Market building. Modern times.

St. Lawrence Market app.

In our group we were given a task to design an online product for St. Lawrence Market and to create better online presence for the place with long years of history.

1. Design process

1.1. To have better understending of the St.Lawrence Market audience and their needs we have come up with a plan to:

Survey shoppers on the market premises.
Conduct contextual interviews with vendors .
Conduct an online survey for the potential shoppers.

That could give us better understanding of existing and potential St. Lawrence visitors and their behavioural shopping patterns as well as the needs and the wants of the market shop owners.

1.2. Analyzing the survey and interview data:

Here is the extraction from the Shoppers Survey data and key insightful answers that determined the main path of our design and pointed to the derections that our design would be heading to:

We have analyzed the data which came from the surveys and got the idea of WHY people that come to the market, WHAT KIND OF people come to the market and WHAT PROBLEMS do they face that associates with the market.

1.3. Affinity diagrams was the next step in the process of visualizing the primary user:
User feel about the market
User frustrations

1.3. The Affinity diagram exercise gave some useful insights to create a shopper user personas.

User persona “Shopper”.

Shopper

User persona “Vendor”

Vendor
2.1. Research showed that shoppers liked the historical feel and overall the atmosthere of the place, but was not aware of the events that are frequently hosted by the market, also there was not enought social media presence of the market itself or the vendors in particular.

Also,

As for the majority of vendors they as well enjoyed the historical ambience of the St. Lawrence market and were open to the opportunity to have better online precence and modernization process.
There was some user frustrations that our software cannot address such as Free WiFi or lack of seating, as well as there was some discrepancies in the method of payment that user prefer to use, but some shops do not support it (cashless transaction), but for the sake of additional reserch takeaways worth mentioning.

3.1. User story board

I wanted to be in the shoes of Persona that I have created and the user story was a great exercise to see the clear picture of what is going through the mind of the user:

User story

2.2. User flow:

The user flow on the initial design included four main features, REWARDS, DISCOVER, ORDER, DIRECTORY, but it was decided to eliminate two of them so we can fully focus on the other two due to the time contstraints of the project.

St. Lawrence market

2.3. The Idea

Considering the high level of historical and cultural ambience of the market and the user sense of discovery and exploration we have decided to implement the “Historical tour” featire in the form of the map with the points of interest and the informational cards that includes brief audios videos.

The other feature will include the rewards system that will motivate the user to share everything what is going on at the market on social media platforms as well as willing to go to the market more riquently to get the insentives.

4.1. Considering that our product features the reward system and the user should be able to redeem/collect points right on the market premises as well as the market tour featers the mobile application was a natural choice

4.2. Paper prototypes:

Events and barcode screen
Market Map and Market Tour

4.3. The V1 Mid Fidelity prototypes done in Sketch:

5.1. After implementing it to Invision we held the user testing, we asked the user to…

“ Imagine you are at St. Lawrence market and want to:
-Redeem the rewards that you have on your account
-Find a good bakery
-While you are there why not to learn more about the building and the history of the place, so take a tour”

5.2. The user could accomplish these tasks, however, we observed that the user was confused a few times during the process, as well as verbalise his pain points while he was going through the prototype, such as:

  1. The buttons on pop up window were too smal
  2. The “Day” botton on navigation bar for the calendar was confusing.
  3. The reward page did not show the progress bar, more visual representation is needed.
  4. The tour map had no indication of the directions/navigation from/to the point the interests
  5. The “Scan” button said too little about its functionality and was confusing.

Here is the V2 of the prototype addressing the mentioned pain point and suggestions:

V2 prototype

Invision prototype:

Conclusion:

  • What we expect the app to solve — Attract more local visitors to the market by implementing the reward system and by creating historical tour experience as well as the interactive maps for the better navigation while a user on premises create overall user friendly experience.
  • The reward system will be linked to the social networks, once the user will share the event, hashtag the vendor or make a transaction he/she will get the points towards the certain reward item that can be a cup of coffee from the local vendor or a basket of fruits.
St. Lawrence Market building. Late 50's.
  • The historical tour with the interest points and the informational cards with the video will add the sense of antique “personality” to the place and create museum-like impression while shopping.