Prinker

Prinker

E-commerce

2021

My role:

Team:

Duration:

Tools:

UX Researcher
UI Designer
Building a website

Sasha Zaiats, Nikita Nikonchuk

Sep - Dec 2021

Figma, Miro, Tilda CMS

The objective was to align the client’s website presence with the retail sales growth

Business goal

2022

It was invented by people previously working in Simense in 2017.

So, the final result was pretty good in terms of conversion rate and number of orders, considering the price of the product

It was invented by people previously working in Simense in 2017.

Results

*Resource:
https://stats.tilda.cc/projects/statistics/?projectid=5571037

2022

It is the first in the world personal tattoo printer that creates a temporary tattoo in seconds!

It was invented in Korea by former workers of Siemens in 2017. It is B2B and B2C product

Personalized Designs. Waterproof. Great For Kids. Soap Washable.
FDA Compliant Inks

An official distributor in Ukraine became my client as the company needed an online platform to sell

What is the Prinker?

Provide an excellent user experience

Explain how does this innovation work

Enable more customers to place an order

As the product is an innovation it is important to show how it works and the features it has. There should be answers to the most important questions

The e-commerce website which is based on the foundation of research and a profound understanding of clients and their needs, and has a great UI

Make sure the user experience is great, potential client have understanding of product and reasons to buy it. + The cart is accessible.

Challenges

Solutions

Discover

Stakeholder interview
Competetive benchmarking
User research

Design Process

Define

Personas
User journey map

Ideate

Affinity diagram
Site map
Informational architecture

Design

Wireframes
Develop in Tilda

Test

Usability testing
A/B testing
Metrics analysis

I found some key insights:

The best way to explain to the user how a device works is to show videos, it will also help grow sales as video materials give a "wow"-effect
Most of the sales are made by people buying for their personal use
It is important to show business owners and company's decision-makers the purpose and benefits of using prinker
My idea found a confirmation from users, there should be two pages on the website (for myself / for business)
Our website also needs to collect data from customers, so it is worth adding a questionnaire as well

As the product was innovative and there are no direct competitors in the Ukrainian market, I decided to talk with Korean colleagues. We had several Zoom calls and some suggestions through emails

We have got customer analysis. The data for which was collected on their website through the questionary, where the buyer could choose the purpose why they buy prinker. Here are the results of this questionnaire:

Based on data from the Korean branch almost
60 percent of customers are B2C and around
40 percent are B2B. The next step is to understand who are those people and divide them into groups

Professional

Stakeholder interview

Personal

Customers

Event agencies and tattoo salons are the major clients with 65,8 percent together. 20 percent - beauty salons, and 14% different facilities for kids (such as kinder gardens)

The main category in B2C is people buying prinker for personal use, 22,6% as a gift to their loved ones, friends or colleagues.
For parties and for kids 11,8% and 13,5% respectively

I have checked 2 Korean websites. One was local, other international

The international website has the tab that suggests product based on your use either Personal or Professional. To my mind it would be better to create to pages that will provide more information. This idea need to be tested further

The colors of the websites were black&white with colourful pictures and videos, which makes it clean and catchy for users

While scrolling down the website or trying to close the tab this pop-up appears. Pretty nice marketing tool to get user's e-mail address to send promotional materials in the future

Competitive benchmarking

Knowing who are main potential customers I decided to conduct interviews with 3 different categories of people to understand their motivations: an owner of an event agency, a tattoo master, an ordinary person (my friend)

I started user research with a screener survey and then contextual interviews. I started with basic questions about them and then went deeper into thorough interview. The questions I was asking you can find here

I started user research with a screener survey and then contextual interviews. I started with basic questions about them and then went deeper into a thorough interview. The questions I was asking you can find here

I showed them Korean websites (local and international) and asked for a feedback to understand what's good what's bad, what can be added and what removed

I showed them Korean websites (local and international) and asked for a feedback to understand what's good what's bad, what can be added and what removed

First stage

Second stage

I found some key insights:

Interviews helped me to understand potential customers
All of the respondents enjoyed my idea of adding 2 pages for professional and personal use
They liked the black&white palette with colourful accents
Main questions that they had I put in future affinity diagram

User Research

To understand the target audience I created a persona based on user research, which helped me communicate my findings with the client. The persona also ensured that users’ goals and frustrations were at the front of my mind as I progressed with the design. So, meet Ann, she is the owner of event agency, she seeks for a competitive advantage for her business

