InStock was designed to allow shoppers to view items that are available in stores online using location services. Items are able to be reserved by purchasing, and can be picked up.
User Researcher, Interaction Designer, Visual Designer, Branding, Information Architect, Prototyper, Usability Researcher
Figma, InVision, Google Survey, Usability Hub
Usability Test Summary, User Task Flows, Sketches, Low-Fidelity Wireframes, High-Fidelity Mock-Ups, Style Guides, Market Research, Personas, User Stories
While everyone still has a need to shop in stores, it is less convenient than online shopping - because shipping is an added cost for single item purchases for online, it is nice to know fabric quality and sizing in person. However, stores are time consuming, issues finding the right size, difficult to comparison shop.
INSTOCK uses location services, which allows the consumer to choose area to shop and see store items in stock. Purchases are made online and the order is sent to the store. Similar to a food order, the item is prepared for customers to pick up at their convenience.
The survey was conducted to better understand in store shopping experiences and online store interaction. Many people look online before shopping in store. Top reasons people shop in stores are to try on clothes, to browse, and to know fabric quality. 75% of people at least somewhat like the store selection.
Do you look at what a store has online before stopping into shop?
Why do you shop in stores?
Are you happy with store selection?
Similar products were reviewed by SWOT analysis. The most comparable apps available provide a collection of ecommerce goods. The analysis revealed that key features were searchability of a variety of items, favoriting to save and track item prices and keep user on site for purchasing. Common pages to all three products examined are the Landing Page, Account Page, Search and Favorites.
A closer examination of a couple targeted types of users. Users demographics, motivations, goals and frustrations are explored. User personas are referred to throughout the design process to keep the product on track. Examine Personas.
“I don’t mind going to the store if it means I don’t have to pay wait and pay extra for shipping.”
Simplicity, Product Knowledge, ROI, Research
To get the best deal, based on quality.
Shop favorite brands with ease.
Dealing with traffic and lines after work.
Not knowing if item online is in the store.
“I need to find items for my children at a moment’s notice.”
Wellness, Improvement, Value, Activity
Creating a comfortable, fun home.
Staying active and focused on homelife.
Needing items last minute, in the right size.
To shop while convenient, running errands.
The top user stories highlight the importance of searchability and filtering products to narrow down the selection. Location is a priority. Examine User Stories.
User flows were put into action with paper wireframe sketches. The concept was futher developed from paper to detailed digital wireframes.
Tasks Tested: Onboarding, Searching, Purchasing, Identifying Icons
The thought process building ideas around local items availablity using sketches and mind mapping. Style Guide
Sophisticated earthy neutrals are used for the brand colors. Nuetral colors are important since the brand users will be women, men and potentially children shopping for all seasons of clothing.
Spectral represents brand sophistication and reliability. Rubik, the complimentary font, is easy to read and offers varied weights, with a touch of personality.
Based on research, most shopping logos are only words and often serif fonts. It was important to keep it simple, however supportive brand information is coveyed with a location check symbol.
The final version of mock-ups after rounds of iterations and testing.
Adjustments were made through rounds of iterations to achieve consistency and clarity in the design. Some pages needed more attention to further develop the information architecture.
Testing was done to establish clarity in details and functional usibility thoughout the site.
Location information: Font weight and colors were tested to pass accessibility test for contrast ratio. The contrast ratio passes a level AA standard.
Variations of heirarchy of product information were explored with Usability Hub for preference feedback.
Testing to gage usability was done using the clickable prototype. Processes Tested: Onboarding, Search Item, Sort By, Purchase/Secure Item.
Additional feedback from review, I added a page to find alternative locations that offered the product being viewed.
InStock increases shoppers confidence, because it allows more transparency about items available. This reduces the challenges of shopping in stores, such as lines, time consumption and finding ones size. In addtion, there is a reduction in shipping from ecommerce shopping. There is potential for adding more user engagement features, add ease in saving favorite methods and items, information on store sales, and style influencers.