Role: UI/UX Design, User Research & Usability Testing
Client: OO Shopping, now called Hatsa
Duration: 17 weeks
OO Shopping was working on creating a new social shopping platform called Hatsa. With Hatsa the user can create shopping boards to save items she found online to help her decide on what to buy. They wanted to improve the usability of the website and create a new visual brand identity.
I researched through desk research, a survey and interviews how this platform could facilitate people when orienting on which product to buy. The main function of the platform would be saving products you find online to buy later. I learned in my research that there are three different reasons to save a product. I identified three user groups based on these reasons.
The snooper – the goal of the user is to “snoop around” without an intention to purchase anything.
The seeker – the goal of the user is to come to a decision. The user is looking for a specific product and orienting on which one to buy by comparing them.
The doubter – the goal of the user is to save a product to find back later. They might not need the product at that moment, don’t have any money or they are still unsure if they want to buy it.
I created user stories for every user group to make sure the platform fits the needs from every group. From these user stories I came to several system requirements.

Screenshots of the website during the usability test

I conducted a think out loud usability test to find most of the usability issues. 
I included a pre-test, post-task and post-test questionnaire to learn more about for what kind of audience and purpose the platform could be interesting and go more in depth on every task. To learn more about the experience of the user, I used several Microsoft’s product reaction cards.
I learned that it was unclear for the user what they could do on the platform, only through reading the scenario’s and completing the tasks it became clear. The participants needed to search for quite some time to find several pages, buttons and functions. Even after using a function once, they had to look for it again the second time. On top of that, it was unclear to them if they had completed a task. It became clear that the platform was unclear and didn’t fit the expectations of the user.
To find more usability issues and have stronger arguments, I conducted a heuristic evaluation using the ten heuristics from Jakob Nielsen. 
I compared the platform to several other websites that users use to make a purchase decision to find the USP. I found that there wasn’t really a website that contained all the desirable functions that a user needs to make a decision, which is what would make this platform unique.
Before I started sketching, I did a little exercise with several users where I gave them several elements from the platform and asked them to position them in a way that made sense to them. This gave me a better idea of their expectations towards the shopping boards. After sketching, I created paper wireframes for every page to get feedback from my client.

Paper wireframe board

To sketch out the flow of the platform, I created UI Flows using the shorthand approach from Ryan Singer. I used the scenarios from the usability test to improve the flow and the feedback the platform gives.

UI Flows

I repeated the think out loud usability test with new participants. I concluded that the usability of the platform was improved in terms of efficiency, effectivity, engagement and ease to learn. Participants needed less time to find their way around the platform and this time decreased as they used the platform longer. The body language and the comments of the participants were also more positive. Scenarios that were rated low in the first test were now rated significantly higher. The most striking result was an increase of approximately 40% in chosen positive product reaction cards.

Mobile version of the website

More of my work

Back to Top