As the result of user interviews and data provided by the Korean branch I created an Affinity Map, grouping 4 major products, several possible usages of products and user concerns or their possible questions to understand what pages the website should have

Let's build a persona

Affinity Diagram

Persona

Home page

For myself

For business

Catalog

Q&A

About us

News

Contacts

Events

Tattoos salons

Beauty salons

Fairs

Sport events

To find out the specifics of how Ann would want the site to work, I compiled an affinity map, organizing notes from all my interviews

Informational Architecture

For myself

S Black

For kids

S Color

For parties

Color ink

For gift

Black ink

I laid out the hierarchical structure of the site in a simple and visual way with a Sitemap to visualize the complexities of website structure, so that it will better serve the audience and attract more visitors

Every time you making changes to a website or start over, a website sitemap template empowers to take risks in a controlled environment. Test things out, see how they work, and iterate.

Site Map

For business

Q&A

For myself

S Black

S Color

Color ink

The app

Instructions

Delivery

Terms & Conditions

Private Policy

Black ink

Catalog

About us

News

Contacts

Home page

By paying attention to the provisional persona, I conduct guerrilla usability testing to identify the pain point of the users. In this test, I asked 5 people to do a few tasks, while I recorded whatever they said, did, and even their thought or feelings during this usability test

Guerrilla usability testing is a rapid, low-cost method of quickly capturing user feedback that involves a User Experience (UX) consultant asking questions about specific areas of a site or application.

Guerrilla Usability Testing

Save a product (by putting like on it)
Contact the seller
Buy Prinker S Black (add to cart)
Change language
Find out about delivery

T1: You really like a device but want to leave it to buy another time. How would you do that?

T2: You want to call the seller. Where would you find a phone number?

T3: You want to switch to another language. How would you do that?

T4: You just opened the app and want to find the coat that you liked.

T5: Can the product be delivered via NovaPoshta? How would you clarify your question?

Some key insights from this guerrilla usability testing included the need to provide a lot of information, mainly to help users understand how the device work, but also to avoid a lot of text. So images/videos, and the format of the site itself, would have to do a strong job of guiding users. Then I prioritized these insights and shaped them up into a User Journey Map

Analysis of Guerrilla Usability Testing

Task list:

I phrased the tasks in open-ended questions:

Insights:

To comprehend user touchpoints, as well as to ensure no user drops out and find what obstacles they might face along the way I created the user journey. At the end of the user journey map, I have some opportunities and solutions brought into the product. Also, it reveals unconsidered flaws or new opportunities

Keeping a user at the heart of the decision-making process improves customer engagement scores phenomenally. What need to be done:

Use High-quality photos
Provide video of the product
Comprehensive and simple content
Recommendations of related products in cart
Make checkout process easy and accessible through the catalog and product page
Add pages: refund policy, privacy policy, news/blog
Add sales and discounts

This will boost loyalty among customers and create a positive impact on an organization’s recurring revenue

Insights from CJM are translated into a concrete action plan:

User Journey Map

The home page is the main one as it is the first thing user see when enters the website. I designed it clean and engaging, to keep users scrolling down and familiarise with the product

Logo

By clicking the logo user is always directed to Home page

Menu/Navigation

Menu consists of 6 items

Languages

There are 2 languages to choose

Unique Selling Proposition

A unique value proposition informs customers about how one's own brand or product is superior to its competitors

Description

That gives more descriptive information about the product

Scroll to Top Button

This module allows users to scroll back to the top of the page by clicking on button at bottom left of the page, It appears in the middle of the page

Discount Feature + Sale Tag

The customer acquisition process starts with building awareness and interest, and discounts are a proven way to do just that. Consumers are attracted by discounts and tend to share them via word-of-mouth

Final Designs. Home page

For a better understanding of why a customer doesn't want to leave the website, without clicking on the catalogue/other pages/buying the product - I created this pop-up window, asking one question "Could you tell us why are leaving the website?". There are 3 possible answers (need to think/not interested/high price) and space for own option

How to understand why user wants to close the tab?

Screenshot of first screen

Screenshot of products

Screenshot of pop-up

GIFs as a short manual

Find design

GIFs are a great way to catch people's attention and get your message across in a fun, engaging way. They're small enough that they won't slow your website down, and they help you connect with prospects and leads quickly. GIFs can be a valuable marketing tool, drive clicks and keep people engaged on a page

Transfer to Prinker

Make tattoo

These designs have been shipped, and the website went live at the end of 2021

Metrics after shipping the website:

You can check it here: https://prinker.in.ua/

Outcomes