Case study: ShopEco Marketplace
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
Design System
Wireframes
Visual Design
Prototype
Card Sorting
User Testing
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
Research Methodology
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
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).
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.
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.
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.
Design Process
Visual Design
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.
ShopEco Learning Hub
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.
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.
Results
✦ Implementing these insights has improved the order of elements on the page.
50
60
70
80
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.
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.
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.
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
