Project at a glance.

User research.

To understand common challenges and pain points associated with shopping at vintage/antique stores, I conducted user interviews, along with usability tests of Room Service Vintage’s current website. These interviews were done remotely via Zoom, using the screen-sharing feature.

I gained a further understanding of what customers might expect from an eCommerce vintage/antique store and how Room Service Vintage could improve that experience.

Competitive and comparative analysis.

Based on the key insights garnered from my user research, my next step was to analyze the competition to see how they operate. I did this by mapping out the competitive landscape and surveying competitors’ product page features.

It’s important to keep in mind that Room Service Vintage’s website doesn’t include eCommerce functionality, therefore none of the features analyzed were currently available for comparison.

Below is a competitive analysis of three direct competitors of Room Service Vintage:

Below is a comparative analysis of two indirect competitors of Room Service Vintage:

The MET Store.

Product Page

• Multiple photos

• Product overview/description

• Details & dimensions

• Shipping & returns

• Write a review

• ‘You may also like’

Findings.

Based on the results of my competitive and comparative analysis, I decided to include the following features in my design:

• Multiple photos

• Product overview/description

• Details & dimensions

• Condition

• Shipping & returns

• Write a review

• ‘You may also like’

User persona.

Based on my user research and analysis of the competition, I developed Laura's primary user persona: The Thrifty Shopper. By understanding Laura’s needs, pains, and frustrations, I was able to pinpoint her problem and propose solutions. Laura seeks an online vintage store where she can compare items to find the best product at an affordable price. How can we create an organized collection of items that presents relevant product information for easy comparison?

User flow.

I generated a user flow for my primary user persona (Laura | The Thrifty Shopper) that improved upon the direct and indirect competitors’ online shopping experiences. She can quickly learn about Room Service Vintage, comparison shop for chairs, and ultimately purchase the best chair at an affordable price.

Information architecture/navigation design.

Low-fidelity wireframe.

Usability testing.

Objective.

The purpose and goal of the usability testing were for users to be able to visit the about page, then find and purchase a chair in under one minute.

Tasks.

I asked the users to “walk me through how you would use this e-commerce site to learn more about the company. Then demonstrate how you would find and purchase a vintage chair.”

I asked for expectations before certain actions were performed. Afterward, I asked for thoughts on the process, as well as their impressions of the layout.

Findings.

• Tasks were completed within 1 minute for each user I tested.

• Dialogue suggests streamlining the checkout process and making the font size a little smaller.

• Overall users were satisfied with the shopping experience.

Mid-fidelity prototype.

I made sure to incorporate the feedback from the usability test into my design. This included adding a feature for users to track their progress at each step of the checkout process and adjusting the font size to be both easy to read and visually appealing.

Second iteration usability testing.

For the second iteration of usability testing my objective and tasks remained consistent.

Findings.

• Tasks were completed within 1 minute for each user I tested.

• Dialogue suggests including the option to see the company’s return policy.

• Overall users were satisfied with the shopping experience.

Second iteration mid-fidelity prototype.

In response to the findings of the second iteration of usability testing, I included the company’s shipping and return policy in my design.

Results.

The results of this project are more than just an updated website with eCommerce functionality, it’s a site specifically designed with the user in mind. I created a solution with features addressing specific pain points, including:

• Easy access to information about the company, including their shipping and returns policy.

• The ability to easily compare products by viewing multiple images and detailed product information in order to find the best deal.

• The option to leave a review.

• The choice to browse products related to the users’ current items of interest.

• A streamlined check-out process.

High-fidelity prototype.

Opportunities to enhance the overall user experience for Room Service Vintage by introducing a range of new features:

• Expanding shipping options to provide users with greater flexibility, including the ability to choose between in-store pick-up or delivery based on their preferences and convenience.

• Diversifying payment options to offer users a wider range of choices, catering to different preferences and ensuring a seamless and convenient checkout process.

• Implementing a chat feature to enable real-time communication and support for users throughout their entire shopping journey. This will allow us to provide personalized assistance, address any queries or concerns, and ultimately enhance the overall shopping experience for our users.