Challenges

Lack of common platform where Brand, Small Retailers and Space Pop can find each other

Independent Brands can’t enter in a scalable way into physical small retail spaces. They don’t have access or tools to reach them.

Small Retailers want new revenue steams and can’t access interesting brands that match with their values.

Space Pop can’t gather all the brands and retailers to match one another.

 Working with Client on Scopes & Deliverables

Project Scope- what did the Stakeholders want us to work on this Project?

In the four weeks time frame, our end goal was to create Low Fidelity website design. We decided to conduct the necessary design process to accomplish the Project’s main scope. The client provided us with Research findings and the users' descriptions. Since we had only a four weeks contract, they initially wanted us to jump straight to the design aspect.

Project Deliverables- what deliverables did the Project Team agree upon?

The first week we arranged the meeting with the client to come to an agreement with the project scope and deliverables. Although the client wanted us to focus mostly on designing the Wireframe of the website, we recommended to perform Competitor Analysis, User Stories, User Flows & Usability testing for creating the best user friendly solution. That following 3 weeks we conducted the recommended tasks.

Stakeholders Feedback

Our scope and timeline successfully aligned with clients expectations. They appreciated our effort to give value to the design from the users perspective.

 Proposing & Testing a Solution

Competitor Analysis- Understand And Research The Competition

At the beginning, it was very challenging for me to understand what the company does. I did not feel that I was a “subject matter expert” of the company. Researching the competitors that have similar goals really helped me to understand the business goals and user goals.

How is Space Pop website different?

• Matches Brands with Retailers- The website will help to match based on their similar interests and beliefs.

• Target larger TAM (Total address market)- That will give them a larger footfall and higher product conversion.

• Asset Light- Space Pop wants to focus more on promoting conversion.

• Flexible to the Retailers- Retailers can also rent out a shelf only instead of the entire space.

User Stories- Listing And Prioritizing Features

Based on the analysis and client feedback, we listed all the tasks that each user will perform. Then we selected the minimum viable product from the task:

As a Retailer:

• Create Account- Retailers can have confidential accounts to list their space in the webpage.

• Take Quiz- They can take quiz during account creation to filter a list of brands that are suitable for their spaces.

• Create A Profile- They can enter all the required information to create a profile. 

• Accept/ Reject Brand Leasing Requests- They can receive request notification from Brand that may need to be accepted or rejected.

As a Brand:

• Create Account- Brand can have confidential accounts to list their products in the website.

• Take Quiz- They can take quiz during account creation to filter lists of spaces that are available and suitable for their brand. 

• Create A Profile- They can enter all the required information to create a profile.

• Request to lease a space- They can send a request to the preferable space for leasing.

User Flow- User’s Path When Using The Product

Once we were satisfied with the User Stories, we moved on to creating user flow. The user flow really helped our client understand how the user will navigate the web in order to conduct the business.

We created two separate flows for each user: 

Brand- The Brand journey starts from creating an account by text entry and taking a quiz. That lands them a list of available spaces to rent. They can view the space and send a leasing request to the retailer.

Retailer- Retailer begins by creating an account by entering necessary information and taking a simple quiz. Once the account is created they can view different Brand profiles. They can receive Brand leasing request notification, and they can accept or reject the request after viewing the Brand profile. 

Stakeholder Feedback

In the User Flow, both users have to create an account first in order to browse the website to view spaces or products. At the end of the journey, after conducting the Usability Test, users wanted more freedom to browse through the website to view spaces without creating an account. Client agreed to the suggestion. 

So, we made some changes to the brand flow.

• Brand Can Take Quiz To Find Right Spaces- They can take a simple quiz to find the space that fits their brand mission without creating an account.

• Brand Have The Freedom To Create Account Anytime- Brand can create accounts when they feel comfortable to make business with the company.

Wireframe- Layout Of Product With Interface Elements

Once we received a thumbs up from the client we moved on to creating the wireframe for the user flows.We created layouts of the product that will demonstrate what interface elements will exist on key pages. The wireframe will be the main skeleton for future web design for the company. Then we conducted usability testing to see if the design works for the users.

Brand Wireframe

Retailer Wireframe

Usability Testing- Checking The Usability Of Website With Users

I conducted the interview with 2 Retailers and 3 Brands who fit into the website’s target demographic. All the interviews were conducted by video call via Zoom and lasted for 20-30 minutes. At the beginning of the interview, I shared the purpose and goal of the website. Users were given different start points in the website, based on their job title and task. 

Test questions/tasks

• Can the retailer list their space?

• Can the retailer view the Brand request?

• Can the retailer accept/reject the offers?

• Can the brand view retailers' spaces?

• Can the brand post their profile in the account?

• Can the brand send leasing requests to the retailers?

The testing surfaced four issues-

• Users were confused with two split screens on the homepage.

• There is no messaging feature on the website for the Retailers to contact the brand.

• Retailers do not have access to edit and customize their profile once the account is created. 

• Brand can not search for spaces.

Updated Wireframe- Renovated Wireframe From The Feedbacks

This week we focused on addressing all issues and recreating the wireframes. We valued our user’s every suggestion and implemented the changes to make the wireframe better for them.

We took following actions to solve the usability concerns, 

1.Remove the Split Image- We prioritized Brand by placing a single action element at the focal point of the homepage to help them find space easily. 

2.Add “List Your Space” Button- We Included “List your space” button on the top bar of the page. So the Retailers can list their space at any times when they are using the website.

3.Search Bar Addition- We place a search bar on the top left of the homepage to have easy access for the Brand to find spaces. This gives them an alternative route to look for spaces to sell their products. 

4.Include Messaging System-  We added a messaging feature. Once the Retailer accepts an offer from the Brand they have the access to communicate to one another.

5.Access to Edit Profile- We Included editable features for every element in the Retailer’s profile. That way they have the freedom to customize whenever they need. 

Stakeholder Feedback

They were very satisfied with the overall design of the wireframe, and they are very excited to continue the journey to turn this into a real website.

Client Reception & Hand off to Design Team

What's Next?

The client is in the process of negotiating with investors to convert this protocol into a real website. They offered both of the UX designers including myself to continue working on the next phase of the project that is creating High Fidelity and Prototype before launching the website. They felt that we grasped the Business goal and created a good product for their project.

My Experience

This was an overall great experience for the following reasons,

• Creating the scope of the project and structuring design work- Even though the client did not ask for User Research and the Usability Testing, we offered to perform the extra task. We knew conducting research and testing is a powerful practice that delivers a successful end product. 

• Working in a Team: I learned how to split up the design work across people, and I have also learned how to create a solid platform.

• Client Loved The Work- The positive feedback from the client and asking to work further in the Design Process satisfied me tremendously. It showed that clients were happy with our work.