WorkWorkA frustrating experience in roller skates e-commerces transformed in a product design case study from problem to solution.
Discovery, Research, Ideation, Wireframe, Prototype, Figma, Miro, Survey
Product Designer I was able to work through the whole process from discovery to prototyping on this case study.
Searching for and buying roller skates online is a difficult task: confusing processes, unintuitive websites, and lack of information about the products make it difficult and even repel users from making their purchases. The challenge was to provide an e-commerce concept of a more user-friendly buying journey.
A website that would provide a pleasant shopping experience for roller skates and accessories online, where the needs of users were considered throughout the creative process.
To understand about the world of skating and its users, I conducted a desk research exploring the main skating modalities, skate styles, motivations for the sport, etc. as well as the behavior of Brazilians in researching and purchasing products online.
In order to deepen the information and validate some assumptions, I conducted a quantitative online survey, which I shared in groups of skaters on social media.
After collecting the responses, I organized the information and selected the top 5 insights below:
To understand about the world of skating and its users, I conducted a desk research exploring the main skating modalities, skate styles, motivations for the sport, etc. as well as the behavior of Brazilians in researching and purchasing products online.
In order to deepen the information and validate some assumptions, I conducted a quantitative online survey, which I shared in groups of skaters on social media.
After collecting the responses, I organized the information and selected the top 5 insights below:
With the main insights defined, it was possible to create two personas to consider in the website's creation, defining their goals, desires, pains, frustrations, and needs.
With the goal of understanding market gaps and existing solutions, I conducted an analysis of six direct and indirect competitors, taking into account the overall buying experience and specific elements such as search, detail page, checkout process, support, among others.
"Much more practical this way. You leave the class excited after having the experience and can now share it with your colleagues, preventing you from forgetting it for later."
"In general, everything is great, I liked the interaction, the look, everything is simple and quick to do."
"Easy and fast. The page is very interactive, the step by step of what must be done is very simple to follow."
"Too easy, the platform is simple, there is no doubt."
After this process, I created a Sitemap, where I was able to picture the insights from the ideation process in a visual way.The objective here was to have a good foundation to work on the wireframes, which is the next step.
I was able to visualize the entire process so far through the low-fidelity prototype.I started with sketches and after a few versions, I turned them into digital wireframes using Whimsical.
To bring the project to life and develop the high-fidelity prototype, I created a moodboard of visual references, including photographs, typography, colors, and visual elements.
The idea was to create an identity that evoked the street skating lifestyle mixed with the delicate and artistic look of quad/retro skates.
This led to choices such as the yellowish background, the use of bold uppercase, and the predominance of the outline style in the layout.
In this project, I had the opportunity to put my UX/UI knowledge to the test, achieving my first portfolio case after taking many courses in 2021.
I learned a lot in the process and believe that some points were key to consolidating all the material:
- Documenting the entire process in an organized way
I used Notion and Miro to store and keep all data accessible and easy to understand.
- Analyzing and prioritizing
Throughout the project, I had to narrow down insights and group them several times, which made the ideas clearer and more concise.
- Not being afraid of user research
Bringing bias and not exploring answers in the best way were some of my fears. References from other designers, theoretical content, and feedback were essential in gaining confidence in the work developed.
- Trusting myself
Having a career transition is not easy, and I often doubted my ability. By consolidating all the material from this project, I realized my power and desire to make it work.
I am proud of the journey so far and know that my evolution is just beginning.
