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Case study: ShopEco Marketplace

ShopEco is an e-commerce platform designed to empower users to live sustainably on a budget. This project was part of a design bootcamp, where I explored innovative ways to make eco-friendly products more accessible and affordable.

Product Designer

Role

Product Designer

Role

Product Designer

Role

6 weeks (2024)

Duration

6 weeks (2024)

Duration

6 weeks (2024)

Duration

RE:CODED

Exploration project

RE:CODED

Exploration project

RE:CODED

Exploration project

View Prototype

UX/UI Designer

Role

UX/UI Designer

Role

6 weeks

Duration

6 weeks

Duration

2024

Year

2024

Year

RE:CODED

Exploration project

RE:CODED

Exploration project

View Prototype

Team scope (5 UX/UI designers)

We worked collaboratively during the research phase to deeply understand user needs and market gaps.

Desk Research

Survey

User Interview

Persona

UJM

Moodboard

Style Tile

User Flow

Sole scope

Once the research was completed, I took the lead on the visual design and conducted user testing independently, ensuring the design not only looked great but delivered an intuitive, seamless experience for users.

Once the research was completed, I took the lead on the visual design and conducted user testing independently.

Design System

Wireframes

Visual Design

Prototype

Card Sorting

User Testing

Women looking straight into the camera while choosing products in the supermarket

ShopEco's User Persona photo

“I want to live sustainably, but it's often too expensive and inconvenient. I wish there were more affordable and accessible options”

85% of users expressed interest in digital tools that support sustainability

Sustainability is more than a trend—it's a growing priority. The demand for change is clear: 85% of users are interested in a digital solution that simplifies sustainable living, yet only 93% are currently using digital tools.

However, 71% struggle with high costs and 57% are frustrated by the limited availability of eco-friendly products.

The challenge?

Find the way to make eco-friendly choices accessible, while seamlessly integrating educational content to guide users through their sustainable journey.

Research Goals & Objectives

1. Identify User Motivations and Barriers

Objective

Understand what motivates individuals to pursue a sustainable lifestyle and identify the common obstacles preventing them from adopting eco-friendly habits.

Findings

According to our research, 86% of users are primarily driven by environmental concerns, with additional motivations including saving money (57%) and health benefits (54%). However, the most common barriers include high costs (71%), inconvenience (57%), and a lack of knowledge (43%). This illustrates a strong desire for sustainable living but highlights the financial and educational challenges that prevent broader adoption.

1. Identify User Motivations and Barriers

Objective

Understand what motivates individuals to pursue a sustainable lifestyle and identify the common obstacles preventing them from adopting eco-friendly habits.

Findings

1. Identify User Motivations and Barriers

Objective

Understand what motivates individuals to pursue a sustainable lifestyle and identify the common obstacles preventing them from adopting eco-friendly habits.

Findings

2. Understand Current Behaviours and Practices

3. Discover Information and Resource Needs

4. Assess Usability and Functionality Preferences

Research Methodology

During the research phase, our team worked closely together, immersing ourselves in the task of understanding the market and our users.

Desk Research

We delved into industry reports, articles, and blogs, uncovering the current landscape of sustainable living. This exploration revealed emerging trends and innovations, highlighting opportunities for improvement in sustainable lifestyles.

We delved into industry reports, articles, and blogs, uncovering the current landscape of sustainable living.

This exploration revealed emerging trends and innovations, highlighting opportunities for improvement in sustainable lifestyles.

Summarised findings of the desk research

Surveys and Interviews

To gain deeper insights, we conducted surveys and interviews. These conversations with users illuminated their motivations, pain points, and desired features.

