Introduction
Yummy Bazaar had a significant year in 2019. Although sales were boosted by both new and returning customers, there were some limitations and user experience issues that caused frustration. As a result, stakeholders were considering strategies to transform repeat customers into loyal customers.
My Role on the project
As the founding user experience designer for the team, I was responsible for conducting research, generating ideas, and delivering the minimum viable product and YB application. From the beginning until 2022, I spearheaded efforts to enhance the service, incorporate essential functionalities, and resolve customer issues.
Customer Insight and Ideation
During the entire process of creating the application, I collaborated with a Technical Project Manager, two Senior Developers, as well as Yummy Bazaar's CEO, CTO, and CFO.
Experience Strategy and Vision
Through the development of frameworks and prototypes, I was able to effectively communicate our vision, design principles, and content strategy. This not only facilitated alignment among team members, but also helped to evangelize our ideas and expedite the decision-making process.
Planning and Scope Defintion
I defined the product with my CEO, CTO, CFO and the TPM. We evangelised customer goals and balanced business goals into them. We prioritized features and deadlines for launch and beyond.
Oversight and Coordination
I designed accross iOS and android mobile platforms.
Design Execution and Validation
I designed down on Android and iOS. I executed journeys, wireframes, prototypes and design specs and the final User Interface
Leadership
I designed up and presented works to gain buy‐in from executives, senior stakeholders and many other throughout the project lifecycle.
The Challange
Create deeper relationship with customers
With the advent of the digital era, online shopping has become increasingly popular due to its convenience and various other factors. As a result, the mobile real estate has become a critical platform for reaching customers, as it helps to build trust and provides a seamless shopping experience. Being present in this space enables us to offer better service to our customers.
The Approach
Good, Fast, Cheap
In favor of speed to market, we were tasked to designa and built Yummy bazaars Shopping app within the existing website archetecture. The app has to be persistent and should have flawless shopping experience whether you are logged in on web or native app. The assumption was simple, thousands of customers visit yummy bazaar website. Acquire those customers to build more trust and loyalty.
Chasing Agile Work
App design and development were broken down into parallel workstreams for the archetecture and new features. I led all aspects of the researcha and design of the store. Determing which technology and tools to built the app with was a heavy lifting task and took thorough research based on our estimated maketing and merchandising efforts.
Working backward from a launch deadline was helpful in aggressively setting up goals and executing them.
The Discovery
We conducted customer research and competitive analysis to drive our discovery and ideation phase. 1. Building basket overtime, 2. Rewards members and usage of easy rewards, 3. easy reorder. 4. Search and discovery, 5. Personalizd recommendation
The Vision
Our vision was to be the best in class and high value added gourmet food marketplace for customers lookign for affordable and authentic food from around the world. Selection and value is what we wanted our customers to shout about.
The service
Yb app is. a free to use app available to customers all over the US. Customers can browse and buy food from around the world from our wide selection of categories with easy to reorder and thack their orders.
The framework
The biggest challenge I faced throughout this project was balancing moving forward with designs, whilst collaborating with the staekholders. Since this project touched every part of our business, I needed to coordinate and get buy‐in from many stakeholders that were both co‐located and distributed. This was hard because the non-technical stakeholders tend to puch back on features and resources if you dont give them enought data points.
How we get there
Managing feedback was even more challenging because it felt like a swinging pendulum of viewpoints. The team spent a disproportional amount of time debating design decisions— when there wasn’t data that could easily be gathered to help drive a decision. I observed this pattern early enough in the project and invested time into creating documentation and desgin system to help alleviate the data crutch and better articulate and distribute design rationale. Doing this upfront was quite time consuming, but saved a lot of back‐and‐forth as the project progressed.
Design principles and the content prioritisation framework helped to create visibility into my decision‐making process and galvanise the team to share in the vision.
Swot Analysis
Detailed Design
Detailed Specs
Scaling, Typography, Metrics adn Grids, Accessibility
Prototyping and testing
From Simon Pans Profile, look for design specs. Later turned to design systems
Execution
I observed this pattern early enough in the project and invested time into creating documentation to help alleviate the data crutch and better articulate and distribute design rationale. Doing this upfront was quite time consuming, but saved a lot of back‐and‐forth as the project progressed.
Validating
Testing our assumptions
Mobile App Feedback Survey Survey Monkey: Liked Feature: Look and Feel and Navigation. Not like: Screen not adaptable for iPad
The Refinements
The Launch
The Evolution
Customer Journey now and before
The Imapct
Data and Customer Reviews
Reflections
What I learned
Site built in Framer
Copyright© 2022.