Design Operation & Strategy
sketching & Wireframing & Mid/High-fi prototyping
User testing (Usability, preference & A/B)
Design System (Creating and maintaining)
Designing guidline and branding stuff
Visual & Interaction Design (Final UI)
Illustrations
Responsibility
Tools
Figma
Google Analytics
FB & Insta Analytics
Hotjar
Confluence & Jira
Adobe suites ( Illustrator, Photoshop & Indesign)
Introduction
Roshia is an online shop & portfolio website focusing on Interior design. Users can view the catalog of projects, learn more about the services, and buy interior products online via the web or mobile application. Roshia is based in Tehran and trying to provide high-quality services and sell unique interior products.
I joined as a Product and Brand Designer and acted as a researcher from time to time. The steps I went through in this project were: Creating the brand and identity, Researching, Problem defining and ideating, Wireframing the solution to test with users, and Designing the Final UI.
Approach & Process
Qualitative research and users Insight
I kicked off the project by conducting 12 interviews with a different group of existing users and a few potential users to gather their insights, needs, and pain points; it ended up with a great collection of these data.
Research
Competitive Analysis
User Persona
Definition & Solution
The problem statement
As a customer of Roshia, I have difficulties finding an interior website where I can see the catalog of the latest projects and buy the used interior products online in different varieties of colors, sizes, and used materials on the same website.
Hypothesizes for this problem statement:
1. So far, users are viewing the interior projects in the portfolio websites and searching for their favorite items on the internet to buy them online from different online shops. (If they can find the exact viewed item)
2. It's not easy to find all specific filters for narrowing down the items in one online shop.
According to the insights we gathered from the interviews and market research findings, we concluded that the current market and available solutions are not covering the user's needs and pain points enough. So we came up with some ideas and solutions for our hypothesis and tested them with our users:
Ideas and solutions:
1. Designing a website with both options: A: Portfolio presentation B: Home applicant online shop. This way, users can view the project series, find which elements were used to decorate that place, and buy the item online on the same website.
2. Item narrowing as a pro: Users can narrow the list down in different ways to reach their specific goals by having an advanced filtering bar.
Final Design & Prototype
For designing the UI, as this platform was not live before, I created the brand identity and a short version of the design system to be able to kick off the UI design. Then I prepared the final UI based on wireframes and the critical feedback from the usability testing sessions.
After doing the UI designs, I created the documentation for the Design System to connect the components to the documentation for a complete reference of engineers.
Here are the UI designs for mobile and desktop:
Thanks for Watching!