Research + design of a lifestyle e-commerce website | koterïe
Company
BurdaLuxury is an Asian independent media house with successful regional publishing brands in lifestyle and luxury.
The Problem
Despite the abundance of small e-commerce brands in Asia, there is an absence of a one-stop e-commerce marketplace that allows customers to buy well-curated designer jewellery and home decor (J&HD) products. koterïe, derived from the word coterie which means an exclusive group or inner circle, aims to be this marketplace for customers.
Timeline
1 month
Completion Date
Aug 2021
Role
UX Designer
Scope of Work
UX Research, UI Design, Prototyping, User Interviews, Usability Testing
Goal & Objectives
How might we design a seamless multi-vendor e-commerce web platform so that users can purchase well-curated Asian J&HD products on one platform.
Evaluate whether users are interested in purchasing Asian J&HD goods online.
Understand what people look for when purchasing premium Asian J&HD online.
Design for a J&HD e-commerce marketplace.
The Process
1. Research
Validate business idea and evaluate consumers’ interests in purchasing J&HD items online
2. Analyse
Find out users’ needs and motivations when shopping for these items online
3. Design
Translate research and user insights into mid-fi prototypes
4. Iterate
Refine prototype through usability testing
1. Research: Validating the business idea
We conducted desk research and competitive analysis to understand the market gaps, opportunities and threats.
Desk Research
Across more than 20 consumer trend reports, we uncovered current patterns, concepts and ideas in the e-commerce space and sought to get a better understanding of users’ online shopping preferences.
Competitive Analysis
Our CA on other key regional marketplaces revealed that there are many well-curated sites with ethically produced local products in the market.
However, there are some areas that could be improved, such as weak overseas return policies and limited local designer product offerings.
2. Analyse: Users’ habits and motivations
We triangulated our desk research with surveys and interviews, to develop a comprehensive understanding of users’ behaviours and motivations.
Quantitative Analysis
We conducted an online survey across 122 Singaporean users aged 20-50 years old, to understand our target users and to uncover their shopping habits.
Qualitative Analysis
A series of 6 interviews with users aged 20-50, were conducted to gain deeper insights on our users' current habits when shopping for J&HD online.
User Preferences
We used OptimalSort to understand users’ preferences and thoughts better. It was interesting to discover that user’s design preferences and photo quality really influenced the perception of an item as premium.
User Persona
User Journey
To gain an understanding of how the customer experience develops over time, we mapped out the customer’s user journey to identify possible problems that would help to improve the design at each touchpoint.
3. Design: Translating insights into prototypes
With a good understanding of the users’ preferences, motivations and feelings, this was translated to a low-fi prototype.
Landing Page
Category Page
Product Page
4. Iterate
Refined prototype through usability testing, and proposed future considerations.
Usability Testing
With the lo-fi wireframe prototype, a series of 3 usability testings were conducted to receive users’ feedback and to improve features before moving into the hi-fi prototype.
We implemented the quick changes and proposed the remaining content strategy feedback to our client for consideration and future implementation.
Implemented
Hero image
Improved purpose of hero image through complimentary descriptions
Product icons
Improved contrast and visibility of the wishlist symbol
Trust badges
Important feature users were keen to know e.g. hypoallergenic product
Dropdown Cart
Added so users can remain on current page to check the items in bag
Future Considerations
An interactive questionnaire
Allows users to choose who they are buying for and show suggestions accordingly
Gift wrap service
May not be consistent across designers
Consistent photos
Product photos across the website should not differ greatly in tone and style
Reflections
We were able to validate the client’s business idea and employ lean research and design methods, and the client was pleased with the final product, with the intention of furthering and implementing the recommended design.
Using multiple data sources and research methods to verify the client’s and the team’s assumptions was crucial instead of jumping into designing the website immediately.
“In-depth research and analysis. I can see that the team put in a lot of effort and worked well together.”