summary:

Metro wanted to improve the website navigation, the desktop/mobile interface, and provide new ways to engage existing Metro members and shoppers. We conducted a series of contextual inquiries, heuristic evaluations, usability testing and user interviews. Through the use of affinity mapping, we came up with three personas:

• Discount chaser:  32 yr old office worker, regular online shopper, lack of tim
• Informed shopper: 45 yr old entrepreneur, shops per need, conducts research
• Trendy shopper: 24 yr old creative, regular shopper, fashionable, tech-savvy

brief:

With the Metro stakeholders’ objectives:

• Improve navigation and make it easier for shoppers to find products
• Find new ways of engaging frequent shoppers and Metro members
• Improve the interface for mobile and desktop

build a responsive website with a clearly defined content strategy and implementation of service design.

My roles were: User Researcher, UX Designer, UI Designer, Interaction Designer

solutions:

We revamped Metro’s website to enable users to streamline the discovery, purchase and post-purchase experience of a product;

We redesigned Metro’s branding and content strategy to attract new shoppers and strengthen customer loyalty

Strategies

1. Improve brand perception
2. Integrate online and offline experience
3. Encourage customer engagement
4. Make it easier and more desirable for customers to shop online

Features

• Improved navigation design
• Included a full online product catalogue
• Introduce local pop up stores and events, partnering with local designers
• Improve communication of website in store (ipad stands)
• Ability for members to participate in voting for brands

ux tool kit:

User Interviews, Affinity Mapping, Personas, Customer Journey Mapping, Design Studio, Ideation, Features Prioritization, Usability Testing, Prototyping

Axure RP, SimilarWeb, Adobe Photoshop, Pen and Paper