TRICK OR TREATS
Mobile-first e-commerce website for a multi-brand retailer for pet products in Hyderabad, India
CLIENT
Trick or Treats
PROJECT DURATION
Nov '23 - Ongoing
KEY MOMENTS
PROBLEM STATEMENT
Trick or Treats' online expansion will centre on creating an e-commerce platform that mirrors their physical store's exceptional experience. The primary focus lies in curating a diverse product catalogue, ensuring a user-friendly interface, and emphasising strong security measures to build customer trust.
PROJECT BACKGROUND
Trick or Treats stands as a distinctive premium retail store specialising in high-quality pet products, encompassing a diverse range of items including toys, accessories, premium food, and treats sourced from renowned international brands.
HIGH LEVEL GOALS
User-centric interface: Create an intuitive and engaging platform, ensuring a seamless user experience and easy navigation to attract and retain customers.
Consistent brand representation: Reflect their unique identity and commitment to high-quality pet products both visually and through content, aligning with their established physical store experience.
Responsive design with mobile-first approach: Develop a responsive design catering to various devices, prioritising mobile usability due to the increasing trend of mobile shopping.
USER RESEARCH
RESEARCH METHOD
First, I conducted secondary research to gather information on similar services and understand current market trends. This competitive analysis helped me gain insights into the successes and failures of our competitors in the same space. After that, I conducted in-depth user interviews with our primary users and key stakeholders to gather firsthand insights.
SECONDARY RESEARCH FINDINGS
Factors like the rising trend in anthropomorphising pets, double income households and lifestyle changes are making pets an essential part of the family and has also increased demands of pet care market in India.
There are several online pet stores so there is fierce competition in this space
Premium and unique pet products are gaining popularity because of increasing number of pet owners focusing on pet well-being and lifestyle.
Competitor analysis revealed diverse strategies employed by leading pet e-commerce platforms like personalisation of pet products, emphasis on pet’s healthcare and wellbeing.
User reviews and feedback emphasised the importance of product quality, durability and effective customer support in influencing users’ purchasing decisions
Convenience, ease of navigation, and trustworthy information are crucial factors influencing user satisfaction.
IN-DEPTH USER INTERVIEWS
I conducted interviews with four participants to gain a deeper understanding of their experiences and perspectives. Two of these participants were existing customers of the Trick or Treats store. I then synthesized the data using an affinity mapping technique, which helped identify key insights and trends.
SCREENER SURVEY RESPONSE
No. of participants: 14
Age Range: 26 - 60 years
Type of pets: Dogs - 64.3%, Cats - 28.6%, Birds - 7.1%
Hybrid shoppers: 85.7%
Online shoppers: 14.3%
Commonly used devices: Mobile - 85.7%, Tablet - 21.4%, PC - 35.7%
No. of interview participants: 4
DEFINE
USER PERSONAS
Based on the user interviews conducted, we have identified two distinct persona archetypes:
The Minimalist - Someone who prefers online shopping and has a more practical approach to buying pet supplies. Their purchase decision is mostly driven by need and convenience.
The Explorer - Someone who enjoys both online and physical store shopping. Their purchase decision is mostly driven by emotions.
POV STATEMENTS
USER NEEDS
An online shopping experience that is accurate and reliable
Convenient and efficient way to buy bulk supplies
Access to information on essential pet products
A convenient method for scheduling grooming appointments
POV STATEMENTS
A pet parent who shops online needs accurate information about sizes, materials and quality so that they can make informed decision and feel confident in their purchases
A first-time pet owner needs access to information on essential pet products so that they can prioritise their pet’s health and well-being
A cat parent who takes care of several cats needs a convenient and time-saving approach to buying bulk supplies to simplify their shopping experience
A pet parent who uses TOTs grooming services needs a convenient method to schedule grooming appointments for a more streamlined booking process.
HOW MIGHT WE…
INFORMATION ARCHITECTURE
SITEMAP
We structured the project into two phases. In Phase 1, users can book appointments for the grooming spa and Fun Zone, as well as browse products and add them to their wishlist. Phase 2 focuses on introducing delivery options, including a 7km radius and city-wide delivery within Hyderabad. This phased approach was designed to give the company time to figure out logistics while simultaneously engaging users and driving early adoption of the platform.
USER FLOW
LO-FI WIREFRAMES
USER INTERFACE DESIGN
I did not focus on brand identity in this project as the company already had an established identity. Therefore, it was not a part of my scope and is not included in this case study.
HI-FI WIREFRAMES
LANDING PAGE
PET GROOMING SPA
FUN ZONE
Fun Zone is an indoor activity space for dogs located at the Trick or Treats store in Kokapet. This page is included in the website to promote the store's unique feature and allow users to easily book sessions online
PRODUCT LIST AND DETAIL PAGE
In the first phase, the product list and product detail pages allow users to browse the store's offerings and explore detailed information about each product. Users can add products to their wishlist, but the "Add to Cart" functionality will be introduced in the second phase. This approach ensures a smooth user experience while allowing the company to gradually implement e-commerce logistic capabilities.
USER TEST
RESEARCH GOAL
Evaluate the website’s ease of use, identify user challenges, and gather insights to improve booking process for the pet grooming spa and Fun Zone, as well as browsing and wishlist functionality for a smoother user experience.
RESEARCH METHOD
Conducted tests remotely using zoom and took notes during test
Used affinity mapping method to identify common themes and recommendations.
Sorted the feedback using feedback grid
TASKS
Book a grooming spa appointment
Understanding and Booking a Fun Zone Session
Adding a Toy to Wishlist
KEY TAKEAWAYS
Fun zone needs more photos and videos and clarifications for users to understand.
The Fun Zone section contains too much information to read
It is not clear if the website is meant for selling or just viewing products. Participants were looking for “add to cart” CTA button
Need clear CTA buttons to redirect users to grooming page and fun zone page
FEEDBACK GRID
FINAL ITERATIONS
LANDING PAGE
FUN ZONE LANDING PAGE
During usability testing, participants felt there was too much text to read. To improve readability, I replaced some text with pictures.
Some participants were unfamiliar with the concept of the Fun Zone and had various questions. To address this, I added a FAQ section.
PRODUCT LIST & PRODUCT DETAIL PAGE
Participants found it unclear whether the website was for selling or just viewing products. They were looking for an "Add to Cart" button. To clarify, I added a note at the top of Product List and Product Detail page and a note below “Add to wishlist” CTA.
PREVIOUS
REVISED
NEXT STEPS
Implement phase 2 key features: In Phase 1, the key stakeholders focus on using the website primarily to promote their business. In Phase 2, we will add the option to purchase items online.
“ADD TO CART” functionality
Delivery within 7kms
Conduct usability testing
Analyse results and refine features
Update & enhance the website