Dibsi is an E-commerce website that deals in the trade of food products. The company is one of the leading manufacturers of ketchup, tomato paste, lyutenitsa, mayonnaise, mustard, jam and topping. It brings the Bulgarian tradition in the creation of recipes and helps European practices in the production of foodstuffs.
Official Website: www.https://dibsi.bg/en/
My role
UX/UI designer
Tools used
Figma, Adobe Illustrator, Adobe Photoshop, Optimal Workshop
Scope
Aug. 2019 – Nov. 2019
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
The challenge:
I set out to develop an E-commerce website Dibsi so that potential customers could quickly access the products by structuring them by categories and brands. I also developed an inquiry form for each individual product to communicate quickly with the manufacturer.
The Background
E-commerce is platform of communication through internet that takes place between companies and their customers. The E-commerce provides various services such online shopping, online bank and E-enterprise which are also emerging trends on their own. Online shopping is one biggest service of E-commerce which allows consumers to buy, order and view goods and service on online through their gadget, anywhere they are.
The Industry
The canned food market size was valued at $91.4 billion in 2019. Canning of food products is a preservation method, which includes sealing and sterilizing of food products in airtight containers. Various canned food products offered in the market include seafood, meat, fruits, vegetables, meals, sweets & desserts, soups & sauces, beans, lentils, and pastas. Canning process retains many essential nutrients; hence, canned food products have been one of the preferred choices of the preserved food products in the market.
When working on E-commerce website Dibsi, 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.
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 Dibsi had to provide to stand out from the competition.
Here is a list of competitors: Heinz, Deroni, Vital, Olineza.
I also did a detailed SWOT analysis of the competition and found out their strengths and weaknesses, which greatly helped to build Dibsi’s competitive advantages.
It was time to see what E-commerce enthusiasts thought about the competitors. Equipped with the preliminary research discoveries, I conducted 3 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.
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.
• 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.
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, and this to help achieve their goals.
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 Dibsi. This allowed me to focus on possible critical pain points and plan how to address them in the following design decisions.
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.
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.
Ones the Sitemap information architecture was decided, I began sketching paper wireframes progressing them.
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 2 users. The issues, discovered in the usability test were addressed and fixed.
“I want the inquiry form to be marked as being specific to the current product.” – Miroslava
“I think the brands will fit better on the home page.” – Chocho
E-commerce Dibsi 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 Dibsi to designers and developers.
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 Dibsi 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.