Preference Badge Filter
The Final Challenge
The final Challenge was to a two week sprint using UX/UI Design to solve the business problem for a major Online Recommerce business. The primary task was to solve the problem of facilitating users communication back and forth through chat to arrange, schedule, and set the location for the local exchanges and meetups to complete a sale.
Using the Four Stages of the Double Diamond Standard of Design Thinking I will use data to uncover the areas of opportunity and deliver the proposed solution for this challenge.
There are many steps that go into an online arrangement for a sale to take place at a physical location. Secondary Research was needed to obtain a better grasp of the overall start to finish process and the pain points for the current user's experience. Value from Secondary Research was the discovery that the e-Commerce economy has seen differences in consumer spending habits since Covid. There has been a higher demand in safety measures from Recommerce while still desiring to supplement income and contribute towards community have taken a rise.
Using the Lean UX Canvas a clearer perspective of the Business Outcomes with local Meetups vs. How do we get there helped with not ideating on features, which can be very tempting at first, but grouping the business problem that in turn is the Users problem as well.
The Competitive Feature Comparison Chart illustrated through indirect and direct competitor analysis the Opportunity for Design in Innovative Remote Safety and Innovative Tracking Communication.
Qualitative & Quantitative Data
The Quantitative Data questionnaire was based according to findings from the collective data. Out of the 49 surveys, 90% completed their Recommerce transactions through Local Meetups, while 85% wanted safer options for local meetups since Covid.
Qualitative data was gathered from six Users with varying age and demographics. All six Users were parents who both bought and sold on the e-Commerce platform. The experience with flakes when meeting locally and with personal safety was unanimous across the board for the Users interviewed.
Affinity Mapping gathered the findings from the Discover Stage to reveal the three major pain points through grouping. The Safety of Local Meetups, Communication with buyer & seller for meetups to complete a transaction based on preference, and the Scheduling/Arranging of local meetups location were the three major pain point groups gathered from data.
Value Proposition Canvas-Customer Profile
Social and Emotional Jobs to be Done outweighed the basic tasks of buying or selling an item, based on the Users experience. The ease of use and the negative aspects like flakes and safety concerns would inevitably detour the User to a different resource/e-Commerce site to have their Social and Emotional Jobs to be done to be fulfilled as well if not addressed properly.
Although four User Personas formerly created were supplied by the Business, a User Persona was created beforehand resonate to the data collected. Her name is “Molly the Mother,” a married mother of two children. She personifies our Majority User Group gathered from data, that is a parental figure that both buys and sells using e-Commerce sites to buy and sell goods locally through local meetups. Her motivations for using e-Commerce is not only making extra money for her household, but to also contribute to those in need in her community and to find local deals on items her family needs as well. Using e-Commerce for connecting to other Users makes the avenues to meet her physical, social, and emotional needs possible. Although she likes the convenience of an app to direct her locally to meet her needs, she is frustrated with the communication and arrangement of local purchasing from other Users. She is also concerned for her safety while conducting local meetups, especially since Covid.
The value from the current User Experience compiled into the As-is Scenario redirected the focus on feelings and thinking aspects of the pain points to ensure that the full User Journey was addressed. The feelings of uncertainty with resulting feelings of anxiety and fear were directly resulting from back and forth chat for finalizing sale and also local meetups arrangement and safety precautions.
User Journey Map
“Molly’s” User Journey Map resembled the As is Map in a more visual component. The three major pain points for Molly emerged in communicating with the seller before purchase, scheduling pick up, and finalizing the sale when at the local meetup.
3 Problem & How Might We Statements
Using the data from the User map the 3 Problem & How Might We Statements were formed to start forming the solutions in the Develop Stage.
Problem Statement #1:
The buyer is feeling excited to find an item but is questioning responsiveness & reliability when having to chat back and forth about availability, quality of the item, and price flexibility with the seller.
How Might We…ensure responsiveness of Buyers inquiries with immediate responses towards availability, quality, and pricing?
Problem Statement #2:
The buyer is feeling frustrated with the process of “back and forth” chatting with the arrangement of time, day, & location of the item with the Seller while feeling anxious about the safety of location & Seller.
How Might We cut the back & forth chat with the Seller when dealing with arranging time, day, & location for the item?
Problem Statement #3:
Buyer is feeling anxious about finding Seller & item once at the location and personal safety once at location.
Brainstorming practical solutions under the Problem and How Might We Statements ensured directly impacting the problems at hand, while not veering into a far off land while Ideating. There were a total of 30 ideas from ideation.
