UXD Case Study: Kensington Market

Vision & Scope

“The Kensington Market is known for its history and multicultural neighbourhood. Our goal and vision was to bring that historical and cultural aspect and feel to our mobile website that the users will enjoy, also to build a prototype that is simple yet easy to use and navigate through.”



Survey and Interviews (insight)

  • Both shop owners and visitors weren’t aware of the existing Kensington market website, except for the tourists.
  • Most shop owners didn’t have a relationship with the BIA, none of them knew their names nor knew how to contact them.
  • The BIA come to visit the shops randomly once in a while.
  • Both visitors and shop owners had issues finding parking.
  • New visitors struggled to find particular shops and attractions.

Affinity Diagram

  • Type of business
  • Demographics
  • Online
  • Marketing
  • Attraction
  • BIA
  • Struggles
  • Growth


Competitive/Comparative Analysis

Define the Problem:

The Kensington Market website does not provide the vibrancy and sense of discovery that majority of visitors go there for. This opens up an opportunity to better capture the cultural, social, and event-based aspects of the market online.”

Solution / Idea:

“A website that exhibits the cultural, social and event-based aspect experienced at Kensington Market in a minimalistic fashion.”


User flow

  • User can easily find what they’re looking for (easy to follow).
  • Minimal steps.
  • Straight forward



Low Fidelity:


Invision (Version 1)



“The users will be able to navigate seamlessly through the website in order to be able to find spots in Kensington Market.”

Usability Test Instructions:

Imagine you’re going to visit the Kensington Market, go through the website and check out the following:

  • Stores and restaurants.
  • Deals from stores and reaturants within the market.
  • Social Media
  • Blogs
  • Historical and cultural background
  • Major attractions around the market
  • Certain Events
  • BIA info

After Testing (findings):

  • Finding stores wasn’t explicit as experience, it could mean anything for a first time user.
  • The users weren’t able to go back to the previous page right away.
  • It was difficult for users to go through the testing scenario as the logo wasn’t clear in the menu to explore and to find sections such as deals, tours etc.
  • The users went back to the pages using IOS process instead of the app instead.
  • The process of elimination was utilized as the home page wasn’t clear.
  • Navigation after home page towards experience wasn’t effective and efficient enough.

Home Screen:

  • Problem — “Enable to find sections of the website right away. Boxes show limited information and logo wasn’t clear on the menu.”
  • Solution — “Social media removed and pushed at the bottom for other sections to be part of the grid. The grid was expanded to fit the entire screen for more space.”


  • Problem — “Unable to go back a page and no trace of where you are on the website.”
  • Solution — “Added breadcrumbs to applicable pages.”


Invision (Version 2)

  • Clean look
  • Better home page layout
  • Use of breadcrumbs
  • Overall better flow


The goal now is to keep testing the prototype to see how quickly users adapt to it, and to see how efficiently they navigate through the prototype when they’re trying to find certain info on the website. Once we get that info, the next step is to improve our version 2 and then do some A/B testing to give us an idea of what the ultimate solution might be.