Focus #2: Redesigning the Navigation Flow
In user tests, users found the original user flow for searching for a product was difficult to understand & navigate.
Problem Statement: How might we streamline the searching and navigating process so that users can find services they are looking for with ease?
Original User Flow:
Redesign User Flow
E-commerce service marketplace website redesign focused on social good
Service & social good
Opporty is a service marketplace with a focus on supporting business that provide social good. They are a place that users can come to find local services. They also provide B2B connections & support for growing businesses.
Opporty wanted to redesign their marketplace. User testing revealed that users struggled with understanding the site branding & navigating the site.
I was a UX Designer on a team of four. My main focus was the navigation flow and new features to enhance the user experience.
The project duration was 8 weeks.
Focus #1: User Research
To understand how the current site was meeting user needs we performed five user interviews & tests. I personally performed one. From there we encapsulated our insights into a persona.
“I can’t find what I am looking for, at this point I would just leave!”
“This website doesn’t look like it is for me, I’m not sure what it does.”
Main User Findings
Users had no clear understanding of what the site was for
Users had no clear direction in how to search for services
Users value price, location, & evidence of expertise
Users believe that social impact gives a big extra point when shopping
Sarah is a busy entrepreneur who is just starting her own business. She is looking for legal help regarding real estate. She needs to trust a site & find service quickly so she can keep up with her busy schedule.
To accomplish this she should be shown clear branding & have a clear search & navigation flow.
Focus #3: New Features
When designing new features, I focused on user's values from research & bringing the product to competitor standards. There were three additional features, Favorites tool, Reviews, & Social Impact Badges
During research, users mentioned how long looking at individual listings takes. I came up with a Favorites tool so users would be able to save listings to look at later/easily return to. This was also offered by competitors.
Located at the bottom of listing page
Strong user value
Key aspect of service selection
Offered by all competitors
Social Impact Badge
Located in the Listing page. /Listing Card
User can filter by brands that support social impact
User can read how the company supports social impact
This feature aligns with client goals
After our initial wireframe design, our scope was widen to highlight businesses of minorities and disadvantaged groups.
Our team had lengthy discussions around the implications and complications of highlighting certain groups over others and the sensitive political and legal issues that might arise in the future
I proposed a more general Social Impact Badge that would allow business to highlight the good they do without needing to name the specific groups they identified in or supported. This alternative was accepted by the client and implemented into the final design.
Final Design: Hi-fi Prototype
Look at what your competitors are doing: When we looked at our competitors there were features that they offered which users had come to expect in their mental models.
Strength of positive team relations: Working on a team with different types of people and personalities only works when you foster positive relationships based on empathy and respect.
Iterate, iterate, iterate: There are always ways to improve or tweak designs. Understanding how to take feedback and use that in my next iteration made my designs stronger.
We performed a user test on the Hi-fi prototype to see if task completion was affected
Original Site Results
20% of users were clear on site message
80% of users were able to find a service
60% of users said that navigation/filtering was difficult
80% of users had difficulty with search bar, navigation bars, and location search
Hi-fi Prototype Results
100% of users were clear on site message
100% of users were able to find a service
0% of users said that navigation/filtering was difficult
25% of users had difficulty with search bar, navigation bars, and location search