Innovation Project
My Role
UI design, Branding
Participated in: User Research
Timeline
Jun 2024 - Aug 2024
Tools
Rhino, Keyshot, Photoshop, Illustrator
Problem
Buying refurbished electronics is anything but easy. The nature of buying something that has been opened and used bring about issues that put consumers off from even considering it as an option. What exactly are you buying?
Solution
Interactive clarity
We have meticulously crafted a seamless shopping experience to enable effortless navigation and product discovery. Recognizing the unique nature of refurbished items, each of which may vary in condition, we avoided generic stock images. Instead, we employ interactive 3D models that accurately represent each product's current state and highlight its distinctive features.
Showing the state of the product
Refurbished products aren’t new, so why show stock images
Users want to see what they are going to buy and value the transparency. Here by incorporating interactive models that shows the state of the device, will empower users to view and understand what they are buying.
3D model: Interactive product model for users to explore the device from all angles. This interactive view not only displays the actual condition of the device but also provides insights into its history, including any repairs or refurbishments made.
Comprehensive details: Showcases all available variants and conditions of each device, offering a detailed view of product specifications and technical information.
A structured approach to finding products
Focusing on essential details, we display products by model and omitting less crucial specifications like storage capacity for an easier-to-navigate interface. This tailored approach makes finding the right refurbished electronics straightforward and efficient.
Search at the forefront: Showing off all the available options. Users can easily select their preferences and scroll below to see all the available options.
Browse and compare
Users want to be sure of that the choices they make feel right. By letting users easily browse and compare various options, we allow users to feel confident in their choice.
Comprehensive details: Showcases all available variants and conditions of each device, offering a detailed view of product specifications and technical information.
DISCOVER
The uncertainty with refurbished products
Electronic devices generally have a long lifespan, especially when properly maintained. We wanted to gain insights into consumer sentiment and perceptions regarding the purchase of refurbished products.
User research
We analysed user surveys and interviews to identify key areas requiring attention. Using the data and insights gathered, we developed an action plan that included introducing new features, enhancing user interfaces, and optimising user flows.
PRE-interview questionare
Key Insights
A significant gap exists between those who believe refurbished devices can perform well and those who actually purchase them.
Research outcomes
Survey
To understand this gap, we conducted follow-up research to probe the motivations, and concerns that users have about purchasing refurbished devices. Gathered insights into user attitudes and behaviours regarding refurbished electronics. This method allowed us to collect quantitative data from a broad audience, helping us understand key concerns and motivations.
KEY TAKEAWAY
Trust and credibility
Convincing potential customers of the quality and reliability of refurbished electronics. Overcoming skepticism about the condition and longevity of used products.
User personas
Based on the insights gathered from our research, we developed three user personas to represent the diverse user base of our website. Each persona captures specific needs, behaviors, and priorities identified during our research, allowing us to tailor our design efforts to effectively meet the varied expectations of our users.
BUSINESS OPPORTUNITIES
Building Consumer Trust: A significant portion of the market is interested in refurbished products but remains skeptical of existing retailers. By establishing trust and demonstrating our expertise in refurbishing, we can tap into this untapped potential, greatly expanding our reach and market share.
Increased Customer Base: By addressing the needs of budget-conscious consumers and those interested in sustainable purchases, you can tap into demographic segments that might not otherwise engage with traditional electronics retailers.
Competitive Advantage: Offering unique services like interactive 3D models of products and comprehensive histories gives customers a shopping experience they might not find elsewhere. This can set your platform apart in a competitive industry.
High Fidelity Design
Expertise and consumer trust
Shopping for refurbished products can feel risky, especially online. To address customer uncertainty, the homepage highlights our expertise in refurbishment, aiming to build trust and convey professionalism. Visitors can explore the refurbishment processes and browse testimonials, social media reviews, to reinforce our credibility.
Hero section: Bold call to action with high contrast images showing brand expertise.
About us: Showing the company, commitment and the refurbishment process.
Stories: Using social media and brands to establish social proof to drive trust and trustworthiness.
Shop page
Product cards: Product cards showing key information. Displaying available product skews
Interacting with the virtual product
Checkout
Our checkout process is designed to be clear and smooth, reducing cart abandonment by using straightforward, actionable buttons and clearly displaying product information.
What I Learned
Balancing Usability and Information
Designing for refurbished electronics required balancing the need for comprehensive product details with maintaining usability. I learned through exploration different ways to complex information in a user-friendly way.
Embrace interactivity
Using 3D models to incorporate interactive features allowed me to showcase products in greater detail. This experience taught me to challenge online shopping experience, creating a more immersive and engaging way for users to connect with and explore products.
Next Step
Working with others
I worked on this project independently, but I recognize the value of collaboration in a professional design environment. If design resources were available, I would focus on leveraging team expertise by presenting the work and research done to bring the team up to speed. I would also prioritize clearly defining roles and responsibilities while ensuring alignment on project goals to foster a cohesive and productive workflow.
User testing
To ensure that we our design has tackled the issue, the next step is conducting user testing. Insights from these tests will help identify areas for improvement, refine features, and ensure the final product delivers a seamless and satisfying shopping journey.
