Overview
What type of product
Treddy is a start-up company that wants to help individuals with a safe, simple and serious second hand shopping for anyone who wants to buy and sell used products on various marketplaces, such as Facebook Marketplace and Blocket, by taking care of payment and shipping. They also want to help individuals reduce their climate emissions and consume more sustainably by reusing used products.
My task
In this project, I served as a UX designer alongside a fellow designer. Our primary responsibility was to enhance the UX and UI design of their website. Our focus included improving usability and aligning the design with Treddy's intended message and service goals.
The final result
We made a complete prototype for Treddy's website for both logged out and logged in mode with usability testing during the process. We enabled the development team to start and reviewed the design while they were building the website.
Customer
Treddy
Period of time
Dec 2020 - apr 2021
Sep 2021 - apr 2022.
Team
Emma Valfridsson
Alice Landrö
Analysis of current website
With existing research such as interviews, market research etc. The research showed that users do not really understand what Treddy means, lacked clear information and felt confused by the website at the time.
"The idea is really good, there are things that feel a little unclear."
"What do you actually do?"
"I think it's a bit unclear what you actually offer"
"Would like it to be clearer what happens if the buyer does not approve the product within 24h."
"The step-by-step description must be experienced more easily."
Their old website had difficulty conveying the value and offer in a simple way to the user. How can we create so that Treddy conveys their value to the user in a simple way and improve the overall experience of the service?
We created three primary goals for the website:
Clearer communication
Clarify value and steps for the user through the website in a personal but professional manner.
Simplicity and pedagogy
Guide the user to use Treddy in a simple, concrete and educational way.
Modernize interface
Create a modernized and inclusive user interface for the website.
Sketches and usability testing
After we went through the research material and understood the pain points, defined overall improvement areas with the website, work began on redesigning the website. We worked with flows, overall structure and hierarchy of pages and flows. We start sketches and ideas. We did medium fidelity prototype to do usability testing during the process to detect user issues, errors and get feedback.
Insights
Users find the flows much easier to navigate
Users experiences that headings and texts are unclear to know what to enter in the text fields.
Users experience that some elements take up too much space that is not necessary and remove its focus from what it is supposed to focus on.
Users want to be able to choose different alternatives in the process, such as whether they want a consignment note sent home or not.
Parts of the process from the beginning to new design
About us
The page about Treddy was very bare, blocks of just text and did not offer any inviting interest to the users. We therefore focused on simplifying and highlighting their vision of what they want to achieve step by step in a readable way.
With the new interface, it is more inviting to read, creates a good overview and the user can scan the page and understand what Treddy's vision is and what they want to achieve.
Price
In previous surveys, the users had wanted clearer information about what it costs to use Treddy, as the cost is an important part for the users. We looked at how other similar services did and discussed with the founders and we came up with making a price calculator where the user could type in the size of the package and what they would sell the item for and then get a total price.
A price table was made to show the advantages of Treddy and price examples with different items to guide the user. We also made the FAQ, with common questions about sending a package to create security for the user.
Items you sell - Dashboard
The developing
When the website developing process started by the developers we reviewed the interface continuous together with the founders. I inspected the interactions, flows, colors, animations, margins, distances and sizes, etc. to ensure that the interface resembles the designed interface in Figma and kept the guidelines that were set. This was written down in detail in a document like issues that the development team could use during the developing process.
My takeaways
This was a really exciting and challenging project. The first real project outside the school and for a real company where you have to relate to the company's wishes and trust but highlight the purpose of UX and users' voice to get a good user experience. We were given the opportunity to apply what we had learned in school and so much more.
We worked closely with both Treddy's founders and developers to create something that both works to implement and that would be as user-friendly as possible. I think this was a really good experience for me because I think I have grown in my role as a UX Designer and developed an even better communication and understanding for other teams and people in the project.
What I wanted to do better in this project is to do a better research study where we focused on doing our own interviews and surveys as well as different analysis methods to empathize even more with the users who will use Treddy's service.
If I were to continue working on the project, I would likely work on the following items to improve the user experience.
Interview users to get feedback on the entire service experience
Add some sort of web analytics tool such as Google Analytics, Hotjar etc. to learn about how users are interacting with the new design.
Continue to suggest improvements to the design based on data, research and ensure it continues to align with the WCAG 2.1 AA criteria.
Deep dive into how the digital second hand market works and how individuals approach this to become a better service that meets the target group's needs, goals and challenges.
Want to know more details about this project? Feel free to contact me!
emma00valfridsson@gmail.com
Gothenburg, Sweden