Case Study Q-Pet e-commerce platform website
My role
UX/UI designer leading the project
I focused on conducting user research, which involved
comparing competitive analysis, wireframing, and mock
up to enhance the features on the website.
Project Content
There are more and more new pet owner. As services for different kinds pet aren’t same, having a saving system on there pets identity will able to convenient the shop on preparation the service.The system may use for services to let the shop able early to prepare and remark the pet habits provide higher quality service for users. Having a better quality may attract more users on bring there pets to Q-pet.
Goal
The main goal of this project is to
improve the conveniently online shopping and users personal service.
Discover
Design Strategy Competitive Research
Define
User persona
Journey Map
Discover
Tree Testing
Card Sorting
Information Architecture
Design
Wireframing
Mock up
Test
Testing
Solutions
The improvement will be enhancing the function to more convenient in shopping and finding products. From adding more functional , users and stores may communicate and learn users habits from the website.
Pain Points
Reorder the navigation bar
As the navigation bar is not in-order, users have to spend more time investigating more pages to search for a product. If reordering the selection might proceed with the efficiency.
Contact Us Button
An Ai automatic reply common questions will help users when facing problems.
Add a Avatar
An game play select, The record may save as the users pet detail. Data are used for pet service
user research
Q-pet has a large group of pet customers. By comparing Q-pet with its industry competitors, we may discover areas where Q-pet falls short.
Additionally, through user personas and user journey mapping, we can understand the situations and experiences of customers when using pet services.
Conducting testing such as card sorting and tree testing can help reorganize the navigation bar, which may currently lack a clear order.
Competitive Analysis
The comparison has been made between Q-pet, Mega Pet, and Pet.
Both Mega Pet and Pet have a similar background to Q-pet, with a website, online shop, and physical branches. Based on the data in the table,
Q-pet leads in terms of products, branches shops, and pet services. However, Petline excels in online customer service.
To make improvements, Q-pet can look into regulating their online service, taking inspiration from Petline's approach.
Tree Testing
Based on the comparison with competitors, it was found that the navigation bar for categories on the website is not user-friendly. To validate this hypothesis, a tree testing was conducted with interviewees to evaluate the effectiveness of category symbols.
The figure below depicts the current navigation widget on the website.
Two pathways were created for the testing: one representing the original navigation bar (before) and the other with smaller categories and an additional selection (after).The main objective of the test was to reduce the number of
steps required for users to find the desired product,
there by enhancing efficiency.
Additionally, to support the reordering of categories, the tree testing was divided into two parts.
The first two questions were based on the before pathway, while the last three questions focused on the after pathway.
The core objective of the testing was to compare user choices and determine if they required more steps to find the correct path.
Before
After
Based on the data from the tree testing, it appears that the reordered navigation makes it easier for users to find what they are looking for. However, to further improve the test, it could be beneficial to divide it into two sections. This division would provide clarity for the testers and make the process more organized. Additionally, renaming the heading headlines as "scientific" or more specific terms can help users understand the categories more precisely.
Card Sorting
interviewee 1
Interviewee 2’s sorting, defined dog and cat in the group small pet.Then Pet service and member discount as an single group.
interviewee 2
Interviewee 3’s sorting is similar as the navigation bar with the website . Tester have separate the pets to tree type, Services and discount in a single group.
Keyfeatures
Reorder the navigation bar
The reordered navigation bar, when compared to the original website,
has become shorter and more specific, making it easier for users to select products. On each page,
users have the option to navigate back to the home page or explore other pages.
The avatar is designed to serve as a special identity record for user pets, particularly for pet services.
By incorporating the users' data through gameplay,
it can attract them to engage in saving their pet records.
Additionally, this approach makes it easier for users to understand how the avatar functions and learn its functionalities.
The contact us button will be a sticky button the the right bottom in each page,
so if there are situations, users can contact or seek for answers immediately
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