Pride Mebel
The responsive multi-page website of a company engaged in furniture tours to China since 2008.
Role:
concept, research, design
Tools:
Figma, PS, AI
Duration:
3 months
Problem
The cost of high-quality furniture in Russia, the USA and other countries is often many times higher than in China. People don't want to overpay and they need a service that allows them to get quality for reasonable money.
Goal
To make a website that reveals all the advantages of furniture tours to China over traditional shopping for a lot of money.
Key pain points
1
People don't want to overpay for furniture.
2
There are certain prejudices about goods from China.
3
Not everyone is ready to go to China for the sake of new furniture.
4
People are afraid of an unfamiliar country and a foreign language.
Age
34
Education
Bachelor's degree
Location
San Diego, USA
Family
Married, 3 kids
Occupation
Bartender
Typical User Persona: Olivia
«I want to collect the best furniture for my family!»
Olivia is a bartender from San Diego who lives with her husband, 3 kids and a dog. They have a large house, for which it's necessary to buy new furniture from time to time. Olivia is a very thrifty housewife who wants to save the family budget and is looking for good furniture at an affordable price.
Goals
- To understand the types of furniture.
- To save the family budget.
- To control the selection and delivery process.
Frustrations
- Furniture in the USA can be very expensive.
- I don't like paying over the usual price.
- Long delivery can cause damage to furniture.
Wireframes
A huge number of different versions of paper and digital wireframes have been developed. I tried to discover the best ways to solve the problems of optimizing the structure, navigation and content. All this is done to ensure that the user reduces his concerns to a minimum and as a result receives a thoughtful service that meets all his needs.
72
paper and digital wireframes in total
Prototypes
I have prepared a set of clickable prototypes with low and high fidelity, which demonstrate how the user will navigate through the pages and screens of the tablet/phone versions. This approach simplifies the understanding of the customer and stakeholders and gives a clear picture of the user's path before the start of the layout stage.
Navigation through clickable prototypes revealed a number of weaknesses of the chosen concept. I managed to see obvious errors and significant shortcomings and eliminate them in time.
Usability study: findings
These are the key results of the usability study.
1
It's important for many to know what guarantees the company provides.
2
A step-by-step description of the tour helps to answer 75% of the questions at once.
3
For many people, the question of price is crucial when making a decision.
4
Reviews that can be evaluated visually (photos and videos) are the most popular.
Mockups
After analyzing the results of the study, I came to the conclusion that the maximum emphasis should be placed on the user experience acquired by other people. As for the step-by-step description of the tour, it should be extremely clear, unambiguous and informative. All layouts have been edited to the state of the final versions.
Main page (fragment).
"About" page (fragment 1).
"About" page (fragment 2).
Layouts for tablets/phones (fragments).
Conclusions
It's very difficult to fight against prejudices and biases. It's even more difficult to change habits that have been formed for years and even decades. However, user experience is a very manageable quantity and it can be influenced by having the necessary data.
a Quote from user feedback
I'm sure it should work! And it will work time after time!
