E-commerce website Mobiland
Mobiland is an E-commerce website in the field of mobile accessories trading. The company specializes in trading high-quality accessories for mobile devices.
My role
UX/UI designer
Tools used
Adobe XD, Adobe Illustrator, Adobe Photoshop
Scope
Nov. 2017 – Jan. 2018
What I did
Competitive Analysis, User Research, Information Architecture, Desktop & Mobile design, User Journeys & Flow, Card Sort, Sitemap, Usability Study, Product Design, WordPress Design & Development
How could we help people through the emotional journey of buying mobile accessories?
The challenge:
I set out to develop an E-commerce website Mobiland so that potential customers could quickly access the products by structuring them in the main menu. I also developed a payment form for Oder Summary, Shipping Method, Payments Method and Shipping.
The Background:
Mobile phone accessories are software or hardware components that are not integral to the operation of mobile phones. The increasing adoption of smartphones and other handheld mobile devices has led to the rapid growth of the global mobile phone accessories market.
The Industry:
Mobile phone accessories include chargers, batteries, headphones/earphones, portable speakers, memory cards, protective cases, and power banks. The demand for protective cases has been the highest and is expected to surge during the period between 2018 and 2031.
The demand for chargers and headphone/earphones is also anticipated to significantly increase in the coming years. It has been observed that accessories such as chargers and headphone/earphones are usually supplied by original equipment manufacturers (OEMs).
The Iterative Process of Designing E-commerce website Mobiland
When working on E-commerce website Mobiland, I adopted the Double Diamond strategy, which divides the design process into four stages: Discover, Define, Deliver, and Develop. I found this process particularly powerful in validating design decisions, allowing enough space for creative exploration while giving a focus point to come back to.
DISCOVER
What is out there: E-commerce & Mobiland
I conducted a competitive analysis of E-commerce with a focus on UX analysis: to evaluate their navigation, layout and overall usability. This helped me to understand what Mobiland had to provide to stand out from the competition.
Here is a list of competitors: Amco, Dice, Novamobile, sofiaring, mega-device and Canmobile.
I also did a detailed SWOT analysis of the competition and found out their strengths and weaknesses, which greatly helped to build Mobiland’s competitive advantages.
User Research: Can you walk me through your process?
It was time to see what E-commerce enthusiasts thought about the competitors. Equipped with the preliminary research discoveries, I conducted 2 user interviews with people who have different levels of experience with E-commerce platforms.
My research goals were:
1. To understand the general attitudes and processes.
2. To uncover what (common) difficulties people might face.
3. To discover if they use any apps or websites to help them achieve their goals.
DEFINE
The Research Analysis: Moving Forward
After the Research phase, I reexamined my assumptions based on the insights from the User Interviews.
It was clear that:
• People are flexible in choosing an E-commerce platform and their decisions depend on the circumstances. Often their choices are based on recommendations and they thoroughly research each platform before making their choice.
• Delivery on time.
• They require E-commerce platform to be sufficiently simple and understandable for users.
• Good support and feedback.
• More options, good structure and search filters.
• Above all, they care about the quality of the products and the standards they cover.
Revision of Problem Statement
I revised my hypothesis problem statement to align better with the users’ needs and goals.
E-commerce’ users need to find the right platform for their needs. They expect to receive quality service, good menu navigation, high quality products, delivery on time and this to help achieve their goals.
What would Nikola’s experience with E-commerce Mobiland be?
Informed by each persona’s experience, attitudes & goals, I have created User Journey Maps to outline the processes needed to achieve their individual goals within E-commerce Mobiland. This allowed me to focus on possible critical pain points and plan how to address them in the following design decisions.
User Flows: How would Nikola go about finding mobile accessories on E-commerce Mobiland?
I set out to map out their User flows. This step helped me keep the design user-centered, by showing me what pages or screens of the app will be needed from the perspective of my user personas.
Sitemap after Open Card Sort.
Before starting to work on initial sketches of each feature, I visualized the Information Architecture of the platform into a sitemap, based on the user flows. The first version of the sitemap was tested through an Open Card Sort.
DEVELOP
Wireframing: From sketches to first clickable prototype.
Ones the Sitemap information architecture was decided, I began sketching paper wireframes progressing them.
Desktop Low-Fidelity Wireframes
Desktop High-Fidelity Wireframes
Mobile Low-Fidelity Wireframes
Mobile High-Fidelity Wireframes
Usability Study.
Focusing on navigation and main features, I designed clickable prototypes for Desktop & Mobile versions of the responsive web app. It was tested in a usability study, conducted remotely with 3 users. The issues, discovered in the usability test were addressed and fixed.
Problem
“I like the design, but in my opinion there are some missing options. I think the color and length will fit well here.” – Nikola
Solution
Problem
“There is one very important option when choosing a payment method. I mean cash on delivery, please add it!” – Valery
Solution
Designing the Look & Feel of Mobiland: Style Guide
E-commerce Mobiland has a stylish and practical design that aims to help people use it easily and affordably.
I used the Style Guide as a starting point and developed a more detailed Design Language document. It’s purpose is to ensure consistency and communicate the language of Mobiland to designers and developers.
DELIVER
Final Showcase.
When I started working on this project, my goal was to create an E-commerce website according to the client’s requirements. The main goal was to have a good menu navigation, a clean look, easy access to the products and a modern design. I believe that E-commerce Mobiland has succeeded in achieving the goals as it has its own distinctive style and branding, but also offers an easy user journey for customers to buy the products.
