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Apparel and accessories retail e-commerce in the U.S. is projected to generate over 138.7 billion U.S. dollars in revenue by 2022. As the number of e-commerce websites increases, so does the number of choices that online consumers have to sort through. Since the price of a product is not consistent across all websites, consumers have to put in a lot of time and effort in order to find the cheapest available option.

Pricelist offers a price comparison platform for customers to have a rational consideration for their purchases.

 

Pricelist

Time frame: 2 months

Team Member: 5

My Role:

  • User Research

  • Information Architecture

  • Visual Design including wireframe and prototype

 
 

Understanding

We wanted to perform both user interviews and contextual inquiries and identify the differences between what users say they do, and what they actually do. During user interviews, we asked users questions such as "Walk me through the last time you purchased an online product". 

To consolidate our research into actionable design decisions, we created an affinity map from our insights. As a group, we then used this affinity map to brainstorm reasons behind user behavior and attitudes.

 
 

Contextual Inquiries

Current User Interface:

Current User Interface:

 
 
 

Persona

To better understand user’s needs, we created user personas to represent our prior synthesis. We also decided to create Jobs To Be Done (JTBD) in order to outline the main problems we found with the online shopping experience. As we moved forward with designing mockups later, the personas and JTBD served as a reminder of the research insights we uncovered.

 
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Ideation

A strategy we used to capture our research insights was creating storyboards, with our personas acting as characters in the scenes. This was later used by the design team to visualize how users would interact with the product, and what scenarios the product might be used in.

 
 
 
  1. “Browsing For Deals.”

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2. “Finding A Specific Shoes.”

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Design Process

User Flow: First we created the user flow that shows how the user completes the purchase flow.

 
 
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Wireframe:

Based on the task flow, we created the wireframes as below:

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Final Design

Enjoy!

 
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