Quotes from user interviews

Quotes from User Interviews

"
L
Pollution impact
Witnessing the impact of pollution and climate change on natural landscapes inspired me to take action in my own life.
"
N
Limited choices
Often, it takes a lot of time to find eco-friendly products. The choice is very limited, and the price is high.
"
J
Planet preservation
Causing less damage to the planet and not having negative impact on the life experience of other people eventually.
"
M
Contribution and gratification
For me the feeling of contributing towards planetary health and potentially reducing the damage that has been done to the earth has given me some relief and gratification that I can be part of the solution.
"
S
Knowledge gap
I feel there are many different ways to live a sustainable lifestyle which I lack knowledge and would want to educate myself more about it.
"
N
Resource conservation
A clean environment leads to better health for both people and animals. It's important to save resources and think about future generations.
"
L
Sustainability goals
My main goals are to reduce my carbon footprint, minimize waste, and support eco-friendly products and companies.
"
A
Driven by climate change
The effects of climate change are basically one of the main causes that inspire me to live more sustainably.
"
S
Parental influence
Growing up as a child and seeing my mum and her cleaning habits have led me to make eco-friendly choices.

"
L
Pollution impact
Witnessing the impact of pollution and climate change on natural landscapes inspired me to take action in my own life.
"
N
Limited choices
Often, it takes a lot of time to find eco-friendly products. The choice is very limited, and the price is high.
"
J
Planet preservation
Causing less damage to the planet and not having negative impact on the life experience of other people eventually.
"
M
Contribution and gratification
For me the feeling of contributing towards planetary health and potentially reducing the damage that has been done to the earth has given me some relief and gratification that I can be part of the solution.
"
S
Knowledge gap
I feel there are many different ways to live a sustainable lifestyle which I lack knowledge and would want to educate myself more about it.
"
N
Resource conservation
A clean environment leads to better health for both people and animals. It's important to save resources and think about future generations.
"
L
Sustainability goals
My main goals are to reduce my carbon footprint, minimize waste, and support eco-friendly products and companies.
"
A
Driven by climate change
The effects of climate change are basically one of the main causes that inspire me to live more sustainably.
"
S
Parental influence
Growing up as a child and seeing my mum and her cleaning habits have led me to make eco-friendly choices.

"
L
Pollution impact
Witnessing the impact of pollution and climate change on natural landscapes inspired me to take action in my own life.
"
N
Limited choices
Often, it takes a lot of time to find eco-friendly products. The choice is very limited, and the price is high.
"
J
Planet preservation
Causing less damage to the planet and not having negative impact on the life experience of other people eventually.
"
M
Contribution and gratification
For me the feeling of contributing towards planetary health and potentially reducing the damage that has been done to the earth has given me some relief and gratification that I can be part of the solution.
"
S
Knowledge gap
I feel there are many different ways to live a sustainable lifestyle which I lack knowledge and would want to educate myself more about it.
"
N
Resource conservation
A clean environment leads to better health for both people and animals. It's important to save resources and think about future generations.
"
L
Sustainability goals
My main goals are to reduce my carbon footprint, minimize waste, and support eco-friendly products and companies.
"
A
Driven by climate change
The effects of climate change are basically one of the main causes that inspire me to live more sustainably.
"
S
Parental influence
Growing up as a child and seeing my mum and her cleaning habits have led me to make eco-friendly choices.

"
L
Pollution impact
Witnessing the impact of pollution and climate change on natural landscapes inspired me to take action in my own life.
"
N
Limited choices
Often, it takes a lot of time to find eco-friendly products. The choice is very limited, and the price is high.
"
J
Planet preservation
Causing less damage to the planet and not having negative impact on the life experience of other people eventually.
"
M
Contribution and gratification
For me the feeling of contributing towards planetary health and potentially reducing the damage that has been done to the earth has given me some relief and gratification that I can be part of the solution.
"
S
Knowledge gap
I feel there are many different ways to live a sustainable lifestyle which I lack knowledge and would want to educate myself more about it.
"
N
Resource conservation
A clean environment leads to better health for both people and animals. It's important to save resources and think about future generations.
"
L
Sustainability goals
My main goals are to reduce my carbon footprint, minimize waste, and support eco-friendly products and companies.
"
A
Driven by climate change
The effects of climate change are basically one of the main causes that inspire me to live more sustainably.
"
S
Parental influence
Growing up as a child and seeing my mum and her cleaning habits have led me to make eco-friendly choices.

