Turn user insights into a meaningful e-commerce platform design
Intuitive Interface & Interaction to Solve Online Shopper's
How can we implement the solution to improve online shopping experience?
Client: Whim
whim is a start-up company which I joined as an User Experience Designer. I analyzed user needs and behaviors. And turned them into a design solution.
We discovered a pain point of shopping online: unreliable product review. To solve it, we provided an intimate experience with live-streamed product reviews. The goal is to help users finding THE product they need.
🎯Target users: Millennials and Gen Z
Problem with Product Reviews...
Online shoppers need a more informative way to learn about products before purchasing. Traditional product reviews are often unhelpful because they are often biased or outdated.
Solution to Help Online-Shoppers...
Provide a summary of the key points from each review: This would allow users to quickly scan the reviews.
Highlight reviews that are written by real people: This would help users to identify reviews that are more likely to be trustworthy.
Allow users to ask questions about the product: This would give users the opportunity to get personalized advice from other users or from experts.
Project Scope
My Role
UX & UI Designer
Main Contributor
2 UX & UI Designers
1 Project Manager
Low-Fidelity Wireframes
High-Fidelity Wireframes
Adobe XD
Online Shopper's Journey to Find "The" Product
"As an online shopper, I want to read as many product reviews as possible to ensure that the product meets my specific needs."
Pain Points
Time consuming
Biased or non-real human reviews
Lack of specific product information
Why is Live Product Review Important?
Qualified reviewers: The reviewers should be knowledgeable about the product and should be able to provide honest and unbiased feedback.
Use visuals: Visuals, such as product demos or customer testimonials, can help to make the live product review more engaging and informative.
Increased sale: Interacting with the audience can promote sales and help answer their questions
Concise reviews: People are more likely to watch a live product review if it is short and to the point.
Communicate the Product:
User Interaction
How might we communicate our service through design?
Does the Interaction Make Sense?
User Flow established HOW and WHAT we deliver to the user. We could not skip this step before jumping into the shiny designs.
The flow resembles how users interact with our MVP, the Live Product Review video feed.
View Full User Flow>
Heatmap Analysis for Structuring User Interface
Users were most likely to click on elements that were within easy reach of their thumbs. Not everyone wants to hold the phone with two hands.
View Full Wireframe >
Design to Drive Business Growth
How might raise funding for the company?
Brand Establishment
We partnered with marketing team to create a logo and color scheme. The typeface was still under development, but it helped to establish the information hierarchy.
Teamwork Makes the Dream Work
To build out the MVP prototype with a time constraint, we divided the screens among the designers. Each designer was responsible for creating a high-fidelity prototype of their assigned screen.
Easter Eggs in Workspace
Aww I miss dropping random pictures in Figma to surprise my teammates.
Secured company funding in a timely manner
The prototype we built was a vital piece in our journey to secure funding for the company. It closely resembled the MVP, and we projected a 15% increase in funding. I wish I could have stayed to see the product grow, but unfortunately, I have to move on to other opportunities.
Perfect Design System does not exist.
I found myself falling into the hole of making the system perfect. It's an ever evolving organism. A "perfect" design system is not adaptable to changes.
Future Opportunities
Conduct user research on online shopper behaviors
The next step I would like to take is to learn more about user shopping behavior. Unfortunately, the company's priority at the time was to raise funding with prototypes, which meant we didn't have the resources to conduct research.