mallgo.com
All of your friends and favorite stores in one place.
Dan Chow, Amanda Gobaud, & Brian Groudan
Basic Interaction Design ď‚&#x; Marcus Cervantes ď‚&#x; March 2011
Project Goal Design a web experience that reconciles both the digital and analog worlds of shopping by facilitating social interaction among friends.
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Assumptions Analog
Intersection
Concerned with
Concerned with
how long it takes
costs and sale
to find a particular
discounts; Want to
item, the correct size, and color
shop for social or entertainment
Digital Concerned with shipping, handling, returning, and privacy; Frustrated by registration
reasons
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Research & Findings
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Lucy Baker
Directed Storytelling Questions Asked.
Sumeet Patel
Tell us about the last time you went online shopping. What were you purchasing? When was the last time you went physically shopping? Were you with friends?
Chris Johnson
Cristina Martin
Would you want to make your online shopping experience more like the real world?
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Directed Storytelling Amazon’s subscribe and save is the best! Cereal is way more expensive at Giant Eagle.
I don’t trust Craigslist. They have no pictures, no ratings, and their sellers have no accountability. I use Zappos so I can return what I don’t want.
Hollister shoppers get along with other Hollister shoppers on some superficial level.
Black flats are essential. I wish sites sorted by style.
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Bricks & Mortar
We explored the benefits and limitations of the real-world shopping experience by observing buyer and seller behaviors at a local mall.
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Common Findings Directed Storytelling.
Customer reviews have a big impact on buyer decisions Corporate identity matters a lot
We look for seller accountability and honesty We want things right away
Sizing is inconsistent across companies Shopping with friends is more fun Bricks & Mortar.
Care about final sale price
Prioritize stores based on personal criteria
Concerned with sizing for making purchases later on Shoppers value external input
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Competitive Analysis
American Eagle ae.com Advertises coupons and sales on homepage Updates shopping cart as you browse and add items Allows for purchase both with and without an account Simple and clear checkout process Allows for the creation and sharing of wishlists
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J.Crew jcrew.com Promotes special offers on homepage Promotes seasonal items on homepage Displays similar items and recommendations effectively Sharing capabilities Allows users to see all items in their shopping cart Allows for easy review of cart before purchase
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Amazon amazon.com Promotes popular items on homepage Amazon Prime Displays similar items and recommendations effectively Most important features of the shopping cart stand out Easy to login, create an account, and checkout Diversity of items
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Gilt gilt.com Members-only shopping community Awards discounts to users who share Gilt with friends Limited sales items each day Allows users to see unavailable items Promotes sharing in a variety of ways
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Shop It To Me shopittome.com Emails users when sales are available Allows shopping by category Wide variety of items Control over email preferences
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Competitive Analysis What’s Working.
Try everything on and return what you don’t want Quick and efficient shipping Expansive clothing options Ability to compare prices
What’s Not Working.
Different purchasing methods
Difficulty sharing particular looks with friends
Inability to put together an outfit across multiple sites
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Design Process
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Design Opportunities Observations.
Takes time to learn checkout process
Inability to receive external input from friends Focus is on the purchase and not the process Needs.
Social and interactive experience
Intuitive purchasing interaction (ie. drag and drop) Consistent peripheral interface Universal sizing system
Integrated shopping cart
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Mood Board #F9BB09
#252525
efficient
#DF0C3D
#9DC718
d e t a r g e t n i
interactive e
g n i n i a t r e t n
engaging
social
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Information Architecture Home
Friends
Recently Visited Sites
Browsing Field
Favorites
Recently Viewed Items
Browsing Toolbar Account Settings
Friends Online
Personal Information
Chat Window
Billing Information Shopping Cart
Saved Items
Add Item
Save Item
Shipping Information
Privacy Settings
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Personas & Scenarios
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Nikhil Kumar Age. 22 years old Hometown. Bangalore, India Marital Status. Single Occupation. College student Family. Mom: professional writer/blogger; Dad: works for the Foreign Service of the State Department Shopping Habits. Nikhil’s family often relocates internationally, and as a result, he tends to shop at his favorite stores online. He is very frugal and does not buy anything that is not a bargain. Nikhil hates going to the mall because it takes forever to find parking and navigate the crowds.
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Nikhil’s Goals Life Goals.
Be well-dressed and professional
Own high quality items that will last Experience Goals.
Be able to shop without hassle
Feel like he is making the best use of his time Shop as efficiently and quickly as possible End Goals.
Access stores that may not be locally available Save up for his own future
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Emily Maynard Age. 20 years old Hometown. Basking Ridge, New Jersey Marital Status. Single Occupation. College student Family. Mom: analyst at an investment bank; Dad: runs a startup in NYC; Younger sister: high school student; Older sister: works at a tech company in Houston, Texas Shopping Habits. Emily is an avid shopper who values the opinions of her friends when making purchases. She stays ahead of trends and trusts certain brands regularly. Emily enjoys getting a good deal, but she usually doesn’t like sharing that deal.
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Emily’s Goals Life Goals.
Obtain a degree from USC
Stay in touch with her friends Experience Goals.
Feel intrigued and interested while shopping Be confident with her purchase
Gather input from friends as she makes new purchases End Goals.
Get the clothes she needs in a timely manner Feel stylish and fashionable
Be engaged with her friends
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Emily’s Scenario Emily Maynard is now a junior at USC and a sister of Gamma Phi Beta. Formal Membership Recruitment for Sorority Life is coming up in a few weeks, and she needs to buy new outfits to match with her chapter’s themes for each day of parties. Because school is beginning, Emily is very busy with beginning her semester on the right foot, while simultaneously balancing all the preparations for recruitment. No one really has time to go to the mall to look for outfits for each of the five parties. Emily decides to use mallgo.com as a way to collaboratively shop with her sisters online.
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Sketches & Wireframes
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Thank you. Questions?