TURF - Responsive UX
TURF is an outdoor e-commerce app that focuses on a more informed approach to shopping for outdoor activities
*This project was made as a case study under Google on Coursera. There is 0 affiliation with any brands or people used in the examples, this project is merely a concept.
Problem statement
Scott is an outdoor enthusiast who needs a simpler way to shop for camping and hiking gear online because cluttered retail sites with too many tabs make the process overwhelming and stressful.
Goal Statement
“Our app, TURF, will let users explore outdoor destinations, learn from expert recommendations, and shop for environment-specific gear in one place, which will affect outdoor enthusiasts by reducing decision fatigue and making trip planning more informative and enjoyable. We will measure effectiveness by tracking user engagement, repeat visits, and successful purchases made through the app.”
The User: Scott
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Age: 37
Education: Bachelors in Engineering
Hometown: Tacoma, Washington
Family: Married with no kids
Occupation: Remote tech job
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Too many Options when shopping.
No contextual guidance online.
Cluttered browsing.
Low purchase confidence.
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Find the perfect location along with the best items for his next trip.
Learning more about his potential new destination.
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Camping websites are too cluttered and hard to navigate.
Abundance of items on the website, difficulty to narrow down.
User Journey Map
Starting the Design
Paper Wireframes
DIGITAL WIREFRAMES
My digital wireframes focused on the user journey from the idea of shopping for a new hiking trip to a complete purchase.
Considering the simplicity of online shopping, I wanted to keep most of the layout for the purchasing journey fairly standard as user’s strongly dislike wordy and extensive checkout pages.
My paper wireframes started with a few locations in mind and some fresh inspiration.
I focused on testing different layouts, as I had a lot of freedom. I led with the question of “How can I make this experience more interactive and less stressful.”
Usability STudy Findings
Through two rounds of usability testing, we uncovered the biggest challenges campers and
hikers face when shopping for gear online. The findings pointed to opportunities to make
browsing simpler, recommendations more personal, and the overall experience more
confidence-building.
Round 1 Findings
1) Too many product options
2) Confusing Filter System
3) No informative location tabs
Round 2 Findings
1) Need Expert Tips and Reviews
2) Filters improved shopping spree
3) Desire more tailored trip lists
Refining the design
Mockups
My High-Fidelity prototypes and mockups were crafted around the idea of travelling and exploring your next destination. I explored the user journey through shopping for camping gear, and began expanding on the items that were available for the user.
The users journey continues to adding an item into the cart and then completing the purchase. Simple was the name of the game for this one, as I wanted to ensure the consumer had a smooth journey from start to finish, without any roadblocks or unecessary content.
Responsive UI
The Responsive AI to this project expands on the ideas further adding more spotlight to the various environments to shop from. The new slide is from one of the activity tabs on the homepage, showcasing various items that would be beneficial for your basecamp setup.
Takeaways
IMPACT
This study aims to improve how the outdoor community shops for their gear and to curate informative content based on the many environments around the world. I learned a lot about how user experience is so crucial for success, as the small details within a design really make all of the difference for the user.
What i learned
I have learned many valuable lessons during this case study and most importantly:
- Understanding User Needs
- Addressing Pain Points
- Creating the high fidelity prototypes
- Using interactivity through design