Whisper trip

2023

In this project case study, I will be sharing my experience designing an e-commerce platform for a collective of local artisans. The goal was to create a website that enabled artisans to showcase their products and facilitated an easy and enjoyable shopping experience for customers.

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Hypothesizing

Highlighting unique artisanal products

The design process started with a detailed analysis of the artisans’ products to understand their uniqueness. I conducted interviews with the artisans to learn about their stories and craftsmanship. This helped in designing a platform that truly reflected the individuality of each product.

Developing a story-driven shopping experience

Based on the research, I focused on developing a story-driven shopping experience. Each product page was designed to include rich storytelling elements about the artisans and the creation process. This approach aimed to create a deeper connection between the customers and the products.

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Result

Customers were able to easily browse and purchase unique artisanal products, enjoying a seamless and engaging shopping experience.

As a result, the artisans saw an increase in sales and customer engagement, and the platform has become an essential part of their business operations.

4/5 adults struggled with chores

4/5 adults struggled with chores

4/5 adults struggled with chores

Grocery shopping was the most necessary and time-consuming

Grocery shopping was the most necessary and time-consuming

Grocery shopping was the most necessary and time-consuming

How might we…

How might we…

Make grocery shopping more efficient?

Make grocery shopping more efficient?

I shadowed 12 shoppers in a grocery store and found that

I shadowed 12 shoppers in a grocery store and found that

Location of items cannot be learned even by regulars

Items can be moved, seasonal, or out of stock

Lack of route planning affects experience

Can be tedious if lugging a heavy basket

Unavailable items adds time to the shopping process

Frustrating and time-consuming to find a substitute

Arrive at the grocery store with a plan

Create a shopping list of things based on up-to-date stock information

Move through the store efficiently

Follow an optimized path to complete your shopping trip

Reflection

I found conducting user interviews in-context was particularly helpful as it brought insights into what features were absolutely necessary and which were nice-to-haves. For example, I originally wanted users to be able to add new grocery items from the shopping screen. Observing shoppers in-context showed me that they had little need for it.

Identifying necessary vs. nice-to-have features is especially important in future projects if timelines are tight. It can allow for faster iterations which produces a product better fit for the user in a limited time frame.

Kayla Ray

@kayray