Integrating AI for Analysis

We used the data collected from interviews, surveys, and desk research to generate possible problem statements, "how might we" questions, personas, and user journey maps with Chat GPT.

The important stage in this process was to refined the documents to be AI-ready and create prompts for the AI that will work best for our needs.

Also we continuously revised the AI model's output to ensure the results were relevant and consistent with our research findings.

Data from the survey that was a part of the research.

Problem Statement & HMW questions generation

One of the key stages in our process was defining a focused problem statement based on research findings.

Using the Double Diamond framework, we developed a series of "How Might We" (HMW) questions, exploring various angles of the problem before converging to the most critical user pain point.

Problem statement and "How Might We" question

The Biggest User Challenges

Despite a strong desire to live more sustainably, people are often hindered by high costs, lack of knowledge, and the difficulty of finding eco-friendly products.

People usually buy sustainable products from different shops because they can't find everything they need in one place

Data from the survey that was a part of the research

Gap in the Market

There is no single destination for shopping sustainable products that offers a wide range of options, clear information (labeling, certifications), and everything people need.

This forces consumers to spend a lot of time sourcing sustainable products from various places.

Data from survey results

User Persona

The user persona was created based on survey data, including demographics, goals, frustrations, and motivations of the audience.

The target audience, primarily urban young professionals, expressed frustration over the perceived inconvenience and cost of making greener choices. They need a solution that is both convenient and engaging.

Visual representation of the User Persona

User Journey Map

First, the stages of the user journey for analysis were defined. The user persona from the previous session, along with all available data, was introduced to ChatGPT to generate potential user scenarios. After discussion, the most suitable scenario was selected.

Next, the user journey map was created, enriched with additional information such as phases, sections (feelings & thoughts, actions, pain points, and opportunities).

Visual representation of the User Journey Map

Collaborative solution

Our collaborative solution was ShopEco, an e-commerce app that promotes sustainable products while educating and rewarding users for their eco-conscious behaviour.

The app merges the convenience of online shopping with sustainability tips and a gamified reward system to motivate users toward greener choices.

The most important features based on user research data

ShopEco high-fidelity screens

Core Features Address Main Pain Points

The core features of ShopEco's MVP tackle several key user pain points. These features collectively address the challenges of finding, tracking, and learning about sustainable products and practices.

Product Search & Filters

Streamlines the process of finding eco-friendly products, with detailed filters that speed up product discovery and help users effortlessly make informed choices based on price, certifications, and sustainability ratings.

Product Search & Filters

Sustainability Points System

Users are rewarded for making sustainable choices, earning points they can redeem for discounts. This system also motivates ongoing engagement, encouraging users to continue choosing eco-friendly products.

Sustainability Points System

Learning Hub

Addresses the lack of knowledge, empowering users to adopt sustainable habits and making the app a comprehensive resource for both shopping and learning.

Learning Hub

Addresses the lack of knowledge, empowering users to adopt sustainable habits and making the app a comprehensive resource for both shopping and learning.

Learning Hub

Addresses the lack of knowledge, empowering users to adopt sustainable habits and making the app a comprehensive resource for both shopping and learning.

Learning Hub

Addresses the lack of knowledge, empowering users to adopt sustainable habits and making the app a comprehensive resource for both shopping and learning.

Personalised Recommendations

Tailored suggestions based on location and shopping history streamline the decision-making process, reducing carbon footprints and supporting local businesses, while aligning with users' sustainability goals.

Personalised Recommendations

Design Process

Moodboard

We worked on the moodboard collaboratively, which helped us establish the style for the project. We explored different ideas for the logo and name of the app. I came up with a logo that combines a leaf and a cart, representing a marketplace for sustainable products.

Moodboard

Style Tile

The colour palette includes white, bright green, and green, reflecting the sustainable focus of the e-commerce platform, ShopEco. The text is set in Poppins, a modern sans-serif font known for its clean and geometric design, which enhances readability and complements the overall aesthetic of simplicity and clarity.

