PedalPro
PedalPro stands as a professional cyclist's go-to, offering a straightforward and efficient shopping experience. With easy navigation and filtering options, it's your one-stop-shop for all your cycling needs, tailored for a seamless and effective shopping process for bicycles and accessories.
Role: UX Researcher, UX Designer, UI Designer
Project Context: Personal Project
Product Type: E-Commerce Website
Duration: 1 month
Tools: Figma, Miro, Mural
Problem
70% of users who place an item in the cart do not purchase their item. User sign up for purchase complicates the checkout flow. Users are unable to determine which bike is best based on the features which indicates a lacking filter option for the website. 50% of users open an average of 7 item pages without moving them to the cart, meaning there might be a lack of UI component hierarchy to proceed to checkout flow.
Solution
I feel that it is important to design an e-commerce website that provides a simplistic flow for users to complete their purchase of a bicycle without distractions. Providing clear indications of the next steps to limit confusion with clear UI component hierarchy. Creating a user-friendly platform for serious professionals to discover and purchase bicycles and gear using a proper filter component. Also, making sure there isn’t wall for user sign up, stopping a smooth flow for purchase.
Research
Industry Study
Amazon excels in diverse offerings, personalized recommendations, and a smooth checkout but may overwhelm users with extensive categories. Target impresses with transparent pricing but using red for deals alongside action items can be confusing. Mandatory account creation might discourage customers. TrekBikes provides a clean homepage, valuable product info, and a guest checkout option. However, improvements could be made in bike visibility, size comparisons, specification presentation, checkout simplification, and payment options. These findings emphasize user-centric design, transparency, and efficient navigation in e-commerce, with areas for improvement identified in each platform's user experience.
Competitive Research
Leisure Lakes Bikes
Competitive Cyclist
Merlin Cycles
Research Synthesis
Ideate
User Personas
With the information gathered, I created a persona to get a better idea of the users I we are designing for. This is what really allowed us to see what specific needs, goals, pain points, and motivations users have when it comes to the shopping for high level bicycles that fit their specific needs.
Site Map & User Flows
A site map provided a structured overview, highlighting essential components and their relationships. This visual guide was crucial in focusing on must-have elements, serving as a strategic foundation. User flows, outlining step-by-step journeys, refined the user experience, ensuring logical navigation. Concentrating on must-haves, these flows guided the creation of a purposeful journey, aligning with the identified needs of cyclists.
Design
Sketches
Utilizing user flows and a site map to guide navigation on our website, I initiated the process with initial sketches tailored for cyclists buying bicycles. Our design philosophy centered on ensuring easy navigation and clarity. We focused on creating a user-friendly flow that allows cyclists to effortlessly filter through options, enhancing the overall shopping experience. Our goal was to empower users with greater control and information, making their journey on the site a valuable and efficient one. These sketches were tailored specifically for cyclists seeking a seamless and informed purchasing process on our platform.
Wire Frames
Wire Flows
Finding a Mountain Bike <$1000
Checkout Flow
Creating a Profile
Tracking a Package
Style Guide
High Fidelity
Testing
Usability Testing
Integrating the various design elements, I developed a high-fidelity prototype for usability testing. I conducted two rounds of testing involving participant interactions.
During the initial round with 5 participants, challenges arose in the question flow segment—a pivotal aspect of the app's functionality. Participants exhibited mixed navigation patterns. The checkout and account creation process was deemed simple and easy to follow but we identified a few redundancies. Addressing this feedback, we refined the flow to enhance clarity regarding buyer expectations and facilitated a more streamlined process.
Subsequently, the second round involved 5 new participants. With the optimized flow experience, users navigated the process with small hick-ups. Participants exhibited mixed navigation patterns when looking for a tracking option without a user profile. With small adjustments to filter options there were successful outcomes without any apparent confusion.
Prototype
Reflection
What I Learned
What’s Next
