Fetchlane
Redesigning of a Fetchlane e-commerce website that sells vegan and ethical products. It also allows vendors to sell ethical products on their website
Assumptions & Hypothesis
Online shoppers need to be educated on the quality of ethical products.
Online shoppers need proof of certificate when they buy ethical products
Shoppers want to shop local
Customers like low cost products and discounts
User Research
2
68
6
One on one's
Survey Responses
Competitor Analysis
Affinity sorting of our insights from the research.
Google Analytics
Page load time was 9.22 Seconds where as required load time is less than 2 seconds before users exit
Fetch for him and fetch for her were the most searched categories
Based on our user insights we arrived at common behaviours of our user group
User Persona
Tested hypothesis :
Users seek validation of ethical products on website
Users don't necessarily want to shop local
Users trust word of mouth from their friends
Users don't necessarily want to shop local
Customers believe that if a product is ethical then it cannot be low cost
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Behavioural variable map
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Customer journey mapping
Persona
Heuristic evaluation of the existing site
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Customer journey
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Customer journey mapping
Information Architecture
User flows
Wire frames & Usability Testing
Prototype