Style Tile

Components Set

I created a reusable components set in Figma to streamline the design process for our project. This set includes buttons, input fields, icons, and other UI elements that maintain a consistent style and functionality across the application. By using these reusable components, we ensure design uniformity, reduce redundancy, and significantly speed up the development process.

Components Set

Variables and Text Styles

Variables and text styles were created by me in Figma to ensure design consistency and streamline our workflow. This approach saves time, reduces errors, and enhances the overall efficiency and organisation of our design process, ultimately benefiting both the design team and the end users.

Variables and Text Styles

Visual Design

View Prototype

Here, you can explore the wireframes and high-fidelity screens I worked on after our team agreed on the project's style. After completing the high-fidelity designs, I created a prototype in Figma to gather feedback from potential users.

From Wireframes

To High Fidelity Design

ShopEco Learning Hub

View Prototype

Data-Driven Product Card Improvements

I conducted a card sorting study where users were asked to categorize a list of Product Card elements into four groups: Crucial, Important, Nice to Have, and Not Important. The elements were ranked within each group, with the most important items listed first.

Delivery price is crucial

✦ The research highlights the critical importance of delivery price and time.

Delivery price is crucial

✦ The research highlights the critical importance of delivery price and time.

Delivery price is crucial

✦ The research highlights the critical importance of delivery price and time.

Delivery price is crucial

✦ The research highlights the critical importance of delivery price and time.

Sustainability information is important

✦ Information about environmental impact of the product is important, including sustainability points system and sustainability certifications.

Sustainability information is important

✦ Information about environmental impact of the product is important, including sustainability points system and sustainability certifications.

Sustainability information is important

✦ Information about environmental impact of the product is important, including sustainability points system and sustainability certifications.

Sustainability information is important

✦ Information about environmental impact of the product is important, including sustainability points system and sustainability certifications.

Not important elements

✦ Social media sharing buttons and "Ask questions" functionality were found to be not important.

Not important elements

✦ Social media sharing buttons and "Ask questions" functionality were found to be not important.

Not important elements

✦ Social media sharing buttons and "Ask questions" functionality were found to be not important.

Not important elements

✦ Social media sharing buttons and "Ask questions" functionality were found to be not important.

Results

✦ Implementing these insights has improved the order of elements on the page.

100

90% of respondents in user testing preferring the new layout

Results

✦ Implementing these insights has improved the order of elements on the page.

100

90% of respondents in user testing preferring the new layout

Results

✦ Implementing these insights has improved the order of elements on the page.

100

90% of respondents in user testing preferring the new layout

Results

✦ Implementing these insights has improved the order of elements on the page.

100

90% of respondents in user testing preferring the new layout

Usability Research Findings: Key Metrics and Insights

Our usability research for the ShopEco marketplace was conducted through user testing sessions, surveys, and heat map analysis. These are the key findings and metrics from our study.

Task Completion Rate

✦ 92% of users successfully completed the task of finding an eco-friendly product within their price range.

✦ This high rate reflects that users found the search and filter functions intuitive and easy to navigate, thanks to the clean, minimalist design of the platform.

Task Completion Rate

✦ 92% of users successfully completed the task of finding an eco-friendly product within their price range.

✦ This high rate reflects that users found the search and filter functions intuitive and easy to navigate, thanks to the clean, minimalist design of the platform.

Task Completion Rate

✦ 92% of users successfully completed the task of finding an eco-friendly product within their price range.

✦ This high rate reflects that users found the search and filter functions intuitive and easy to navigate, thanks to the clean, minimalist design of the platform.

Task Completion Rate

✦ 92% of users successfully completed the task of finding an eco-friendly product within their price range.

✦ This high rate reflects that users found the search and filter functions intuitive and easy to navigate, thanks to the clean, minimalist design of the platform.

Time on Task

✦ On average, users took 1 minute 45 seconds to complete product searches.

✦ This is 25% faster than the industry benchmark for similar e-commerce platforms, highlighting the efficiency of the user journey we designed.

