summary:
HTHT.sg is a one-stop portal for all pet related information, products and services. The vision of HTHT is to bring convenience for our users and to create a cohesive community that brings all pet owners closer together.
Upon conducting a series of heuristic evaluations, usability testing, user interviews, and competitive analysis, we had a client workshop/sharing session where we decided to prioritize the e-commerce and info portal platform on the website.
The key takeaways from user research:
- I shop online for my pet for the convenience, price and delivery.
- I need comprehensive & trustworthy information to make decisions on vets, groomers and sitters.
- I would like more access to pet friendly social events.
brief:
Meet the client's objectives:
- Improve UX on HTHT.sg to increase customer engagement
- Research on user behaviours on the online pet shop platform
- Improve sales conversion rate
- Optimize user flows for e-commerce
to deliver a web and mobile responsive design catering to the needs of pet-owners.
My roles were: User Researcher, UX Designer, UI Designer, Interaction Designer
solutions:
Features
- Change in logo and color scheme to invoke friendliness, excitement and security
- Improvement in navigation and layout of key pages
- Improved visibility of delivery and product information on product page
- Introduction of Q&A feature under product
- Ability to favourite items for later viewing
- Introduction of a referral programme with referral code
- Offering incentives for leaving product reviews
- Introduction of free samples
- Introduction of community Instagram feed for customer engagement
Business Roadmap
- E-commerce - Ensure user flows are optimized for sales conversion
- Info portal - Increase return users to the site by providing valuable info and content
- Community - Robust e-commerce/content to foster community of users
- Adoption - Help drive adoption and rehoming efforts with community of users
- Classifieds - Driven by the fostered community, curated by HTHT
UX Tool kit:
User Interviews, Affinity Mapping, Personas, Customer Journey Mapping, Design Studio, Ideation, Workshop Facilitation, Features Prioritization, Usability Testing, Prototyping
Axure RP, SimilarWeb, Realtime Board, Adobe Photoshop
Prototype: homepage
