Google UX Design Certification
Hue of Taiwan is a regional art e-commerce platform based out of the Taipei, Taiwan metropolitan area.This is an e-commerce platform for local artists in Taiwan to sell their artwork. They offer a wide selection of competitive pricing and artwork. Hue of Taiwan targets customers like workers who lack the time or ability to go shopping for curated artwork in person.
UX designer leading the app design from conception, research, to delivery.
Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, iterating on designs, determining information architecture, and responsive design.
The Goal
Design an app for Hue of Taiwan that allows users to easily order and get curated/favorite art pieces delivered to their door. It is also important to understand the context of the Taiwanese art culture so that we are able to better design the experience for this audience.
Target Audience
Built for busy workers and people who did not have the ability to curate, order and move artwork to their homes on their own.
User Research Summary
I conducted interviews and created empathy maps to understand the users I’m designing for and their needs. A primary user group identified through research was working adults who don’t have time to go to an in person art store to buy and move artwork on their own.
This user group confirmed initial assumptions about Hue of Taiwan’s customers, but research also revealed that time was not the only factor limiting users from buying artwork in person. Other user problems included language barriers, obligations, or challenges that make it difficult to go in person and find curated and favorite art in-person. Other user problems included obligations, financial limits, or linguistic challenges that make it difficult to buy from local artists on an e-commerce app for the art studio.
User Research: Pain Points
Four Key Stressors
Based on the research, there were 4 main stressors that users faced during this time. Their concerns were about:
Working adults are too busy to spend time picking up and installing art in their house.
Platforms for e-commerce are not equipped with assistive technologies
Linguistic barriers without translations will deter users who do not speak the language from being able to get the service/product that businesses are selling.
Various budgets will either attract or deter buyers from being able to support the business.
Wireframes
As the initial design phase continued, I made sure to base screen designs on feedback and findings from the user research.
User Testing Results
After two rounds of user testing, these were their concerns:
Having straightforward/safe checkout.
Want a filter when searching up artwork.
Wants more payment options available to buy art.
A way to order more artwork safely and conveniently.
Need better customization options when using the app (ie. more languages, different text size, etc).
Need a way to find specific artwork they are looking for.
Accessibility considerations
Provided access to users who are vision impaired through adding alt text to images for screen readers.
Used icons to help make navigation easier.
Used detailed imagery for artwork and description to help all users better understand the pieces of work.
Impact:
The app makes users feel like Hue of Taiwan really thinks about how to meet their needs.
One quote from peer feedback:
“The app made is so easy for me to find artwork to decorate my apartment even though I am not a native Mandarin speaker! I am so happy that I got to support local artists.”
Next Steps:
Conduct another round of usability studies to validate whether the pain points users experienced have been effectively addressed.