What made vintage shoppers want to use eBay as their main site for new discoveries? Considering the focal points mentioned within my interviews, I decided to evaluate other sites' methods of facilitating these key features and how they differ to other platforms. The personalization, means of communicating with customers, and branding seemed to be utilized more so within apps like Instagram shopping and Depop while eBay and second hand site Grailed highlighted more descriptive information about the garment being sold.
After compiling my findings into a competitive analysis framework, I was able to evaluate the strengths and weaknesses of each site to be able to assess how we could marry compelling branding with a descriptive platform.
Considering Shopify is the platform this site will be hosted on, I created a comprehensive replica of the checkout process that maintains the styling found throughout the site.
After creating a prototype, I assembled 3 users to test the first iteration of the design. These interviews took place in person as well as online. Each user was given 1 flows to follow, selecting an item and completing the checkout process. I took the main points of feedback and placed them into an affinity map.
With the core features identified for the first iteration, I created wireframes of the projected flow of the site.
The main objective for Funhouse was to create a site vintage shoppers want to shop on as well as an enticing display that would draw in new users.
Before diving into the wireframes, the flow of the site needed to be addressed. Though the initial scope of Funhouse included discussion of live auction platforms and social sharing features, the MVP needed to be the primary focus for the initial launch. The site map helped establish the must haves of the inceptive product.
Using the MoSCoW method, the client and I sat down and honed in on what would be involved within the Funhouse MVP. After looking over my findings, we determined the must haves for the first release would be a general homepage, product page with descriptions, as well as a uniform checkout process.
To consolidate the main points of contention, motivations, and needs of the online vintage shopper, a user persona was created to maintain a centric view of the user Funhouse wants to target. Matty is an experienced vintage shopper who discovered his love of vintage through physical environments but is now venturing into online shopping. Finding unique pieces online has become challenging for Matty and has led him to want to discover more online stores focused on high end finds.
To understand the online vintage community on a more personal level, I conducted 1-on-1 interviews with seasoned online shoppers. It was extremely important to engage with what users find the most appealing about shopping online, especially the main attributes they look for when selecting a vendor to purchase items from. After the interviews were conducted, I found three main points were frequently mentioned.
✳ Engage with vintage sellers and the resources they use to sell product
✳ Understand pain points shoppers experience when buying vintage online
✳ Learn of key features shoppers need while shopping online
✳ 1-1 Interviews
✳ Competitive Analysis
✳ Persona Development
✳ Feature Breakdown
✳ Mapping Flows
✳ User Testing
The client wanted a bold yet structured style to the product page that would stand out from other vintage sites, leading to the grid oriented branding. Imagery is the highlight of this page with titles, descriptions, and prices.