Time on Task

✦ On average, users took 1 minute 45 seconds to complete product searches.

✦ This is 25% faster than the industry benchmark for similar e-commerce platforms, highlighting the efficiency of the user journey we designed.

Time on Task

✦ On average, users took 1 minute 45 seconds to complete product searches.

✦ This is 25% faster than the industry benchmark for similar e-commerce platforms, highlighting the efficiency of the user journey we designed.

Time on Task

✦ On average, users took 1 minute 45 seconds to complete product searches.

✦ This is 25% faster than the industry benchmark for similar e-commerce platforms, highlighting the efficiency of the user journey we designed.

User Engagement

✦ 73% of users clicked on educational resources available on product pages.

✦ This indicates strong interest in learning about eco-friendly practices, validating our decision to integrate educational content alongside product listings.

User Engagement

✦ 73% of users clicked on educational resources available on product pages.

✦ This indicates strong interest in learning about eco-friendly practices, validating our decision to integrate educational content alongside product listings.

User Engagement

✦ 73% of users clicked on educational resources available on product pages.

✦ This indicates strong interest in learning about eco-friendly practices, validating our decision to integrate educational content alongside product listings.

User Engagement

✦ 73% of users clicked on educational resources available on product pages.

✦ This indicates strong interest in learning about eco-friendly practices, validating our decision to integrate educational content alongside product listings.

Error Rate

✦ The error rate (e.g., users failing to use filters correctly) was only 8%, showing the platform's ease of use and accessibility.

✦ Users particularly praised the clarity of sustainability filters like "biodegradable" and "vegan", and ability to filter by materials and price range.

Error Rate

✦ The error rate (e.g., users failing to use filters correctly) was only 8%, showing the platform's ease of use and accessibility.

✦ Users particularly praised the clarity of sustainability filters like "biodegradable" and "vegan", and ability to filter by materials and price range.

Error Rate

✦ The error rate (e.g., users failing to use filters correctly) was only 8%, showing the platform's ease of use and accessibility.

✦ Users particularly praised the clarity of sustainability filters like "biodegradable" and "vegan", and ability to filter by materials and price range.

Error Rate

✦ The error rate (e.g., users failing to use filters correctly) was only 8%, showing the platform's ease of use and accessibility.

✦ Users particularly praised the clarity of sustainability filters like "biodegradable" and "vegan", and ability to filter by materials and price range.

User Satisfaction

✦ Post-test surveys revealed a 92% user satisfaction rate, with users appreciating the seamless combination of shopping and learning about sustainability.

✦ Many participants indicated that the platform would help them make more eco-conscious purchasing decisions, citing it as a valuable tool for both new and experienced green shoppers.

User Satisfaction

✦ Post-test surveys revealed a 92% user satisfaction rate, with users appreciating the seamless combination of shopping and learning about sustainability.

✦ Many participants indicated that the platform would help them make more eco-conscious purchasing decisions, citing it as a valuable tool for both new and experienced green shoppers.

User Satisfaction

✦ Post-test surveys revealed a 92% user satisfaction rate, with users appreciating the seamless combination of shopping and learning about sustainability.

✦ Many participants indicated that the platform would help them make more eco-conscious purchasing decisions, citing it as a valuable tool for both new and experienced green shoppers.

User Satisfaction

✦ Post-test surveys revealed a 92% user satisfaction rate, with users appreciating the seamless combination of shopping and learning about sustainability.

✦ Many participants indicated that the platform would help them make more eco-conscious purchasing decisions, citing it as a valuable tool for both new and experienced green shoppers.

Conclusion

✦ The usability metrics show that ShopEco is not only highly intuitive but also effectively meets user needs. From smooth product searches to engaging educational content, the platform has achieved a positive balance between functionality and user engagement.

