Curio: UX Case Study for Credible Commerce
In the wake of Fyre Festival, it has become clear that paid advertisement can drastically influence public perception. The promises made online can differ in huge ways from the item that is delivered. We often make assumptions of trust, but the representation can be misleading. Paid reviews, outsmarted algorithms, and misleading descriptions degrade our online shopping experience. These practices are often hidden under the surface, until a major problem occurs.
Problem
In 2018 online purchasing accounted for 14.3% of retail sales, according to the U.S. Commerce Department. Online sales have been growing at an exponential rate, nearly tripling in the past decade. Due to the high volume of sales, the marketplace has become increasingly saturated by a variety of products and retailers. Deciding which product to buy is frequently a confusing and difficult process. One must sift through reviews, make a judgment based on trust, and compare options from multiple sources.
Amazon is by far the most dominant e-commerce platform, accounting for nearly 50% of online sales in 2018. The company has consistently grown, and now accounts for 5% of the total retail sales in the U.S. Amazon began allowing third party sellers in 2006, making them appear to be the marketplace that sells everything. In 2017, third party sellers accounted for more than half of Amazon’s sales. The schemes and techniques some of these sellers use to get to the top of your search results have continued to evolve. Products have better placement in search results based on the amount of positive customer reviews they have. Sellers may hire contractors in foreign countries to buy products sent to fake U.S. addresses, to make fake reviews appear credible. Amazon claims this happens less than 1% of the time. However, other sources report that in some product categories almost 50% of the reviews are fraudulent.
Solution
What originally began as a concept for an online shopping platform, quickly turned into something much different. As I researched e-commerce, and spoke to those around me, I learned there were some serious issues developing with buying online. My solution to this consumer pain point, is an app that provides curated product suggestions and reviews from an unbiased source. By compiling reviews from a team of experts, we can create a single trusted database. An app was designed to launch the brand because it is intended to build repeated and loyal use. As the user-base expands, there is also potential for this service to exist on an online platform.
Research & Survey
I evaluated the positioning and branding of other companies in related industries. I focused on their branding, desktop, and mobile touch points. Because 40% of online sales have been conducted on a mobile device, a figure that is expected to continue to climb, it was relevant to design for mobile (Internet Retailer Online Marketplaces Database and Online Marketplaces Analysis Report).
I also created a survey to better understand how consumers perceive the strengths and pain-points of their online shopping experience. This informed the types of features I would include in my information architecture. Based on my survey, I chose to design this app for the android platform to make it accessible for the widest variety of users.
User Personas
A series of user personas were developed, which focused on specific consumer difficulties. The personas allow the design to better connect with users based on empathy. I would refer back to these throughout my process as a litmus test for success.
Information Architecture
A diagram outlined which functions could be included in the app and how users would access them. I decided that the ability to search for products, their reviews was the most important function.
At first, I included the ability to buy products directly from the app. As I evaluated the information architecture, this was scaled back to narrow the focus of the app. The solution was to redirect customers to a retailer of their choice, after they have decided on their purchase base on our reviews. By narrowing the focus, the user will experience increased clarity. It also allows the company to position itself in a more viable business arena.
Additional supporting functionality includes the ability for users to share products and curate a wish list. Other menu options will accept promotional codes, manage account settings, and receive notifications about special offers on wish list products.
User Testing with Paper Prototypes
I drew paper prototypes to visually experiment based on the information architecture to conduct user testing. By rearranging the sequence of the paper prototype, a sample group of users tried multiple flows. Based on this iterative testing, the early designs could change in a low-risk environment. This process encouraged agile adaptation to trial results.
Wireframes
After prototyping on paper, I translated my sketches to the screen as wireframes. This focused on usability, typography, and iconography. In addition, principles of space and hierarchy were further explored. The wireframing process helped to decide which methods of displaying information were most effective. I was able to test several methods of visual communication, including charts and interactions.
Branding
Branding was an integral part of the design process. I reviewed brand touch points from competitors including logo designs, brand tone, color palettes, and iconography. After compiling my research, I concluded that an abstract logomark paired with a custom wordmark would fit the brand best. I allowed the wordmark and logo to function both together and separately, supporting recognizability throughout a range of responsive applications.
User Interface Design
After receiving user feedback, I began to introduce intentional typography, color choices, and customized icons into the app. I wanted to create a fresh and modern user-interface. My design appeals to users by conveying ease and enjoyment. An important consideration was aligning the UI with the brand logo and tone.
Presentation
I created a high-fidelity prototype including interactions and micro-animations. To attract initial users for the app launch, I created an explainer animation and promotional web design.
