UX/UI Design, Responsive Web Design
SmartCart is a white-label distributed commerce solution, designed to reduce the friction between customers and the point-of-purchase (currently used by eBay). The SmartCart is a modal that allows users to purchase contextually-relevant products, without ever leaving the page they are on.
As the only UX/UI designer working on the team (created while working for Bringhub Inc.), my key roles were:
• Design low-fidelity wireframes, to comply with eBay's specs, legal requirements, and business needs.
• Conduction both remote and in-person usability tests.
• Constantly iterating the wireframes according to insights gain from performing usability tests.
• Maintaining constant communication between our team at Bringhub and the team at eBay.
• Creating micro-interactions and hand them off to the development team.
• Designing a high-fidelity prototypes and hand them off to the development team, while answering any queries re the polished design.
In the initial stages of the projects, I've designed two sets of wireframes for the SmartCart's desktop version, to get a better understanding of which one performed best (by conducting A/B testing and making a data-driven decision).
The first iteration of the SmartCart modal was designed as a sidebar, which slides from the left side of the browser window.
This version of the modal, had a horizontal layout, as opposed to the vertical one of V.1. We wanted to A/B test both of these layouts to be able to conclude which perform best, hence - which version should we develop moving forward.
Since we wanted to make a data-driven decision about selecting which layout to develop, I conducted a series of in-person and remote usability tests. The usability tests were designed in a way that allowed the each tester to provide us with valuable feedback on both versions (we presented the users with both the versions and asked for their feedback on both). Here are some of the test videos:
After conducting enough usability tests, we were able to clearly see which set of wireframes performed better. Translating all the insights from the tests to design decisions, I created a final set of wireframes before moving on to decide on the final look and feel of the SmartCart.
To create the final, polished design, I've decided to closely follow Google's Material Design Guidelines. The reason for this decision was the need to design an interface that would be both useful and familiar to the users, and this way to reduce and friction as they go through the product discovery and checkout processes. This design approach was also decided upon in order to increase conversions.