NPS

Today

Nov, 11

Nov, 10

70% of respondents will recommend app to their friends

Conclusion

NPS

Today

Nov, 11

Nov, 10

70% of respondents will recommend app to their friends

Conclusion

NPS

Today

Nov, 11

Nov, 10

70% of respondents will recommend app to their friends

Conclusion

NPS

Today

Nov, 11

Nov, 10

70% of respondents will recommend app to their friends

Reflections

1. Balancing Features and Simplicity

Challenge:

Ensure that the platform is easy to navigate while still offering valuable functionalities.

Solution:

We held several online meetings and worked simultaneously using Figma to narrow down the most painful experiences our potential users have now. After defining the problem statement, we worked on a set of "How Might We" questions and then chose the one to focus on. This approach helped us prioritise essential features while maintaining a simple and intuitive interface.

1. Balancing Features and Simplicity

Challenge:

Ensure that the platform is easy to navigate while still offering valuable functionalities.

Solution:

1. Balancing Features and Simplicity

Challenge:

Ensure that the platform is easy to navigate while still offering valuable functionalities.

Solution:

1. Balancing Features and Simplicity

Challenge:

Ensure that the platform is easy to navigate while still offering valuable functionalities.

Solution:

2. Aligning on Vision

Challenge:

With five designers on the team, aligning on a unified vision for the project was sometimes difficult. We had to navigate differing opinions and find common ground to move forward effectively.

Solution:

We established a clear communication strategy from the outset. Regular check-ins and brainstorming sessions were scheduled to ensure everyone was on the same page. We used Discord for urgent issues and held online meetings via Zoom and Google Meet for ideation sessions. We used Figma for visual alignment and decision-making, which helped us consolidate our ideas and agree on a unified vision.

2. Aligning on Vision

Challenge:

With five designers on the team, aligning on a unified vision for the project was sometimes difficult. We had to navigate differing opinions and find common ground to move forward effectively.

Solution:

2. Aligning on Vision

Challenge:

With five designers on the team, aligning on a unified vision for the project was sometimes difficult. We had to navigate differing opinions and find common ground to move forward effectively.

Solution:

2. Aligning on Vision

Challenge:

With five designers on the team, aligning on a unified vision for the project was sometimes difficult. We had to navigate differing opinions and find common ground to move forward effectively.

Solution:

3. Maintaining Design Consistency

Challenge:

Keeping the design consistent across the platform was crucial for a seamless user experience.

Solution:

I created a set of reusable components, typography styles, and variables. This ensured that every element adhered to the same design principles, maintaining consistency throughout the project. We also decided to use a wireframe kit to maintain the same visual style and speed up the process.

3. Maintaining Design Consistency

Challenge:

Keeping the design consistent across the platform was crucial for a seamless user experience.

Solution:

3. Maintaining Design Consistency

Challenge:

Keeping the design consistent across the platform was crucial for a seamless user experience.

Solution:

3. Maintaining Design Consistency

Challenge:

Keeping the design consistent across the platform was crucial for a seamless user experience.

Solution:

4. Tracking Project Progress

Challenge:

Keeping track of project progress and ensuring timely completion of tasks was essential.

Solution:

I created and maintained a Kanban board with weekly tasks in Figma, assigning team members to each task. This approach helped us stay organised and on track and was perfect for a small team of designers as we could have our tasks and designs at one place. Regular updates and reviews ensured that everyone was aware of their responsibilities and deadlines, facilitating smooth project management.

4. Tracking Project Progress

Challenge:

Keeping track of project progress and ensuring timely completion of tasks was essential.

Solution:

4. Tracking Project Progress

Challenge:

Keeping track of project progress and ensuring timely completion of tasks was essential.

Solution:

4. Tracking Project Progress

Challenge:

Keeping track of project progress and ensuring timely completion of tasks was essential.

Solution:

5. Maintaining Order and Consistency

Challenge:

Ensuring that all team members were aligned and our files were well-organised was crucial for maintaining order and consistency.

Solution:

I developed a suite of templates for the team, including an Interview Guide, Interview Script Template, Interview Responses Collector, and more. I also created typography and colour styles specifically for our research files. These tools helped us maintain order and consistency in our work, ensuring that all team members were aligned and our files were well-organised.