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FETCH LANE
Sally Sunshine
Sally does her research. When she jumps online to buy a product, she has already spent time comparing brands and suitable alternative products. That means she is the type of customer that needs a way of filtering down search results if she hasn’t already found her product through a predictive search bar.
Q.
How might we help Sally navigate through the Fetch Lane website so that she can search and select a product to purchase with ease?
Seeks to learn more
Buys ethically responsible goods
Price over quality
Researches before she buys
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Educate herself and those around her on ethical buying
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Do her part for humanity
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Continue to make small changes that will help her be ethically responsible
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Seeing waste from mass consumption
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Not easy to find trustworthy information.
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Finding ethical and sustainable products can be difficult.
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It's not yet the social norm to buy ethically.
Supports local/handmade products
Behaviours
Goals
Pain points
With the implementation of a faceted search filter, Sally can be gently guided to finding the product she is looking for without showing up empty handed.
Faceted Search
Categorisation
Due to the change in direction from the business, they hadn’t yet updated their categorisation to reflect the new products online. They were moving from gifting to a complete marketplace.
Information hierarchy
Whilst conducting some of our own expert analysis on the existing site, we noticed that when we clicked on a product we wished to view, the page it landed on looked like a brand page for the vendor and thus, our instincts told us we were in the wrong place. We tested this theory on our users and were able to validate that it in fact, was confusing and the user felt they had been redirected elsewhere.
User & concept testing
Before providing an appropriate solution, we needed to wireframe and prototype the product page for concept testing. Once the necessary information was understood and what order it needed to be shown, these frames were turned into a working prototype. This was then user tested for functionality and any feedback we got, was reflected in the final designs for the client.
Responsive design
While conducting our user research, 67% of users told us they primarily shop on their mobile phones. This insight meant it was important to ensure that the design would work on the dominant platform first and be responsive for other devices second.
Recap
This particular initiative was extremely researched focused despite the barriers we faced around finding participants for user interviews. We got around this by utilising those in our smaller social circles as a proxy for the end carers.
We finished up with a proposed site-map and presented the finding of our work to the clients. They provided us with encouraging feedback and thanked us for handing over a body of work that they could use within the company to bid for higher levels of stakeholder support in and funding.
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