I used comparative research with similar companies using SWOT analysis and user interviews with five people with an age range of 26-60 who frequently online shop through websites or apps.
Through competitive analysis of Target, Walmart, Amazon, and Lowe's, I evaluated best practices and areas for improvement to inform and enhance my design decisions.
Strengths: They all have their own private label on products in their store with the focus being on same quality for a lower price.
Weaknesses: Online only stores lack in person comparison and sponsored products may not always reflect quality or trsutworthiness.
Interview Findings: All five participants compare products in person when they shop in store, while only three said they use some sort of tool online. All mentioned price is the biggest deciding factor on what product they buy.
A clear understanding of business and user goals, paired with technical considerations, allowed me to outline critical product needs and proactively address potential limitations.
Currently people who shop find it hard to easily compare products of different brands. This is because it is up to the person to do it themselves which can become time consuming. As a result, they do not make meaningful and efficient comparisons to make an informed decision.
Based on research and interview findings, I focused on showcasing all the possibilities on how the user can arrive on the product page and how often they could interact with the comparison tool.
The findings from interviews and research, I was able to come up with two personas that visualizes the diverse group of people this product would impact and showcasing their brand affinity.
I sketched out layouts and digitally created wireframes of the one that I think would have worked the best. I created a simple prtotype and used the same participants as the interview in order to gain early design feedback.
Since I was designing for an already established brand, my goal was for it to look like it could easily fit into Target's website by keeping the UI.
Based on user testing, not many changes needed for high fidelity. I encorporated the logo, colors, and UI elements to create high fidelity mockup.
.png)
.png)
.png)
I created a prototype from my high fidelity design in Figma. This prototype was sent out to the same participants as in the interview and first testing. All participants were able to complete the task within 15 minute time frame with no errors.
Based on user testing, not many changes needed for the final deliverable; I updated the prototype to make it a smoother experience for users who try it out.
I enjoyed working through this design as it offered me experience with an already established brand. There was some points when designing the final high fidelity screens that were tough because I had to keep that brand identity in tact but I feel achieved with the final result.
If you like what you see and want to work together, get in touch!
nickgonzo615@gmail.com