E-Commerce Web Design
HappyTails is an responsive e-commerce site that personalizes how pet parents shop. It allows pet owners to discover treats and toys based on their pet’s personality and delivers orders straight to their doorstep!
Collaborators
- Kristen Stevens
- Sharron Torres (mentor)
My Role
- User Researcher
- UX Designer
- Usability Tester
Duration
- 4 weeks beginning April 2017
Problem
Are you a pet parent? Do you wonder which treats or toys you bring home your pet will actually enjoy?
Pet owners want to surprise their pets with a special gifts, but it can be difficult when they don’t have tools to help find gifts that match their pet's personality and make their day!
User Research
Key Findings
1. How do pet owners currently shop for pet goods?
2. Food, treats, and toys are most important to pet owners.
3. Top 5 factors that influence how pet owners shop:
4. Pet owners value convenience.
5. Pet parents splurge on treats and toys to surprise pets.
6. They want a better way to choose gifts.
SWOT Analysis
User Personas
Solution
I designed workflows to fulfill the following user stories for HappyTails users:
- As a pet parent, I want to browse products so I can make informed decisions on what to buy for my pet.
- As a pet parent, I want to view a personalized results based on my pet so I can buy products my pet will enjoy.
- As a pet parent, I want to view details about a specific product so I can be aware of the ingredients and materials in a product.
- As a pet parent, I want to view ratings and reviews so I can learn from other pet owners’ satisfaction of the product before making a purchase.
- As a pet parent, I want to add items to my cart so I can purchase them.
- As a pet parent, I want to I want to pay for my items with a credit card or Paypal.
- As a pet parent, I want to sign up for an account.
Site-Mapping
User Flow
Lo-Fidelity Screens
Hi-Fidelity Screens
Search and Results
View Details and Add to Cart
Order and Confirm
User Onboarding
Results
Usability testing was conducted on eight participants to validate the designed workflows satisfied HappyTails user stories. An InVision prototype link was distributed and participants were asked to use PetMatch to select and purchase a toy that fits their pet's personality.
After completing user testing, participants were asked to complete a follow up Google Forms survey to provide annonymous positive and constructive feedback that also focused on heuristics to score overall usability of the design.
1. Were users able to complete the task?
2. Ratings on consistency, visibility, and ease of use:
3. Ratings on guidance and clarity:
4. Users feedback on their experience:
Conclusion
Overall I truly enjoyed working on this project since myself and others share a love of pets. The concept got users excited to try out the design. From the feedback received, in my next iteration I will address the problem of guiding users to leverage the PetMatch tool more and revise the browsing card panels and datails section to be more simplistic.
