st. lawrence market: digital transformation
Elevating shopper experience through a digital itinerary and market planner.
ROLE
UX/UI Researcher
UX Strategist
year
2024
project duration
2 weeks
The website's simple design provides basic navigation but lacks visual appeal, compromising ease of use. Despite offering ample information, the cluttered layout, broken pages, and unrelated visuals complicate navigation, causing visitors to leave the site.
The goal is to redesign St. Lawrence Market's website to help visitors find the information they need faster and plan their way through the market more efficiently.
The redesigned St. Lawrence Market website will offer themed guides, personalized recommendations, and interactive maps to enhance visitors' experience by streamlining exploration of produce, crafts, and shops. It will also promote community engagement by helping users discover events and activities.
Discover
Current state analysis was conducted to evaluate the website's user experience and the following are the key insights:
Navigation & Usability: The website's inconsistent textures and color schemes reduce visual appeal, making it harder for users to navigate effectively.
Content & Interactivity: A cluttered layout and unrelated imagery confuse users and diminish clarity, resulting in a less engaging experience.
Social Media Integration & User-Generated Content: Minimal social media integration and broken links hinder functionality, while the absence of user-generated content reduces engagement potential.
Conducted a competitive analysis of GTA markets, including Kensington Market and Stackt Market, evaluating website navigation and information accessibility for visit planning. The analysis focused on three criteria: market map availability, vendor categorization, and events calendar.
Ideate & Validate
Brainstorming sessions were held to define ideal user flows and develop paper mock-ups, which informed the low-fidelity prototype design, focusing on the following user experience themes:
Organized and Curated Discoveries: Curated recommendations and categorized sections simplify the discovery of produce and crafts.
Guided Exploration: User-friendly maps and interactive planners help Jennifer navigate the market efficiently, making the most of her limited time.
Local Farm Support: Highlighting produce origins and local farms promotes Jennifer’s commitment to sustainability and community-focused practices.
Empowering Engagement: The platform enables users to discover and participate in activities, fostering deeper community involvement.
Tools used 🛠️
UX/UI Design & Prototyping
User Experience Theme
When ideating possible solutions and potential enhancements, thinking about the user experience theme for the target users will help create relevant, engaging and impactful features.
The Narrative
When presenting a pitch, an easy to follow and smooth narrative flow is essential to effectively convey ideas, ultimately allowing the audience to fully appreciate the impact of the solution being proposed.