Impact vs. Effort Chart and MoSCow Method
The Impact vs. Effort and Moscow Method Chart tool categorizes the brainstormed ideas from ideation into four separate categories. Must-Have, Should Have, Could Have, and Won’t Have. The Must Have’s were aligned with not only what the Users wanted but the initial goals of the Business’ goals as well. The Hightest Impact with Lowest Effort are preset selections, preferred availability with time,day, and meetup location, as well as sync of items displayed for products and services based off of both Buyers and Sellers Preferences.
Value Proposition Canvas-Product Market Fit with Features
The Value Proposition Canvas-Product Market Fit narrowed the focus on the business benefits with the prospective new features fit within the market, and the pain relievers, gain creators, and Jobs to be done associated with the new feature. Saving and/or Making extra money through local exchange, Reliability & Timeliness of Local Exchange, Safety & Security of Local Meetups Exchange, and Community Involvement.
Most Viable Product
Overview: Before moving to the MVP lets recap the Problem & HMW Statements for our Users.
- Communication with Sellers through chat back & forth through app
- Scheduling and arrangements of Local Meetup locations
- Reliability, Safety, & Timeliness of Local Exchanges
- In app help limiting chat back & forth for sale at Local Meetups
- Help facilitating Scheduling and Arranging Locations for Local Meetups Sale
An innovative supplemental feature on the Offer Up platform that allows the buyer to easily communicate with the Seller to safely and quickly complete the purchase and local exchange for the desired item/goods.
A feature that coordinates & communicates with both buyer & seller to share preferred locations and availability to quickly and safely exchange the item for purchase.
Jobs to be Determined
Main Job Story:
When buying locally on Offer Up, a Buyer wants to easily communicate with the Seller to safely & quickly arrange scheduling, and setting location, so that they can safely and securely complete their buying transaction locally.
This makes the Buyer feel relieved and satisfied when quickly completing their purchase.
Main Feature Story:
When buying locally on Offer Up, a Buyer wants to clearly communicate their preferences on Local Meetups to quickly and safely exchange with the Seller and to obtain the item of purchase.
This makes the Buyer feel empowered and positive.
User Flow Chart
The User Flow Chart showed the Buyers “Happy Path” of using the new feature using content with decision logic to show the users onboarding, local pickup options and finally successfully coordinating with the Seller through the preferred Local Meetup that was chosen and predetermined for selection by the Seller. The User Flow Chart also assisted with ensuring that the correct correlation of screens would be made in the deliver stage to show the Users journey with the new feature. After the use of this tool I learned how valuable the tool is to transfer to Figma while building out Prototypes. I struggled with minimizing the screens for each flow due to the buying and selling of the User journey.
Visual Research & Benchmarking
Although there was a Design System already in place with the current site, the feature needed to have the same design language as the current features on the site. Using Mercari and Offer Up I used comparisons to build the Lo fi Prototype.
Entering the Deliver Stage the Lo-fi Prototyping consisted of 5 Usability Testers with 75% Misclick Rate. Quantitive data from a User “It’s simple…I like that…” Although Users expressed an ease of use deeper investigation was needed to find out the cause for the Misclick rate. When I found that the Users were expecting transition screens after selections I decided to preserve onto Midfi’s.
Usability Tests with 5 Users resulted in 100% Success Rate with Users stating “It was too easy, like it was a trick.” and that “If I didn’t get this right I need to be checked in somewhere…”. Since all the Users complimented the ease of use I decided to take this factor directly into creating the Hi-Fidelity Prototypes.
Although the Brand Attributes were already established with the app as well, I wanted to resonate the personas and data behind the reasons this User group uses Offer Up primarily. The feature would need to have the Brand Personality of being Honest, Reliable, Trustworthy, Secure, Openness, Neighborly, and Community.
The Mood Board was also not required but I wanted to have Usability Testing to see if the image and Brand Personality were aligned and sending the same design language as the current brand has.
The creation of the Preference Filter and Badge Indicator was presented to solve the scheduling, arranging, and setting locations for both of Buyer and Seller using Local Exchanges. Preference Filter offers new options for local exchange like Delivery & Lockers/Flex Rest, as well as displayed Porch Pick Up times and preselected Meetup Locations to choose from.
Success & Failure Metrics
Success would be reflected by growth in memberships, high DAU, low churn rate, positive reviews, increase preference filter usage and more ease of use with scheduling local meetups. Failure would be reflected by decrease in memberships, low MAU, high churn rate, negative reviews, decrease in preference filter with Users and scheduling of local meetups, and negative profit margin.
Next Steps in the process will be to further build out the Preference filter to provide all the usability and functionality for each filtered preference. Building screens to coincide with scheduling delivery, porch pickup with an interactive map and alerts, and locker/flex rest and then conduct Usability Testing from Prototyping. Further data analysis after Covid to see if the filter still fits Users needs post Covid as well.