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Key Objective
To strategise a start-up to gain revenue and create a new e-commerce store.
Projects I owned
Providing a business strategy to bring in revenue
VoorpretAtelier: Led strategy to ensure start-up gains a steady montly income and prevent business threatening scenarios.
Facilitated workshops to understand user's motives & goals
Strengthening the voice of the customer by allowing interviewees to dictate what they wish to obtain from e-commerce stores.
Emerging tech to help sell items online: Augmented Reality
Initiating new innovative technologies to help Voorpret stand out from the over-saturated market: Augmented Reality.
Overview
A B2C E-commerce platform that ensures users safely browse and buy handmade home decor.
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Role
VoorpretAtelier: Monistising, UX research, ideation and Design System
Duration
3 months
Deliverables
UX research, Architectural Information, design and tested website for desktop and mobile.
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Business Goal
To gain revenue and an audience by selling hand-made home decor online
VoorpretAtelier's aims to produce a catalogue of hand-made high-quality home decor items. Affordable in price and use the latest emerging tech to help sell plates, mugs and trinket trays.
Success metric: increased revenue, items bought
User Goal
To browse through a catalogue of hand-made home decor and safely pay online
We want to ensure that users seamlessly browse through a modernised e-commerce store.
Success metric: Sentimental Score, Net Promoter Score, Time-On-Task
Overview
A functioning e-commerce website that implements AR to sell hand-made home decor.
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E-commerce allows users to filter catalogue to their reference.
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Desktop & mobile responsive.
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3D renders help visualise the item, along with Augmented Reality.
Problem
VoorpretAtelier has never sold an item before. Item shipped to me was still wet...
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The team at VoorpretAtelier have never sold and delivered an item before.
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They have prior experience in making established and consistent brands.
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I predict the team have seen online tutorials to create these items, may be too eager to sell and could sell items in an incomplete state.
VoorpretAtelier's packaging for Trinket Tray items. This further strengthen their brands thesis "High Quality and Hand Made"
A FMEA (Failure Mode and Effects Analysis) chart I created figured out some of the worst case scenarios that Voorpret could encounter for their business.
Ideation
Prioritise quality control of products first, then create e-commerce website.
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Take lead to make sure that Voorpret team can produce a hand-made item in a complete state.
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Workshop scenario proved my hypothesis to be correct: Voorpret's eagerness to deliver quickly resulted in item being incomplete (concrete not set properly: still wet inside).
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Producing a functional catalogue on Etsy to gain revenue promptly whilst website is being made.
Elephant Carpaccio: Highlighting the most urgent tasks to achieve in this project and mapping out the Product Road Map.
Profit
Voorpret sells on Etsy whilst website is built. Profits increase by 200%
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Users claim Etsy is their standard platform for hand-made items.
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I strategised that Voorpret must start on Etsy to gain practice distributing items whilst turning a profit.
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NPS for Voorpret's brand increased to +87% with an average of 5 star ratings.
Figure: Screenshot from Voorpret's Etsy page. Catalogue is now functioning and ready to be placed into website.
Ideation
Create a high-end e-commerce store using emerging tech.
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3D renders were used to help show the user the dimensions and show 360 view of product.
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Combine the hand-made aesthetic with a polished high-end e-commerce store.
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Augmented Reality has been implemented to allow user 'try before you buy' and to stand out from saturated market.
Adobe Aero workshop: attempting to create renders of the catalogue and allow users to place them into their locations.
Competitor's Analysis on High-End E-commerce Home Decor store. Highlighting what features to implement for Voorpret's new product.
Facilitated Workshop: Allowing users to place catalogue items into a model flat of their choosing.
Ideation
Allow users to navigate catalogue through cultural occasion, item and room within house
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Users would often buy new decor when moving into a new property
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Shopping by room was implemented due to workshop (decorate your own flat)
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Social media features will also be implemented to help increase sales.
Figure: Architectural Information and User flow from Organic Search to Order Complete.
Ideation
Mobile version has different user flow; Augmented Reality
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Desktop version is prioritised; 87.5% of users claim desktop is their standard device.
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Klarna and PayPal are payment methods users highly recognise from other platforms.
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Users may need onboarding guidance for AR feature.
Figure: User flow for mobile version. Including AR feature as an option.
Desktop Prototype
Allow users to filter catalogue through price, colour and size. User goals succeed 100% in user testing.
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Price and delivery time were user's main concerns.
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Clear actionable buttons to ensure users make progress to checkout.
