Problem: Paradox of Choice
We tried to solve the problem of choice overload. Given the deluge of information available over the internet, it is really difficult for users to make the right buying decisions on high involvement products like smartphones, laptops, tablets, etc. My user study identified a 4 step buying process: Need, Discover, Compare, Buy. Users had different needs at every stage of the process.
Our aim is to simplify this process by giving the most comprehensive set of insights to our users and create a onestopshop that gives them all the information they need to discover, explore and buy products. In our vision (Product search 2.0), buysmaart acts as a single destination that guides the user throughout the entire buying process – from Need to Discover to Compare and Buy.
UX & UI Design
At Buysmaart, I was part of the founding team. We created a Buysmaart web and mobile app. I led the experience strategy and design—producing all major deliverables and presenting these to the stakeholders. I did the User Research, Competitior Analysis, Personas Creation and User stories. I defined the Information Architecture, created Low Fidelity Wireframes, UI designs and Usability Testing. And, I also took responsibility for creating marketing campaigns and social media campaigns.
To build powerful tools to help customers make better buying decisions
Google wasn’t a powerful enough search option when it came to product discovery. You tediously clicked through a whole bunch of links—specifications, user reviews and whatnot— to build a big picture of the product. Analyzing data to reach “the best decision” was overwhelming. I have designed easy, intuitive ways of discovering products based on user needs.
User Research & Market Research
Stepped out of the office and started talking to the people / listening to the stories about their buying behaviors. It’s crucial for this project to understand how people take buying decisions. How do they research and extract the data to find insights that trigger their decisions?
BUYING - IS EASY
- I already know what I want to buy
- Just give me the best price
- Make my buying convenient
- Make my delivery quick Make my returns easy
BUT CHOOSING - IS HARD
- I know what I am looking for
- Understand my needs
- Surface only relevant products
- Help me choose the right product for me