top of page
Pawsome Meals
(responsive ecommerce website)
It's very difficult for users now a days to find a proper organic meal for their pet so to counter this problem I've developed this case study project as a part of my course assignment.
Project Overview
The Project
Pawsome Meals is a ecommerce website that offers organic meals for dogs. The typical user is between 19-40 years old, and most users are working professionals. Pawsome Meals goal is to make shopping fun, fast, and easy for all types of users.
Project duration
October 2022 to April 2023
Project Overview
The Problem
Many pet owners are concerned about the quality and safety of the food they give to their dogs, and are seeking healthier, organic options. However, it can be difficult for pet owners to find a reliable source of organic dog food that is both convenient and affordable.
The Goal
Design a Pawsome Meals website to provide pet owners with a convenient, reliable, and affordable way to purchase high-quality, organic food for their dogs. The website aims to make it easy and convenient for the users.
Project Overview
My role UX designer leading the Pawsome Meals website design
Responsibilities
Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.
Understanding the user
● User research
● Personas
● Problem statements
● User journey maps
User research : Summary
As part of my user research for the organic dog food ordering website, I conducted interviews with our target users and created empathy maps to gain a deeper understanding of their needs. I found that many of our users enjoy online shopping as a way to unwind from their busy schedules, but they often feel overwhelmed and frustrated by confusing and complex websites. This can detract from the enjoyable and relaxing experience they are seeking, making the process more challenging than it needs to be. My goal is to create a user-friendly and straightforward website that makes the process of ordering organic dog food both stress-free and enjoyable for our users.
User research : pain points
1
Visually cluttered
Shopping website designs are often busy, which results in confusing navigation
2
Accessability
Small buttons on shopping websites make item selection difficult, which sometimes leads users to make mistakes
3
IA
Online shopping websites don’t provide an engaging browsing experience
Persona : Vaishnavi
Problem statement
Vaishnavi is a busy college student & pet lover who needs to easily find and order organic pet food online.
User journey map
I created a user journey map of Vaishnavi’s experience using the site to help identify possible pain points and improvement opportunities.
Starting
the design
● Sitemap
● Paper wireframes
● Digital wireframes
● Low-fidelity prototype
● Usability studies
Sitemap
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 easy.
Paper Wireframe
Next, I sketched out paper wireframes for each screen in my app, keeping the user pain points about navigation, browsing, and checkout flow in mind. The home screen paper wireframe variations to the right focus on optimizing the browsing experience for users.
Refined wireframe
Stars were used to mark the elements of each sketch that would be used in the initial digital wireframes
Paper Wireframe screen size variation(s)
Because Pawsome Meals’ customers access the site on a variety of different devices, I started to work on designs for additional screen sizes to make sure the site would be fully responsive.
Digital wireframes
Search bar to search their desired product
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.
Prioritizing useful button locations and visual element placement on the home page was a key part of my strategy.
Easy product options available for users
Digital wireframes screen size variation(s)
Low fidelity prototype
To create a low-fidelity prototype, I connected all of the screens involved in the primary user flow of adding an item to the cart and checking out.
At this point, I had received feedback on my designs from friends of my college about things like placement of buttons and page organization. I made sure to listen to their feedback, and I implemented several suggestions in places that addressed user pain points.
Usability study : parameters
Study type:
Unmoderated usability study
Participants:
5 Participants
Location:
India, remote
Lenght:
20-30 minutes
Usability study : findings
These were the main findings uncovered by the usability study:
1
Category
2
Cart
3
Order completion
Users were unable to find category option
Users don’t have add to cart option while browsing products
Users confused after order complition
Refining
the design
● Mockups
● High-fidelity prototype
● Accessibility
Mockups
Most of the users are having difficulty to find the category option, so instead of keeping it inside the bar I keep it beside the product option so that it is easily accessabile to the users
Before usability study
After usability study
Mockups
Users want to add products to their cart while browsing so I add a “add to cart” button with the products while browsing
Before usability study
After usability study
Mockups
High fidelity prototype
My hi-fi prototype followed the same user flow as the lo-fi prototype, and included the design changes made after the usability study, as well as several changes suggested by my college friends.
Accessibility consideration
1
To create a visual hierarchy that is easy to understand, I employed headings with varying text sizes.
2
To aid in navigation of the website, particularly for individuals who depend on assistive technologies, I incorporated landmarks.
3
I developed the website to ensure smooth access for screen readers by including alt text on every page.
Going forward
● Takeaways
● Next step
Takeaways
Impact:
The users we aimed to reach commented that they found the design easy to navigate, more captivating due to the images, and presented a distinct visual structure.
What I learned:
I gained the understanding that a seemingly insignificant alteration in design can significantly affect the user experience. The primary lesson that I acquired from this is to consistently prioritize the genuine requirements of the user while generating design concepts and resolutions.
Next steps
1
Conduct follow-up usability testing on the new website
2
Identify any additional areas of need and ideate on new features
bottom of page