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Filtering system and other recognisable features from other established platforms make certain that users can use lo-fi with ease.
Figure: Graph showing the user tasks given to the 5 candidates.
All tasks were completed with a 100% success rate.
Mobile Prototype
Mobile version has a lower success rate; users unversed with AR
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1 out of 5 of users found AR feature, by accident...
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The individual expressed confusion not knowing that AR feature is shown, they mistaken feature for film footage gallery.
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Users' Click Error Rate increased to 34% due to candidates trying to find AR feature.
Figure: Graph showing the user tasks given to the 5 candidates. Tasks were completed with a 77.7778% success rate.
Iteration
Onboarding product tour help guide users through AR segement
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User flow now introduces an interactive 5-step flow tutorial.
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Onboarding highlights AR features in a clear manner.
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Users express their gratitude for quick tutorial, Customer Satisfaction increased by +70%.
Figure: User flow focusing in AR segment: stressing the onboarding process to guide user through AR.
Iteration
Visual tutorials and walkthroughs increase success rate by 147%
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Icons changed to highlight Augmented Reality function
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An interactive 5 step flow tutorial guides the user through the AR UI.
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Error rate decreased for AR segment dropped 23% down to 4%
Figure: Graph showing the user tasks given to the 5 candidates. Focus in the Augmented Reality segment.
Prototype Iteration
First Time Users claim checkout section is too long. Iterations use a wizard to help with progression.
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A new set of candidates were also tested to ensure FTX can use interface.
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Check out uses a checklist and step-by-step to help with completion.
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The Abandonment Rate is 60% with Order Completion having a 25% chance.
Figure: Flow showcases the current Check Out process. Shipping and Billing Addresses have dedicated pages which slows down the process.
Figure: Graph showing Abandonment Chance vs the Checkout Completion Chances.
Decrease the number of pages for order completion lowered abandonment rate by 133%
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Drop-down menus help minimise amount of pages from Cart to Order Completion
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Time of task completion decreased from +30secs down to 15 secs.
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Onboarding checklists ensure users complete input fields for correct information.
Figure: Cart page now hosts the item, Shipping & Billing address: cutting down pages from 5 to 3.
Figure: Graph shows the Check-Out completion increase by 133%, as Abandonment Rate drops down 142%
Design System
Earth tones evoke sustainability, which contributes to user's goals
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Subtle micro animations elicit a high-quality brand
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Combine the hand-made aesthetic with a polished high-end e-commerce store.
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A combination of line work and 3D renders help users browse items in-depth
Sample of Design System to help shape VoorpretAtelier's new product.
Micro-interactions and animations
Animated icons help increase sentimental score and onboarding experience
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Subtle 2D micro-interactions act as onbaording experience for users
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Voorpret's hand-made step-by-step procedure is shown through storytelling
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Users express their intrigue towards animations, increase Customer Satisfaction by +70%.
Animated hover animations for Voorpret's icons: Added to cart, Tap, Delivery, AR and Filter
Hi-Fi Desktop
Using 3D renders to showcase hand-made home decor items
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3D rendering allowed me to quickly distribute high-quality stills for the website.
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Voorpret's photography considered too poor to be on Home Page of website.
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Sutble animations for locations and icons help with storytelling element of brand. Users expressed their admiration towards this approach: increased NPS to +90.
Hi-Fi Mobile
Mobile version is prefered by users; Augmented Reality increase chance of complete payment and NPS
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Cards, tiles and panels are heavily used for navigation on mobile device: brings S.U.S. to score +75.
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Drop-down menus helped prevent Click Rate Error from increasing past 4%.
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Time-on-task on average scored approx. 3mins to Order Completion.
Hi-Fi Results
Users agree that Voorpret successfully combines hand-made decor with a high quality e-commerce experience
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Colour scheme passes WCAG AAA.
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Augmented Reality and 2D animations are highlights of the experience, according to users.
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Users claim our approach has successfully combined hand-made with emerging tech.
Overview
Helping VoorpretAtelier create their new business was an engaging experience. Using interactive workshops to obtain new forms of data allowed for new skills to be obtained, as well as truly understanding the true motives of the users.
Combining sustainability and minimalistic design gave an overall upper hand against the saturated market, alongside the functioning AR.
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What I personally learnt from this project:
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Augmented Reality with Adobe Aero
Behavioural Biases when users buy home décor
Common e-commerce standards
Interactive workshops (Card sorting)
Understanding subconscious motives