JoyMate

Sole UX Designer

8 weeks

App Design E-Commerce

Research

An eCommerce app that enable gamers to purchase gaming equipment

Problem

Gamers seeking reliable, high-quality gaming equipment based on customer reviews, with detailed product information and an easy checkout process, fast delivery, and trustworthy customer support.

Goal

Design an eCommerce app called "JoyMate" allows users to purchase the gaming equipment based on other customer reviews with an easy and fast checkout process.

User Research

To understand the needs and pain points of gamers, we conducted in-depth interviews with a diverse group of a video gamers. We initially assumed that gamers primarily sought affordable prices and a wide selection of products.
However, our research revealed that these factors were secondary to product quality, reliability, and customer satisfaction.

We identified several key pain points and challenges:

Lack of customer reviews made it difficult to assess product quality.
The complex checkout process was frustrating and time-consuming.
Insufficient product descriptions left users uncertain about compatibility and features.
Unreliable customer support added to the overall negative experience.

These insights will guide the development of our eCommerce app, ensuring it addresses the specific needs and concerns of gamers.

Users

As the sole UX Designer on this project, I led all user research efforts. This included conducting 10 in-depth interviews with avid gamers to understand their pain points and preferences when purchasing gaming equipment. I developed and refined the interview guide, ensuring it elicited insightful responses about their online shopping behaviors, preferred product information, and desired community features. Analyzing these interviews, I identified key themes and user needs that informed the design of the e-commerce platform and mobile app.

Meet Mike who is a hardcore gamer and technology enthusiast and needs an app that provides detailed product information, customer reviews, personalized recommendations and easy checkout process because detailed description is not enough, customer reviews can give him good perspective on the reality of the product he’s about to buy.

Meet Amanda who is a professional gamer and streamer and needs an app that provides wide range of gaming and streaming equipment with reliable customer support, and fast delivery because providing an optimal user experience for her audience is a time-consuming matter, as she balances gaming, streaming, and managing her social media accounts.

User journey map

Mapping out the flow of Mike's user journey revealed features such as a "Search Filter" and "Newsletter Subscription" in the app/website would enhance user experience. These features would simplify the user interface and alleviate any potential intimidation. Additionally, they would ensure that users receive timely updates and personalized recommendations based on their preferences and previous purchases.

Mapping out the flow of Amanda's user journey revealed features such as a “Dark Mode“, “Chat Support“ and “Live Tracking Delivery" in the app/website would enhance user experience. These features would simplify the user interface and alleviate any potential intimidation. Additionally, they would ensure that users receive timely answers to their inquires that encourage them to make a purchase.

Design Wireframes

Begun with creating a user flow:

Paper Wireframes

Focusing on the core features identified during user research, I sketched the first wireframes using pen and paper.

Digital Wireframes

After numerous rounds of revisions, I have finally created wireframes that perfectly capture the user flow and address the needs of our users.

You can view the Lo-fi Prototype here.

Design Mockups

Started by creating a "Sticker Sheet":

Usability study: findings

After conducting an unmoderated usability study to determine the impact of customer reviews on purchase behavior in the app, we may consider the option of incorporating customer review sorting in the app design.

Here are the findings from the study:

Iterating on Design

Based on insights from the usability studies, I applied design changes.

Hi-Fi Prototype

After completing the low-fidelity wireframes, I have been hard at work developing the final designs! My main focus has been on creating simple and intuitive designs that will truly enhance the user experience. I chose to use a teal color theme to evoke a sense of creativity and inspiration in the users.