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Elaine Ching
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UX DESIGN
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Elaine Ching
ABOUT
UX DESIGN
OTHER WORKS
CONTACT
ABOUT
UX DESIGN
OTHER WORKS
CONTACT

Discover > Empathise > Client’s Goals

Pets ‘n’ More has been the city’s neighborhood pet supply store since 2002, catering to a diverse clientele of local residents and small businesses.

Client’s Goals

Encourage

visitors to explore the curated selections and make purchases

Maintain

the brand image "small shop" appeal

Offer

a highly curated inventory with a focus on quality over quantity

Discover > Empathise > Affinity Mapping

User

Interview

I conducted in-depth interviews with four pet owners, including those with one pet and those with multiple pets. After the interviews, I used affinity mapping to synthesize the needs and goals of the users when purchasing pet products from pet websites. For the full iteration of the affinity map click here.

Here are the needs and goals of the users:

  1. Need for thorough research before purchasing pet products

  2. Need for detailed product information

  3. Fast and easy navigation for pet product searches

  4. Preventing bad shopping experiences

I also identified the reasons users abandon their carts, which helps address the client's goal of enhancing the checkout process to prevent cart abandonment.

1. Research & Reviews

I need to do research and read reviews before buying pet products.

3. Navigation

I prefer being able to find specific pet products easily and quickly on the pet websites

5. Reasons for abandoning the cart

I had to give up because I was still comparing the product prices with other stores, and I didn't need the product urgently.

in-depth.

2. Product Details

I need to know the details of these products before buying pet items. (price, reviews, ingredients, materials, pictures, sizes, quality…)

4. Bad Experiences

I want to avoid these bad shopping experiences. (wrong size ordered, product discrepancies…)

Define > Define > Persona

HMW

UI Problem solving

UI Kit

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