Yelp Design Challenge
Yelp Design Challenge
Mobile App e-commerce Design
OVERVIEW
A Yelby baby store is the e-commerce app that helps parents-to-be to explore the world of baby products! Yelby is trustable, as buyers evaluate every product to provide genuine and constructive reviews. Parents-to-be will enjoy gaining knowledge with less stress, more savings to buy what they need. We knew best for baby!
01
Search Page
BRAND RAKING
Introducing Brand Ranking - Show top 5 brands after product search.
02
Detail Page
PAGE DESIGN
Clean, simple and easy to follow.
SAVE AND SHARE
Encourage users to save for later and share with others.
STOCK INFORMATION
Constantly update.
Review
Positive & powerful
BUYERS VOTE ON PRODUCT ATTRIBUTES
Easy to read and understand the votes by People’s choice!
BUY NEXT TIME (YES OR NO?)
Detail reviews help customers to decide with justifications.
Compare
Helpful & dynamic
INTRODUCE “COMPARE PRODUCTS”
Potential buyers can select to compare two products, weight on Pros and Cons before choosing the better one.
03
Product Thinking
USER SIDE
DEFINITION
New mom -
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They bought items for themselves before they become a new mom.
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They don't have any experience of babies field.
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They don't know what kinds of the baby stuffs they need to prepare.
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They wasted time looking for different review after they still don't know which items they should buy.
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They spend the time to catch up lots of info be an excellent new mom.
"NEW MOM" THINKING
Most parents-to-be will find this stressful!
First-time parents-to-be may have lack of experiences on baby products. It is a big challenge as they will need to acquire knowledge from ground zero.
QUESTION
How to quickly from a new mom to be a super mom?
ASSUMED USER GOALS
For new parents, they anticipate their problems are solved by finding a resourceful location to choose the best baby products.
Base on the requirements for this design challenge, I optimize the design journey flow begins from product search to making a purchase.
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KEY FINDINGS
Parents-to-be become indecisive to complete an order because：
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Lack of experience
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Too many choices on the market
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Doubtful product reviews and ratings
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Afraid of buying a bad product for baby
BUSINESS SIDE
ASSUMED BUSINESS GOALS
Push the customers forward - New design, provide useful data that help users to find the right product and encourage moving forward towards completing an order.
Promotions, on-sales, and stock information - Create a sense of urgency to offer users to act quickly on completing an order before the product is sold out.
To build a platform utilizing crowdsourcing - to encourage customers to generate more product reviews, and share them on social media.
How to solve this problem based on both sides?
Design and optimize the search page and product detail page on Yelby. Optimize design towards getting customers into the purchase funnel.
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Add a Brand Ranking table in Search Page;
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In Detail Page, each product contains several attributes for buyers to vote;
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Include buyers’ recommendations to increase credibility;
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Add Brand Comparison to compare two products from different brands, assist customers in making a decision;
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Promote all users to share the ranking table with friends.
04
Task
A new mom is looking to purchase diaper products.
COMPETITIVE EVALUATION
An evaluation to capture the good and the bad on the mobile app Search Result Page from three different companies.
Amazon
Jet.com
Babies“R” Us
SEARCH RESULT PAGE SOLUTION
Add “Brand Ranking” after product search. This table generated base on customers’ votes. Also to meet the business goal, I added a Share button to promote social network marketing.
VISUAL
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ITERATION
When the user scrolls down to browse, first they will notice the ranking table, secondly the product feed. Users can focus on products correspond to the top brands.
Task
05
A new mom is browsing details for a diaper she is interested.
COMPETITIVE EVALUATION
To compare the product detail page of two different companies.
Amazon
Jet.com
PRODUCT DETAIL PAGE SOLUTION
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VISUAL
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ITERATION
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Added background color to make the picture more prominent.
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Placed quantity selection right under the picture, so it is easy to notice.
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Change the branding color to match this is a baby product store.
TESTING FINDING
Style Guide
06
07
Prototype
Due to time constraints, the prototype has completed but not perfectly done. I will continue to improve with new version if time permits.
08
User Testing
I used the iterate version to conduct a user testing (click-thru test, five seconds quick test and Q and A test). This test helps to analyze the issues I had experienced during the design stage.
CLICK TESTING
Conclusion
09
For a business perspective, the goal is to push customers toward the purchase channel. Yelby baby store inherits Yelp’s business model with crowdsourcing data generated by reviewers. Yelby can further expand the business realm to retail markets, thus building popularity with increasing new accounts.
For user perspective, Yelby provides a platform to help parents-to-be to gain better knowledge on baby products. Also, customers can be more enjoyable with less stress as they can evaluate carefully from previous buyers’ reviews before selecting the right product.
