This project required students to respond to a brief to design a product that conveys a particular facet of life as a millennial. As someone who prefers to do most of my shopping online I chose to investigate and draw out the pain points of online shopping.
The largest proportion of the online shopping market consists of millennials between the 25 to 34 age bracket. Although 61% of consumers will do some research before making an online purchase, only 12% will buy furniture and household goods online. I decided to focus on furniture as there are evident barriers to purchasing this online.
Secondary research, experience mapping, interviews, persona, task modelling.
I found that customers are highly motivated during the "Browse" and "Search" stages but can be overwhelmed with feelings of disappointment, uncertainty or confusion during the "Buy" stage.⠀
Key takeaways gained from interviewing five participants were that because one cannot physically interact with products online, detailed information is highly valued to ensure the product is the right fit and will meet the users expectation. It was so found the users perceived online shopping to require more effort than shopping in-store.
"You know exactly what you are getting if you shop in store."
"If the value of the item is expensive, then I do a bit of research and see which brand is better."
"I want to see the item in context, and not just a stock photo."
"I'd love someone to give me all the technical details but in terms that I can actually understand. I don't want to have to stress about if I'm making the right choice or not."
Persona card describing the user of the problem.
I brainstormed ideas and received feedback to some possible solutions which could assist the user. I decided to focus on the final idea which depicts integration of virtual reality (VR) technology as it appeared the most useful in being able to assist users to depict objects in real space.
The first model investigates how a furniture app could be utilised to bridge the in-store and online purchase processes. The second model shows the journey of customer from the initial purchase inquisition to the final purchase decision.
Wireframes, paper prototyping, feedback, low and high-fidelity prototypes.
Existing app research
When investigating how the app feature could be integrated with the exisiting IKEA app, I decided to shift focus to augmented reality as it is more accessible due to the ability to be directly integrated into any smartphone. The exisiting IKEA app currently allows users to browse and store items in their cart to be picked up in store. The proposed AR feature could be integrated within the product page and allow the user to view the item instantly within the context of the room they are in.
Feedback on the paper prototype found issues with instruction wording, icon meanings and navigating back to home.
Sketch and Axure were used to create the final high-fidelity prototype.
In this project, I explored the possibilities with integrating upcoming new technologies into design solutions. Future integrations of AR could be experimented with in the post-purchase process to assist users with furniture assembly.