Product Design
A mobile website created for a Google UX project - User Interviews, User Personas, Competitive Analysis, Usability Testing, Affinity Mapping, Wireframes, Prototyping, Mockups
Research Background and Planning
Discovery Research
User Interviews, User Personas, Competitive Analysis
Key Takeaways
Interviewees were receptive to the idea of a cat-focused app for finding and ordering food
Most, if not all, competitors were servicing multiple animals (pets) and not specifically cats
4 out of 5 interviewees went through a bag of cat food around the 1 month mark
Interviewees were interested in having monthly subscriptions for cat food delivery
Usability Testing
Research Methodology
Unmoderated usability testing sessions
US, Remote
10 minutes per user suggested
5 individual cat owners
Users were asked to interact with a low fidelity prototype
Stakeholders wanted to create an app specifically dedicated to cat owners, where users can find and place orders for their items, then have those items delivered to them.
Competitive analysis was performed against multiple apps to provide insights to features and functionality.
User interviews were conducted to determine pain points, use cases and desirability for a dedicated cat-focused app.
Is making a recurring order/subscription intuitive and simple for the user?
Are there any areas of navigation or search that doesn’t make sense or prohibits the user from continuing?
How long does it take for a user to find their cat food?
How long does it take for a user to checkout?
Research Insights
Users wanted more information on monthly subscriptions
A confirmation page is needed before checking out
Adding directly to cart from search is preferred
More entry points for item location on home page
Creating a monthly subscription
5 out of 5 participants were wanted more info on monthly subscriptions
One user specified they wanted to manage and see their subscriptions and was annoyed they could not change it after the fact
Participants generally understood what monthly subscriptions entail, but wanted more information
"I would want to know more about when that monthly delivery date might be"
Completing the checkout process
All users were able to quickly checkout, but 2 out of 5 participants felt uneasy that there was no screen to review their purchase
Users wanted to be able to double-check their cart order and items before actually making a payment
Not including an overview/review page before completing the purchase can reduce trustworthiness
"I get anxious when checking out so I want to see an overview of what I'm ordering on the payment page"
Adding items to the cart
2 out of 5 participants wanted to be able to add directly from the search page
Users felt adding items to the cart was generally easy, but wanted a faster way
One user mentioned that it’s easier if they already know what they want since they wouldn’t need to view details
"If I know that [item] is all I want, I want to be able to add [to the cart] directly"
Navigating and searching through the app
5 out of 5 participants were able to quickly search for and find their cat food
Most users used the search bar to find their items, but one user used the food tab
One user brought up that they would like to have a “favorites” section on the home page to easily find their items
"I would like to see a section on the home page that has my favorite foods and a way to favorite them on the detail page or something similar"
