LuLu Mobile Application - Ecommerce

LuLu Mobile Application - Ecommerce

LuLu Mobile Application - Ecommerce

Enhancing Hyper-Market Ecommerce: User-Focused Research

Enhancing Hyper-Market Ecommerce: User-Focused Research

Enhancing Hyper-Market Ecommerce: User-Focused Research

Project Basics

MY ROLE

User Interviews

User Interviews

Usability Testing

Usability Testing

Heuristic Analysis

Heuristic Analysis

DELIVERABLES

Mobile Application

Project Brief

Conduct a comprehensive UX analysis for LuLu's Ecommerce application to identify factors causing high bounce rates. Investigate user pain points, enhance user experience, and provide actionable recommendations for improvements.

GOAL

Optimize LuLu's Ecommerce app to reduce bounce rates, enhance user satisfaction, and improve overall user experience. Provide data-driven insights to guide strategic changes that align with users' needs and preferences.

Project Basics

MY ROLE

User Interviews

Usability Testing

Heuristic Analysis

DELIVERABLES

Web and Mobile Applications

Project Brief

The project involves designing a comprehensive stock market analysis platform, focused on delivering accurate insights for investors to optimize profits and manage risks effectively. The platform will leverage proprietary indicators and trend analysis techniques to identify lucrative stock opportunities.

GOAL

Develop an intuitive and advanced stock market analysis platform featuring seamless data visualization and trend analysis capabilities. The design should align with the parent company's theme, with the option to enhance and propose improvements as necessary.

Problem Statement

Problem Statement

LuLu's Ecommerce app experiences high bounce rates, indicating potential user experience issues. Users encounter challenges while navigating the app's extensive product range. Our goal is to pinpoint pain points, understand user behavior, and propose design enhancements to create a smoother and more engaging user journey.

LuLu's Ecommerce app experiences high bounce rates, indicating potential user experience issues. Users encounter challenges while navigating the app's extensive product range. Our goal is to pinpoint pain points, understand user behavior, and propose design enhancements to create a smoother and more engaging user journey.

Target Demographics

Target Demographics

The Ecommerce app serves a diverse range of users, including expatriates, Indian residents, and those seeking authentic Indian products in the UAE. Users cover various age groups, from new parents to individuals looking for cultural and grocery items. The audience includes tech-savvy users with varying degrees of digital literacy.

The Ecommerce app serves a diverse range of users, including expatriates, Indian residents, and those seeking authentic Indian products in the UAE. Users cover various age groups, from new parents to individuals looking for cultural and grocery items. The audience includes tech-savvy users with varying degrees of digital literacy.

Research Phase

After our the discovery workshops with the client and few user interviews few got to draft the user personas for the product. Meet Sarahand Zubair, our two distinct user personas for the Swedish cuisine food delivery app.

After our the discovery workshops with the client and few user interviews few got to draft the user personas for the product. Meet Sarahand Zubair, our two distinct user personas for the Swedish cuisine food delivery app.

Google Playstore App Reviews

Google Playstore App Reviews

In this context, I initially sought guidance from Google, hoping to find quick solutions and recommendations. However, the results were relatively superficial. To gain deeper insights, I decided to analyze user reviews of the LuLu Shopping App on the Play Store. This involved sifting through a plethora of comments, encompassing diverse sentiments ranging from satisfaction to frustration. However, I must emphasize that this approach, although informative, is not the most efficient or comprehensive means of obtaining feedback. Despite this, I've highlighted a few representative comments below to shed light on user perceptions.

In this context, I initially sought guidance from Google, hoping to find quick solutions and recommendations. However, the results were relatively superficial. To gain deeper insights, I decided to analyze user reviews of the LuLu Shopping App on the Play Store. This involved sifting through a plethora of comments, encompassing diverse sentiments ranging from satisfaction to frustration. However, I must emphasize that this approach, although informative, is not the most efficient or comprehensive means of obtaining feedback. Despite this, I've highlighted a few representative comments below to shed light on user perceptions.

User and Stakeholder Interview

User and Stakeholder Interview

I concentrated on extracting valuable insights from user feedback. For a deeper understanding, I conducted interviews with users across Middle Eastern countries. This qualitative research method allowed me to delve into their feelings and experiences through targeted questions and tasks, providing a comprehensive understanding of their major pain points. Additionally, I held a stakeholder interview with a LuLu Hypermarket employee, which further enriched my insights into the issue.

I concentrated on extracting valuable insights from user feedback. For a deeper understanding, I conducted interviews with users across Middle Eastern countries. This qualitative research method allowed me to delve into their feelings and experiences through targeted questions and tasks, providing a comprehensive understanding of their major pain points. Additionally, I held a stakeholder interview with a LuLu Hypermarket employee, which further enriched my insights into the issue.

Online Survey and Responses

Online Survey and Responses

Recognizing the limitations of qualitative methods for capturing widespread opinions, I transitioned to quantitative approaches. Employing the Sparrow tool's free trial, I engaged both the design community and regular users. By crafting a set of questions, I collected valuable data. Remarkably, the design community on LinkedIn proved to be a supportive resource. Within a mere 24 hours, I received an impressive 100 responses with a completion rate of 90.08%, shedding light on valuable insights from a larger user base.

