Case Cosy living

Cozy Publishing has number of published books and this project is all about designing their online presence by making a E-Commerce website as well as app.

Service design | Conceptualization | UX/UI-design | User interviews | Usability testing

With the increasingly competetive world, maintaining a good work-life balance is already a challenge. Lots of us have to deal with deadlines, traveling for work more often, or stuck at work as well past their office hours. In this process, they don´t have time to visit book stores or libraries to buy book or rent one. Also due to Covid-19 libraries and book stores have been shutdown and people are lockdown, so users are not able to purchase or browse cozy publishings new books from different stores.
I worked on the project as a service and UX/UI designer, focusing on designing customer journeys and ensuring service usability. I ensured that the solutions were based on genuine user needs by validating ideas and final solutions with users belonging to the target group. Design and implementation were carried out agilely using a sprint model, and service development was based on iterative testing.
This project laid the groundwork for the user interface redesign by creating the necessary understanding of user needs and providing a prototype to guide future operational planning.

DISCOVER

Stakeholder Interview
I usually start with interviewing the stakeholder, despite of the creative brief. Especially when there has been longer period of time between the brief and a project start, the questions help me to get the most up-to-date information, avoid disappointments later and increaces my changes to create the best possible product for the client.

Competitive Analysis
I did a research looking for similar products and compared 5 websites of which 4 of them are strong.

Qualitative Analysis
For qualitative Analysis I interviewed total 9 participants.

Quantitative Analysis
I created a series of questions together with stakeholders based on my research goals, and posted the questions as a survey on Google forms.

DEFINE

User Personas
I created two different personas based on the target audience and all the information gathered by the research.

User Journey Mapping

Based on the user research I created a Customer journey map to better understand the crucial pain points, challenges, mindset and overall journey which buying a book.

DESIGN

Lo-Fi Wireframing

Taking what I’ve learned throughout my process to this point, I started to make decisions on how the content on Cozy Publishing’s website would be organized based on the project goals we want to meet and user flows as a guide. Through paper sketches allowed me to quickly explore several concepts for the website layout. Then I tested these with 5 participants to validate whether these solutions addresses both the user and business needs.

Hi-Fi Wireframing

Incorporating visual elements in line with Cozy Publishing’s branding, I worked on the UI design of the website and created high fidelity wireframes. Below you can find my initial explorations into how this visual style might look. It is a MVP and I wanted the visual design empahise brands core values: simplicity, contemporary, earthy tones and tradition.

Mobile Application

For stakeholders was also important to create Cozy Publishing Mobile Application. According to business statistics, about 85% of their traffic comes from mobile devices. Here some of the mobile screens:

TESTING

User Feedback

After creating my hi-fidelity wireframes, I created a prototype presented a cleaner user flows for connecting and ordering products from Cozy app. It also met user need to customize the order as well as providing ther order tracking option.

I used the prototype to conduct a test through Hotjar with 10 users in the target demographic in order to see how users interact with my design and identify where improvements to the design can be made.

Test Objectives

Test if users can easily complete the tasks
Observe the different paths users take to complete tasks
Assess areas of improvement to improve the usability of the design

Tasks

I asked the participants to complete tasks such as:

Learn more about Cozy Publishing’s background.
Find out where to enter discount coupon
See what kind of Food books Cozy Publishing offers.
Find out where Cozy Publishing´s book can be found offline.

Summary

We conducted testing with 5 participants to made observations on how they interacted with the prototype and completed the tasks.

Method: Remote, moderated usability testing (Hotjar)
Participants: 10
Age: 25-30 years
Average Time: 7 minutes
Task Completion Rate: 100%
Error-Free Rate: 99.4%

NEXT STEPS

If I were to push this project further, I would:

1. RE-TEST

Now that I made revisions to my design, I would like to test and validate the changes made and observe if any further improvements need to be prioritized.

2. DESIGN HANDOFF

With finalized version of the design, I would then present the final design to stakeholders and hand it off to developers to build the website.

3. FUTURE IMPLEMENTIONS

Gamification: Adding Points or credits to the orders, and giving them discount pn that the future purchases.

Voice Assistant: Adding voice assistant feature, which can be useful for handicapped people as well

Additionally, I would like to explore other multimedia feature integrations to the website, as my research indicated thet these, when well executed can add immense value to a new publication´s web presence.