Mason to identify opportunities and formed his problem statement:

Mason needs a golf community with a wealth of resources so that he can play golf with like-minded people whenever and wherever he wants.

The key ‘how might we’:

HMW connect like-minded players to a larger golfing community, while fostering a sense of inclusion for solo players or those who are new to the game?

Testing and ideating solutions

We held a design studio involving the Client to generate ideas and agree on the screens involved with the connect feature.

The Key features decided on from the Design studio:

List of the tee times showing the available spaces
Various filters for the tee time listings
Include a calendar view

After sketching we created a mid - fidelity prototype.

Ran 2 rounds of usability testing including a Maze test producing 3 iterations of our prototype.

OUTOME

Home page meeting the following deliverables

steer customers toward popular products
have multiple clear ways of locating specific products
allow customers to contact the business
steer customers toward popular products.

Products page and specific product page fulfilling the deliverables:

include a product description page
have an efficient way of purchasing one or more products

Walk through of the final solution

conclusion

To recap this project, I have designed a website for local pet store ‘The Pet Stop’ which effectively:

Projects their message as a small local business.
Establishes the brand as welcoming, high quality and trustworthy.
Ensures the customers shopping experience is easy and enjoyable with a curated range of products that are intuitive to locate.
Entices the user to spend time exploring the site with suggested products and appealing aesthetics. This was a great benefit for Isla who shops for her pet just for the pure enjoyment of it.
Is transparent and reasures users that are concerned about the product's quality by displaying customer reviews in two locations.

reflections

I learned a lot as this was my second UX project and first eCommerce project.

I realised that card sorting would be easier to analyse if held on a platform which summarises the findings. Despite this I really enjoyed the process of testing and optimising the information architecture.

I enjoyed taking the prototype to hi-fi and but to be more confident with the site’s visual elements I'd have liked to spend more time compiling inspiration and to have tested the UI with users to ensure they are user centric informed decisions.

Taking on board some helpful feedback from my classmates, in future, I will keep my presentation slides more simple and dedicate more time to writing a script to make my storytelling more polished.

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