LORAD is the ultimate online hub for all your favorite rap group’s merchandise. Designed for fans aged 18-49, Lorad offers a fast, fun, and convenient way to shop for exclusive concert gear without the wait or the worry of missing out.
Project Duration
April 23 through June 23
Project Overview
The problem:
Busy executives and commuters lack the time to make long lines and miss out on the latest merchandise an artist offers.
The goal
Design a merchandise customization flow that allows users to have an easy and convenient avenue of purchasing merchandise without having to wait in line or missing out.
My role
UX designer designing a website on a merchandise customization flow for a rap group from conception to delivery
Responsibilities
Conducting interviews, paper and digital
wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.
Understanding the User
User research. personas. problem statements. user journey maps
User Research
Summary:
Interviews were conducted amongst different users. I created empathy maps to understand the users I’m designing for and their needs. A primary user group identified through research
was working adults who are busy and don’t have the time to fulfill their leisurely activities.
This user group showcased a common assumption regarding their leisure activities during a busy work schedule. Research revealed that time was a factor limiting users. Other user problems included obligations, interests, or challenges that make it to purchase an artist’s merchandise.
Pain Points
Time: The users felt that they were missing out due to time constraints to have to wait in line or even miss purchasing merchandise.
Accessibility:
Platforms for purchasing merchandise are not equipped with
assistive technologies
Efficiency: Want to be able to use platforms that are easy and fast to use without having to wait
Design Process
Paper Wireframes. Digital Wireframes. Low-fidelity prototype. Usability Studies
Sitemaps and Wireframes
Paper Wireframe:
Taking the time to draft iterations of each screen of the website on paper ensured that the elements that made it to digital wireframes would be well-suited to address user pain points. For the home screen, I prioritized an easy and simple ordering process to help users save time.
Sitemap
Knowing how my user is busy and is seeking and easy experience, my main goal was to provide a simple and convenient user flow. I also emphasized the checkout process to be as easy as possible without wasting too much time.
Digital Wireframes screen size variation(s)
As the initial design phase
continued, I made sure to
base screen designs on shop feedback and findings from
the user research.
Usability Study Findings
Discount Code:
Once at checkout user didn’t have access to place a discount code
Member Login
Once in the checkout process, users that already have an account need access for a faster checkout experience.
Cart
Users had a hard time editing their cart
Refining the design
Mockups. High Fidelity Prototype. Accessibility
Mockups
Early designs allowed for some customization,
but after the usability studies, I added a discount and gift certificate box for proper deductions
Based on the insights of the usability study, I made changes to the checkout process. The user can now edit the cart by adding the + and – next to the number creating an easier flow.
Mockups – Original Screen Size
Mockups – Screen size variations – Mobile
Accessibility Findings
Provided access to users who are vision impaired through adding alt text to images for screen readers.
Used icons to help make navigation easier.
Used detailed imagery of products, to help all users better understand the designs
Going Forward
Take aways, Next Steps
Takeaways
Impact
One quote from peer feedback:
“The website made it so easy and convenient for me to purchase merchandise without having to deal with waiting in line during the concert. It’s also great for those that couldn’t make the concert, they can still get the merch and not feel left out.”
What I learned
I enjoyed going through the process of learning and understanding the user especially to those that have disabilities. This made it easier to implement all the necessary elements needed.
Next Steps
Conduct another round of usability studies to validate whether the pain points users experienced have been effectively addressed.
Conduct more research towards providing other options for accesibility.
Conduct more user research to determine any new areas of need.