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Website design
WIZ is a customized handicrafts platform which focuses on matching users with craftsmen to create products, and showcase first-hand design works from craftsmen.
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Goal &
Challenge
What is the problem?
To fulfill user's need, there are increasing number of e-commerce platforms offering customization services. However, most services only provide limited options such as embossing, color changes, photo printing, and etc. In this situation, a part of users that always struggle to find a suitable customization service online.
What if!
Insights from user research
Persona
Female, 26-year-old
Office worker
Dislike troubles
Recommendations from friends
Uniqueness of product design
High-quality of product
Only can utilize preset customization options
Cannot communicate specific design details with designer
Hard to find a proper size that perfectly matches the requests
Craft items according to own preferences
Find technical expertise to bring the design ideas to fruition.
A reliable platform to shop
User journey map
Entry point
A fully customized service spends time communicating between users and craftsmen, which elevates cost of communication. This may be one of the reasons why most competitor products only provide predefined options to users, and haven’t launched a customization service of 0-1 product.
Let's...
Before the communication stage, there is a pre-survey concretizing user’s design idea to let craftsman know user’s requirement more accurate. The communication cost would be reduced.
Come out
Information Architecture
Problem finding in the usability test
After finishing the wireframe, I tested the prototype with 5 users. The objective of this test is to evaluate the usability, user experience, and functionality of the Craft My Own Service to ensure it meets the needs and expectations of users.
The tasks I gave to the users were:
1. Get a quote from a craftsman with the design idea you already have.
2. Customize a gift for your friend without any idea.
In the test, everything went smoothly until users reached the "Craft My Own Page" section. At that point, they started asking questions and hesitated to perform the tasks. Afterwards, I analyzed their behavior and used a Feedback Grid to identify where the problems were. I found 2 main causes that need iteration:
Before
Based on the mentor’s feedback, it’s better to put some visual content since most people feel easier to absorb visual information.
During testing, users misunderstood these step items as prompts that could provide some information to guide them.
CTA is not obvious enough and has too much information.
After
Provide instruction within the information icon to help users focus more
on CTA when they’re moving to the Craft My Own Page.
Add signs and concise descriptions to each step.
Before
Change to
After
Based on feedback, users expect to browse craftsman list on the Craft My Own Page.
Upon user’s behavior in testing, users went to the Product Catalog to find the products with customized service, rather than going straight to the Craft My Own Page to find customized products.
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