Recognizing the limitations of qualitative methods for capturing widespread opinions, I transitioned to quantitative approaches. Employing the Sparrow tool's free trial, I engaged both the design community and regular users. By crafting a set of questions, I collected valuable data. Remarkably, the design community on LinkedIn proved to be a supportive resource. Within a mere 24 hours, I received an impressive 100 responses with a completion rate of 90.08%, shedding light on valuable insights from a larger user base.

User Testing

User Testing

Subsequently, I utilized platforms like Zoom and Google Meet to conduct remote user interviews. By assigning specific tasks within the existing LuLu shopping app, I performed user testing. This approach falls within the qualitative research spectrum. Engaging selected users, presenting them with scenarios, and requesting them to perform designated tasks unveiled their reactions and behaviors, enriching our understanding of their experiences.

Subsequently, I utilized platforms like Zoom and Google Meet to conduct remote user interviews. By assigning specific tasks within the existing LuLu shopping app, I performed user testing. This approach falls within the qualitative research spectrum. Engaging selected users, presenting them with scenarios, and requesting them to perform designated tasks unveiled their reactions and behaviors, enriching our understanding of their experiences.

Scenario 1

Scenario 1

Imagine you've recently arrived in the UAE and learned that people use the LuLu shopping app for all their shopping needs. You're planning to cook a meal, and you need to purchase the required ingredients. Please use the app to find and buy the items you need for your recipe.

Imagine you've recently arrived in the UAE and learned that people use the LuLu shopping app for all their shopping needs. You're planning to cook a meal, and you need to purchase the required ingredients. Please use the app to find and buy the items you need for your recipe.

Scenario 2

Scenario 2

You're in search of new headphones for your laptop or mobile device. You have a budget in mind, but you don't have a specific product in mind. Your task is to browse the app, research different options, and ultimately make a purchase decision for the headphones that best fit your needs within your budget.

You're in search of new headphones for your laptop or mobile device. You have a budget in mind, but you don't have a specific product in mind. Your task is to browse the app, research different options, and ultimately make a purchase decision for the headphones that best fit your needs within your budget.

User Personas

User Personas

I collected and synthesized the data, transforming key insights into three fictional personas that represent distinct user profiles.

I collected and synthesized the data, transforming key insights into three fictional personas that represent distinct user profiles.

Insights - Painpoints Identified

Insights - Painpoints Identified

Now, we've delved into the core of the user discomfort. Let's dive deep into the issue, the actual challenge at hand.

Now, we've delved into the core of the user discomfort. Let's dive deep into the issue, the actual challenge at hand.

Delivery Challenges

Delivery Challenges

Users encounter problems with missing items, delays, delivery status, and support contact.

Users encounter problems with missing items, delays, delivery status, and support contact.

Inventory Update Delays

Inventory Update Delays

Inventory updates are slow, leading to inaccuracies in product availability and frustrating user experiences.

Inventory updates are slow, leading to inaccuracies in product availability and frustrating user experiences.

Payment Constraints

Payment Constraints

Limited payment options restrict user flexibility, hindering a smooth transaction process.

Limited payment options restrict user flexibility, hindering a smooth transaction process.

Complex Onboarding

Complex Onboarding

The onboarding process is challenging, causing new users to struggle with navigating the app effectively.

The onboarding process is challenging, causing new users to struggle with navigating the app effectively.

Inadequate Product Categorization

Inadequate Product Categorization

Ineffective product categorization hampers user product discovery, affecting their overall experience.

Ineffective product categorization hampers user product discovery, affecting their overall experience.

Ineffective Search Functionality

Ineffective Search Functionality

Inadequate search options result in users struggling to locate specific products quickly and efficiently.

Inadequate search options result in users struggling to locate specific products quickly and efficiently.

Insights - Survey Results

Insights - Survey Results

We made a questionnaire that people could fill out online. Their answers helped us see patterns and understand what many people felt about the app.

We made a questionnaire that people could fill out online. Their answers helped us see patterns and understand what many people felt about the app.

User Journey

User Journey

I collected and synthesized the data, transforming key insights into three fictional personas that represent distinct user profiles.

I collected and synthesized the data, transforming key insights into three fictional personas that represent distinct user profiles.

Card Sorting and Information Architecture

Card Sorting and Information Architecture

I asked users to organize app things like cards in a game. This showed us how they think the app should be organized. I used that to make things easier to find.

I asked users to organize app things like cards in a game. This showed us how they think the app should be organized. I used that to make things easier to find.

User Flow Analysis

User Flow Analysis

Developed intricate user flow diagrams to outline the sequential steps users take within the app. Mapped their progression from entry points to task completion, uncovering areas of confusion or inefficiency.

Developed intricate user flow diagrams to outline the sequential steps users take within the app. Mapped their progression from entry points to task completion, uncovering areas of confusion or inefficiency.

Proposed Solutions

Proposed Solutions

Upon collecting user and stakeholder data, a multitude of ideas emerged, though many were neither suitable nor practical. Through numerous iterations and testing, these concepts evolved.

