FimiMALL

Founded: 2022

Location: Milton, Ontario, Canada

Industry: E-commerce

FimiMALL is a shopping search platform for fashion, that allows you to search, compare, and buy from multiple stores in one cart and provides efficient 5h to 72h delivery from store to home. 

Their mission is to make fashion shopping easier with a vision of making all fashion products searchable and accessible.

The Project Goal:

  • To conduct research to understand potential customer's needs.

  • To design a low to mid-fidelity UI solution for how customers see their delivery request has been accepted and their goods picked up from the store. 

The challenge:

  • Since this App is quite new, there is no current customer we can connect with;

  • The service — quick delivery of fashion clothing — is new, and the customer group is small. It is hard to find the target customers.

  • The real-time tracking function is missing in the current app. We need to incorporate those functionalities so users can monitor their orders from the moment they're placed until they arrive at their doorstep. Notifications at each stage of the delivery process enhance transparency and reliability.

Designing Thinking Process

Ideat

  • Branstorm

  • Competitive Analysis

  • Affinity Diagram

  • Customer Research Presentation

Test

  • Usability Test

Empathize

  • Stakeholder Interview

  • Customer Research

  • Product Research

  • Affinity Diagram

Define

  • Personas

  • User Journey Maps

Prototype

  • Sketch

  • Paper Wireframe

  • Digital Wireframe

  • Low-Fidelity Prototype

  • Mid-Fidelity Prototype

Stakeholder Interview Insights

After interviewing stakeholder, I found the stakeholder would like the app to be:

  • UI: Visual appealing, simple design.

  • UX: User friendly, intuitive, less steps/clicks to achieve goal.

  • The user is able to see all the movement.

Competitive Analysis

Customer Research

Goal:

  • Understand frustrations customers experience during the process of ordering products and get them delivered through a delivery website/app

  • Gain a deeper understanding of the potential customer experience and needs

  • Identify key opportunity areas for attracting customers and improving their experience

Method:

  • Conducting in-depth 1-on-1 online interviews with 4 customers with experience using delivery apps 

  • Asking questions regarding customers work lifestyle, responsibilities, motivation, needs, concerns to understand the pain points and desired improvements 

  • Discovering insights, pain points, and brainstorm design recommendations

Interview Question Brainstorm

Interview Question

Interview Participants

  • Ashley

    Porrland, Oregon

  • Chris

    Portland, Oregon

  • Jenny

    San Francisco, California

  • Leslie

    Seattle, Washington

Customer Research Findings

😑

We are wrong about…

  • Many users care more about the price of products over delivery speed

  • Users align with their lifestyle and therefore match their shopping habits

  • Users who were busier and made more money felt good about using delivery apps, while some users felt guilty about using them too much

🤩

We are right about…

  • People prefer using one app with many options over using multiple apps  

  • Bringing children while shopping for clothes has many difficulties

  • Users get frustrated when their items are  delayed, stolen, or damaged  and expect compensation

  • Parents will religiously use coupons and promotions especially when it comes to clothes online.

😮

Surprises!

  • The moms likes to take the kids to the grocery stores, but not shopping for clothes

  • Some users dread shopping when it becomes too time consuming

Potential Improvements

  • Have an arrive by date listed clearly before they order  EX: "Get items by Thursday"

  • Loyalty cards from different brands all in one place in the FIMImall app

  • Have a breadcrumb type of delivery notification so the buyers can see where their order is in the delivery process. EX: "Headed to store, item picked up, headed to drop off"

  • The user is able to choose where to leave the order, able to add instructions like: “Ring bell, please”

  • Including a section for feedback from customers after each order

  • Star ratings for deliveries for both driver and items. Options like: "Quick delivery, Careful handling, Great drop off”

  • FIMImall could negotiate with stores to get special discounts to attract customers

  • Direct communication between the customer and the driver possible.

  • Including reminders for when items are back-in-stock

Customer Persona

Sketch

Usability Test

Goal: 
Understand if it’s easy and efficient to order products and get them delivered through a FimiMALL low-fidelity prototype
Identify key opportunity areas for improving user experience

Methods: 
Conducting 1-on-1 online/face-to-face moderated usability test with 4 customers
Sharing figma clickable prototype file to let the user to finish tasks
Date: 9/11 and 9/12
Length: 15 minutes

Script: 
Prompt 1: From “cart” page, make a purchase after choosing “delivery instruction” and “delivery time”.
Prompt 2: Go to “order” page and check the package delivery process.
Follow-up: How easy or difficult was this task to complete? Is there anything you would change?

Low-Fidelity Wireframes & Usability Test

What I Learnt?

Problem-Solution Fit: Understanding the brief if the key task. Identifying a clear problem statement and devising a solution was essential. It highlighted the significance of aligning design solutions with specific user needs. I spent lots of time improving the product page UI and then realized I should design a flow for “how customers see their delivery request has been accepted and their goods picked up from the store”.

Importance of Speed and Transparency: The focus on 5-48 hour deliveries necessitates clear communication and transparency in the UI. Users need real-time updates and visibility into the delivery process, emphasizing the importance of clear and prompt information delivery.

Business and User Alignment: Balancing business objectives (speedy deliveries) with user needs (clear tracking and communication) is crucial. This project underscored the necessity of aligning business goals with a positive user experience.