FimiMall
How might we redesign the delivery process of shopping platform that optimizes user experience?
THE COMPANY
FimiMALL is a shopping search platform for fashion that allows you to search, compare, and buy from multiple stores in one cart and provides efficient 5h to 72h delivery from store to home.
Their mission is to make fashion shopping easier with a vision of making all fashion products searchable and accessible.
THE CHALLENGE
FimiMall is a virtual shopping mall that delivers to your front door.
Our challenge is to design a delivery tracker for orders with multiple deliveries that allows users to follow along in the process.
TIMELINE
Jul 2023 - Sep 2023
ROLE
UX Researcher & Designer
TEAM SIZE
10
How might we make the delivery process as easy and seamless as possible so that FimiMALL can branch out to more users?
01.
Empathize
02.
Define
03.
Ideate
04.
Prototype
05.
Test
CONSTRAINTS
Limited Time
For this project, we were only given 3 months to perform end to end UX design process. Because of this, we focused on designing a UI for the checkout to delivery process.
Empathize
-
Who are our users?
-
What are our research objectives?
-
What did we find out?
USERS
Our current users are mainly from the film industry in Toronto. Our target users are busy individuals such as working moms.
RESEARCH OBJECTIVES
Discover what users like/dislike about the delivery apps they use
Learn why users choose certain delivery apps over others
Uncover what pain points users experience when they use delivery apps
Learn what users think makes
paying for delivery worth it
RESEARCH METHODS
-
Stakeholder Interviews
-
User Interviews
-
Usability Testing
STAKEHOLDER INTERVIEW FINDINGS
Motivation & Inspiration
-
They SHINE by saving people time and addding convenience in their lives
​
-
Ubereats and Instacart are big inspirations
Competitors
-
Amazon
​
-
In-Store Shopping
UI Goals
-
Less steps. Less clicks.
​
-
Clear steps for the user to be updated and notified- easy for company to keep tabs on the process
​
-
Each step shown- “You get to know who the driver is and where they are"
​
-
User friendly & intuitive with short steps
How they want users to feel
-
Satisfaction of something easy to use/saving time
​
-
Happiness they get from shopping
​
-
Relief of having something off their plate
INTERVIEW FINDINGS
Practical (Financial/Time)
-
Users need to feel like the money they spend on deliveries is worth it
​
-
They don’t like feeling lazy when they order delivery
​
-
Users are frustrated when they have to pay for shipping and it doesn’t arrive quickly
​
-
Users are willing to pay a little more for shipping when the delivery time is quick and guaranteed
Emotional (Satisfaction)
-
Users like delivery apps so they don’t have to leave their house all the time
​
-
Mom’s mentioned how difficult it is for them to leave the house or bring their children along errands
​
-
Users feel good about using delivery apps when they save them time
​
-
All interviewees mentioned that they enjoy online shopping
​
-
Top reasons for enjoying online shopping were: convenience and selection
Pain Points (Task related challenges)
-
Interviewees reported frustration when drivers have dropped off their deliveries to the wrong location
​
-
Users mentioned a big concern is not being able to get ahold of their delivery drivers
​
-
Some reported having packages stolen in the past, because of this, they want to know exactly when deliveries will arrive
Define
-
How we can solve these problems?
-
What must we include in our design?
SOLUTIONS TO PROBLEMS
Communication
-
Instant and clear communication
​
-
Use of icons and color to communicate progress
​
-
Communication with pictures
​
-
Delivery Instructions
Visible delivery process
-
Delivery time by each product as they may not all arrive at the same time
​
-
Able to see the delivery process from beginning to end
​
-
Notifications for each step in the delivery process
Order urgent level
-
Option to get items faster for an extra charge
​
-
Timeframes for users to know when to expect order so they can be nearby
​
-
Updates for each step of order and for delays
DESIGN REQUIREMENTS
Real-time tracker with notifications
Picture of orders when delivered
Ability to message and call delivery driver
Ability to specify delivery instructions
Colors and icons that communicate delivery progress
Ability to pay for faster delivery
Ideate
-
Sketches
-
Wireframes
SKETCHES
WIREFRAMES
Prototype
-
High-fidelity prototypes
PROTOTYPES
Test
-
How do users feel using our new designs?
FEEDBACK
Users liked that they could follow along and knew exactly where they were at in the delivery process- they really liked the progress bar. Users also mentioned that they liked that they could find each order grouped together while finding each deliveries. Users felt like the process was easy and simple.
REFLECTIONS
This project was exciting to me as a chronic online shopper who orders delivery way too much. The people I interviewed enjoyed sharing their opinions on delivery apps, which made it extra enjoyable for me.
This was my first real project and I learned so much. One of the my biggest learning lessons was to spend time sketching and testing out wire frames before I dive into prototyping. I really learned how much of a perfectionist I am when I got into prototyping. As much as I enjoy spending time on meticulous design, I need to manage it well so I don’t end up spending too much.