Value Proposition

There is a host of people who are obsessed with rare and bespoken models of sneakers. These people cannot purchase such kind of sneakers in usual shops and there only few places where they . The main purpose of the application is to create a community-marketplace for sneakers lovers, where they could sell and buy rare sneakers.

Design Challenge

As product designer I faced the following challenges:

  • to empathize with customer and understand the real problem I was trying to solve
  • to develop an Information Architecture
  • to understand, how exactly customers will use the app and navigate through the system to achieve their goals
  • to create a consistent and easy-to-use design
  • to measure the success of design

User Research

Competitive Analysis

I started my investigation from competitive analysis. I found the most popular applications in the Apple Store and conducted a SWOT analysis revealing the strengths and weaknesses for each application. Many of them were just about providing different information related to sneakers to users. But our intention was different. We were going to create a database of rare sneakers, that could be supplied by the users, and the marketplace for those who wish to sell or buy sneakers.

Personas

To better understand our final users, their needs and goals I started with developing the personas. I created 2 fictional characters, that corresponded to our target audience. Each character had particular traits, goals, frustrations and a short story about him.

User Stories

To shift the focus to the features of the applications I created user stories, that reflected major goals of the user.

Customer journey map

Based on created personas I designed customer journey maps showing the prospective path of the user, that he needed to go through while using the application to achievee his goal.

Information Architecture

To understand better how we should organize the content, I created an IA map, showing the whole structure of application.

Wireframes and User Flows

Then I created the basic user flows, showing the navigation path for the main user scenarios. Here is the user flow showing the process of browsing the catalog of sneakers and adding a product to the shopping cart.

Prototyping

After I defined a set of features and Information Architecture, I switched to rapid prototyping. I had to create an interactive prototype so I, the client and the development team could test how it works, and to understand if it helps to achieve the main goals and tasks. For creating the prototype I used the tool Justinmind, that allowed us to communicate and collaborate throughout the process of testing and iterating of the prototype.

Pivots and Iterations

The interactive prototype allowed us to test the navigation model and to reveal some interesting insights about what is the better way for the user to solve their problems and achieve their goals. Also, we came up with some new features, some of them we decided to implement for the 1st release, but other couldn’t be included into an MVP version.

Design Process

After establishing the structure and navigation of our app I switched to visual design. I had to create a new visual design language that would define a visual look and feel of the application. Firstly I developed a new color gamma for the UI, text, icons and branding materials.

Color Scheme

Iconography

I designed a couple of versions of the application icon. I played around with the concept of laces in a form of letter “S”. Also, the main idea was to make it popping out in the grid of all other icons in iOS due to bright and vivid colors and unique design.

Walk-through Process

The on-boarding process is very for the 1st time users. I designed the walk-through steps explaining in a simple manner, what are the key features of the application.

Consistent design and holistic user experience in every screen.

Design Deliverables

Handing over the assets and controlling the consistency of coded design and compliancy with the original is a very important effort. In this project I used Adobe Photoshop for developing the pixel perfect mockups and used a plugin PNG Express for providing the assets and specifications for developers.

Results & Takeaways

It’s essential to measure the results of design in order to understand if provided a good UX to the users, which helps them to solve their problems and get delight of using the product. There are many ways to receive the results of successful design, and to understand what are the next steps in improving the UX:

  • Collect feedback from users (from App Store, via questionnaire and other research methods)
  • Collect the data (app usage, App Store stats, back-end, analytics)
  • Run usability studies on target audience

Unfortunately, I didn’t move on with the development of the app, so I didn’t have access to all this data. But it was a great and insightful experience for me, that thought me a lot of things:

  • In terms of limited budget and timeframe we have to define a minimal set of the most important features and release an MVP in the shortest time.
  • User’s needs and goals always have to be aligned with business objectives.
  • Thought-out navigation and consistent design provide a cohesive and positive UX.