Overview
The Curious Bees is a go-to store for stimulatory and play-based learning products for young children aged 0-6 years, born out of a mother’s struggle to reduce screen time for her toddler.
Role
Sole UX/UI Designer
Timeline
2 Months
Tools
Figma, Photoshop, Illustrator, Spreadsheet, Paper & Pencil
Challenge
The website’s outdated look didn’t feel trustworthy and violated usability principles, impacting user confidence and engagement.
Goal
My goal was to completely redesign the look and feel of the existing website to create a trustworthy and user-friendly experience.
Design
User Research: Summary & Pain Points
I began with secondary research, reviewing articles and blogs on common e-commerce website design challenges and pitfalls. I then conducted interviews and created empathy maps to understand my primary users—first-time parents or couples expecting their first baby—and their needs, informing my problem statement and solutions. Below are the identified pain points:
Lack of Trustworthy Sources:
Users found few reliable websites for purchasing toys and baby products, making it hard to feel confident in their choices.
Insufficient Product Details:
First-time parents struggled to find comprehensive product information, leaving them uncertain about what’s best for their baby.
Accessibility Barriers for Seniors:
Users over 60 reported difficulties navigating websites not designed with accessibility features, limiting their ability to shop comfortably.
Frustrating Checkout Process:
Nearly all users disliked being forced to log in before completing checkout, creating unnecessary friction in their shopping experience.
Competitive Analysis
I evaluated competitors’ websites, focusing on first impressions, accessibility, user flow, visual design, and content, to create a comprehensive competitive analysis report.
Personas
Based on my user research findings, I developed three distinct user personas to reflect the diverse backgrounds and needs of my target audience.
User Journey Map & Flow
Alongside the personas, I crafted user journey maps and flows for the website’s core functions to understand how users would navigate tasks and identify their needs to complete them effectively.
Wireframes
I began by sketching low-fidelity wireframes on paper, favoring this method for its speed in generating diverse concepts that effectively address user pain points, marking key elements with stars to guide the initial digital designs. Transitioning to Figma, I created low and high-fidelity digital wireframes, iterating continuously across fidelity stages to enhance the app’s functionality and user experience.
Cognitive Biases & Principles Used
To enhance user experience, I considered key cognitive biases and heuristics during the design of high-fidelity wireframes. Below are the cognitive biases and design principles I applied:
Validate
Usability Testing
I prepared for usability testing by developing a test plan and script to ensure a seamless experience for participants. Through moderated remote usability tests, I gained valuable insights into areas for prototype improvement. The test included three scenarios:
1. Purchase a toy for your daughter, from finding the product to completing the purchase.
2. Discover upcoming events at Curious Bees.
3. Inquire about a toy to learn more details.
Good Navigation:
All participants successfully navigated the website, easily locating products and information.
Slow Sign-Up:
40% of participants desired a faster, more streamlined sign-up and sign-in process.
Unable to Remove Items:
20% of participants struggled to remove items from the order summary page.
Previously Ordered Option Needed:
80% of participants wanted an option to view their previous orders for better tracking.
Refined Designs
I iterated on the designs based on usability test findings to address user pain points.
Result
The final mockups showcase the redesigned website, reflecting the improved look and feel.
Design Kit
The design kit outlines the visual elements and guidelines for the project, ensuring consistency in implementation.
