DMV bazaar
DMV bazaar
Persian & Middle Eastern Grocery Website Design
Project
Grocery Website Design
Role
UX researcher, UX/UI designer
Duration
8 months
Tools
Figma, Photoshop, Miro, and Zoom
Project Overview
DMVbazaar website provides Persian& middle eastern products for: DC, Maryland, and Virginia Residents.
Problems
• Many Persian stores have limited
products.
• Finding some special products takes a
long time to find.
Research
Competitive Analysis
16 competitors
Surveys and Interviews
8 users
User Research Summary
1. More Organized product categories
• Solution:
– Card sorting for categories
– A/B testing
2. Lack of English knowledge
• Solution
– Providing products names in 2 ways:
English and “Finglish” search (Farsi with English characters)
3. Poor Filtering
• Solution
– Providing dietary options in the left side Filter
4. Lack of shipping service information
• Solution
– Displaying free shipping on top of the home page and Shopping cart
5. Seeing sales and new products in first look
• Solution
– Displaying new product and sale sections in the home page
6. Difficulty in finding some special Persian products
• Solution
– Providing individual category titled “Persian Specials”
Persona
Based on interviews with several target users.
Competitive Analysis Result
We looked at several online Persian& Middle Eastern Groceries, The main differences that we noticed were.
• Minimal Design
• Included Green color pallet
• Recipe section
• Poor Category
Key Challenges
1. User flexibility to find the product
• Solution
– There are 3 ways to find a product
2. Convenient Checkout Process
• Solution
– The Checkout process is designed in one page. we created a vertical Progress Bar in order to make an easier way to confirm each process when it is done.
Design
Key wireframes
Home page
Category page
Sub-Category page
Product page
Checkout Process
Usability Study
A/B Testing
Quick buy option
Main Task Test
Find and Purchase product
A/B Testing
Conducted A/B test with 30 users to compare 3 versions of
“ADD To CART” button and “Quantity” options
Usability Test Measurement
12 users completed the task, and were asked to answer a quick survey due to the measure of the success rate;
- All users able to easily complete the desired task 12/12
- All users would use this website frequently. 12/12
- In opinion of the most of users the design of this website is integrated. 11/12
- Working with the website was easy to use and doesn’t need any guideline.11/12
Next Steps
- 1.Add wish list part to recall people of their last shopping
- 2. Completing recipes part to uploading users recipes
- 3. Product name in Farsi