Upon collecting user and stakeholder data, a multitude of ideas emerged, though many were neither suitable nor practical. Through numerous iterations and testing, these concepts evolved.

Solution 1 - The Triangle Module

Solution 1 - The Triangle Module

Taking the user journey into consideration, I devised a triangular module aimed at enhancing user and delivery personnel convenience. This comprises three applications: one for consumers, another for managers, and the third for delivery personnel.

Taking the user journey into consideration, I devised a triangular module aimed at enhancing user and delivery personnel convenience. This comprises three applications: one for consumers, another for managers, and the third for delivery personnel.

Solution 2 - Improved Search

Solution 2 - Improved Search

Addressing the challenge of the Poor Search Feature, we've proposed an overhaul that involves incorporating advanced search algorithms and filters. This revamp aims to streamline product discovery by allowing users to search by various attributes like name, brand, category, and even personalized recommendations.

Addressing the challenge of the Poor Search Feature, we've proposed an overhaul that involves incorporating advanced search algorithms and filters. This revamp aims to streamline product discovery by allowing users to search by various attributes like name, brand, category, and even personalized recommendations.

Key wins and Learnings

Key wins and Learnings

Through this research, a crucial realization emerged: a superior product isn't solely defined by appealing designs or innovative technologies, but rather hinges on the user and their experience. If users don't encounter a seamless journey, the product's excellence holds little significance to them.

Through this research, a crucial realization emerged: a superior product isn't solely defined by appealing designs or innovative technologies, but rather hinges on the user and their experience. If users don't encounter a seamless journey, the product's excellence holds little significance to them.

Enhanced User Understanding

Enhanced User Understanding

Gained a deeper comprehension of user pain points and needs through extensive research methods, leading to actionable insights.

Gained a deeper comprehension of user pain points and needs through extensive research methods, leading to actionable insights.

Holistic Approach

Holistic Approach

Leveraged a combination of qualitative and quantitative research methodologies to ensure a comprehensive understanding of user perspectives.

Leveraged a combination of qualitative and quantitative research methodologies to ensure a comprehensive understanding of user perspectives.

Effective Persona Creation

Effective Persona Creation

Developed three distinct user personas, catering to diverse user backgrounds and preferences, facilitating targeted solutions.

Developed three distinct user personas, catering to diverse user backgrounds and preferences, facilitating targeted solutions.

Cross-Functional Collaboration

Cross-Functional Collaboration

Collaborated with stakeholders, including the LuLu Hypermarket employee, to gain valuable insights and ensure alignment with business goals.

Collaborated with stakeholders, including the LuLu Hypermarket employee, to gain valuable insights and ensure alignment with business goals.

Real-World Application

Real-World Application

Showcased the application of UX research in solving real-world problems and enhancing the digital shopping experience.

Showcased the application of UX research in solving real-world problems and enhancing the digital shopping experience.

Continuous Improvement

Continuous Improvement

Emphasized the significance of ongoing user feedback and iterative design cycles to continuously evolve and improve the platform.

Emphasized the significance of ongoing user feedback and iterative design cycles to continuously evolve and improve the platform.

Being a Designer for 5+ years. The best part is, I enjoy the process more.

Being a Designer for 5+ years. The best part is, I enjoy the process more.

Being a Designer for 5+ years. The best part is, I enjoy the process more.

Being a Designer for 5+ years. The best part is, I enjoy the process more.

My expertise lies in systems

My expertise lies in systems

My expertise lies in systems

My expertise lies in systems

I'm exceptionally quick in designing

I'm exceptionally quick in designing

I'm exceptionally quick in designing

I'm exceptionally quick in designing

Unified Collaboration

Unified Collaboration

Unified Collaboration

Unified Collaboration

Currently working at, Netbramha Studios as a Senior Product Designer.

Currently working at, Netbramha Studios as a Senior Product Designer.

Currently working at, Netbramha Studios as a Senior Product Designer.

Currently working at, Netbramha Studios as a Senior Product Designer.

Emerging Star of the Year - In recognition of my outstanding performance, I received the Emerging Star of the Year award for the year 2021-2022.

Emerging Star of the Year - In recognition of my outstanding performance, I received the Emerging Star of the Year award for the year 2021-2022.

Mohamed Rifath | rifathms14@gmail.com

Mohamed Rifath | rifathms14@gmail.com

Mohamed Rifath | rifathms14@gmail.com

Mohamed Rifath | rifathms14@gmail.com

© COPYRIGHT 2023

© COPYRIGHT 2023

© COPYRIGHT 2023

© COPYRIGHT 2023

Being a Designer for 5+ years. The best part is, I enjoy the process more.

My expertise lies in systems

I'm exceptionally quick in designing

Unified Collaboration

Currently working at, Netbramha Studios as a Senior Product Designer.

Emerging Star of the Year - In recognition of my outstanding performance, I received the Emerging Star of the Year award for the year 2021-2022.

Mohamed Rifath |

rifathms14@gmail.com

© COPYRIGHT 2023