My Role Duration
User Research: Conducting Interviews, Usability Studies November - December 2022
UX Design: Wireframing, Prototyping, Responsive Design
UI Design + Iterations
PROBLEM
Available online cat food websites have cluttered navigation and confusing meal plan options.
THE SOLUTION
A user-friendly website that provides clear navigation and a simple user flows for new cat owners.
Process
Design thinking process
User Research + Interviews
Users aren’t getting the most out of their shopping experience.
I conducted user interviews, which I then turned into empathy maps to better understand the target user and their needs. I discovered that many users shop for cat food online to skip the hassle of running around town to pick up their cat's food every time it finishes. However, many cat food websites are overwhelming and confusing to navigate, which frustrated target users, defeating the purpose of a quick online shop.
Can you describe your experience when you shop for cat food online?
How long does it take you to decide on a specific product?
What challenges do you face regarding your shopping experience?
Is there any way in which you feel these challenges could be resolved?
Pain points
The main issue users are facing
Based on the generative research, I found three key insights about users and their experiences.
Navigation- Cat food website designs are often busy, which results in confusing navigation
Interaction- Online shopping websites don’t provide an engaging shopping experience
Persona + problem statement
Problem statement: Scott is a busy professional and new cat dad who needs intuitive website navigation and custom meal plans because he wants to order the best-fit food for his cat in a timely manner.
user journey map
I created a user journey map of Scott’s experience using the site to help identify possible pain points and improvement opportunities.
site map
Simple navigation is key
Difficulty with website navigation was a primary pain point for users, so I used that knowledge to create a sitemap. My goal here was to make strategic information architecture decisions that would improve overall website navigation. The structure I chose was designed to make things simple and straightforward.
Wireframes + Lo-fi Prototype
Moving from paper to digital wireframes made it easy to understand how the redesign could help address user pain points and improve the user experience. To create a low-fidelity prototype, I connected all of the screens involved in the primary user flow of going through the meal plan quiz, adding it to the cart, and the checkout process.
Testing + Improvements
Changes in my designs
the final screens
The final product
The Style Guide
impact + Lessons learned
What I would do differently next time
Target users shared that the design was intuitive to navigate through and more engaging with the meal plan quiz.
I learned that even a small design change can have a huge impact on the user experience. The most important takeaway for me is to always focus on the real needs of the user when coming up with design ideas and solutions.
next steps
If I were to continue this project I would do a follow-up usability study on the website to identify any additional areas of need and ideate on new features.
Thank you for reading!
For more work inquiries email me at imanmuawiakhan@gmail.com