Pet-tential
E-commerce website design for shopping pet food and suppplies
Concept client:
Pet-tential Sydney-based groomer and retailer of healthy pet food, toys, and pet supplies. Team: Steven Peng Duration: 2 weeks |
Skills used:
Software used:
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The challenge
Design the e-commerce experience to Pet-tential’s website taking into account the information architecture of the website.
The approach
Design approachThe classic double diamond approach by the Design Council was used in this project.
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The research phase
Card sorting - how to organise the information logically?
Conducted card sorting with the top 75 selling products that will be available for purchase online
Results
With user feedback, it was clear the three sub categories of Food, Care & Treatment, and Accessories were logical and understandable.
In addition, Pet-tential’s small shop appeal differentiates itself from the larger pet stores with many sub-categories
- Team of designers - Many different sub-categories similar to what we know at large pet stores, not what Pet-tential are after
- Team of designers - Three different sub-categories under each animal. More structured, understandable and consistent
- Open card sort with 11 users - Many different sub-categories
- Closed card sort of three different sub categories with 12 users - 11 users agreed that they were appropriate and understandable
Results
With user feedback, it was clear the three sub categories of Food, Care & Treatment, and Accessories were logical and understandable.
In addition, Pet-tential’s small shop appeal differentiates itself from the larger pet stores with many sub-categories
Personas
The following personas were provided and the user flows were created from the information provided.
The design phase
Create a shopping experience that meets the needs of all the personas
- Dog and Cat guides with recommended products
- Dog & Cat expert partnering with Pet-tential to write the guides and answer questions both in-store and online
- Cross marketing with expert to be in-store on Saturdays for 2 hours
- Subscription feature added for repeat orders
Prototype - click to enlarge
Usability testing
- Paper prototype
- Clickable prototype
- 2 rounds of usability testing (Paper and clickable prototype)
- Iterative design after each round
© 2018 Steven Peng