Case Study: Reimagine a system that can help reduce single-use packaging from e-commerce.
The goal: Quest package recycling process lets users send back their empty packages which will have a major positive environmental impact by reducing single-use packaging from e-commerce.
My role: UX designer working on package recycling customer process website design from conception to delivery.
Responsibilities: Wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, iterating on designs.
Phase 1: Empathize
User research: I conducted a survey with google forms to test the initial idea. If customers would be willing to send back an empty packaging from their online order for -10% off the next purchase at their favorite store. A primary user group identified through research was customers who shop online.
This user group confirmed initial assumptions about the package recycling process. Customers are willing to participate in a system that can help reduce single-use packaging from e-commerce.
Competitor Analysis: Since Quest did not have a clear direct competitor,
I looked at the biggest e-commerce website and decided to analyze Amazon.com. What can we learn from this competitor?
A. Numbers are beside text description or image to indicate the order of steps.
B. Descriptive images to communicate important action.
Phase 2: Define
To ensure my designs will address user needs I created the user flow.
Problem statement: Customers who shop online need a clear process to recycle packages because they want a simple experience.
Phase 3: Ideate
I came up with as many design solutions as possible. I took into account the importance of the stepper to make the process of recycling packages swift for the user and to potentially maximize the conversion rate.
Phase 4: Prototype
Phase 5: Test
Online survey: I chose this survey type to gather insights about a design quickly. It’s also the least expensive way to gather quantitative data since it was done online. Survey details
- 100% of participants would be willing to send back an empty packaging in order to make an environmental impact.
- 66.7% would send back an empty packaging for -10% off the next purchase and 33.3% answered maybe.
- The design of the initial stepper hierarchy is causing confusion.
This means that the common region principle needs to be applied also adapting high color contrast to acknowledge low-sighted users would be preferred.
- The majority of participants would send back empty packaging for recycling purposes only if the shipping cost is already prepaid.
- The majority of participants would click on the “Learn more” button before “Get -10% off the next purchase”.