GO CART Process book
TABLE OF CONTENT SECTION I:
AMAZON DASH RESEARCH
NEW CONCEPT RESEARCH
NEW CONCEPT DEVELOPMENT
1. KEY INSIGHTS
1. PRODUCT ECOSYSTEM
1.WIREFRAMES FOR APP
2. USER JOURNEY
2. CARDSORTING EXERCISES
2. INFORMATION ARCHITECTURE
2.WIREFRAMES FOR WEB
3. SERVICE BLUEPRINT
3. PROBLEM & VISION STATEMENT
3. SERVICE BLUEPRINT
4. TARGET AUDIENCE
4. KEY INSIGHTS
4. KEY INSIGHTS
5. EXPERIENCE MAP
5. PERSONAS 6.USER JOURNEY MAP
WHAT WE LEARN Amazon Dash Button is a Wi-Fi connected device that reorders your favorite item with the press of a button. This little device communicates to your Amazon Prime account using the local WIFI network. The setup of the device is easy, all you need is a smartphone (iPhone or Android) with the Amazon App. Follow a few steps, and your account settings are sent to the Dash Button using the speaker of your phone to the microphone in the Dash. You can actually hear as your data is sent to the Dash!
Key Brand Specific buttons solidify brand loyalty Advertising medium
Replenishing system Targeted for point of need situations
WHAT WE RESEARCH
Physical version of 1-click ordering
Key: It aims to add one button access everywhere to ease householdsâ€™ shopping.
WHAT WE FOUND Forced brand loyalty that automated consumerism promotes may also be a turnoff to shoppers. Many consumers, especially the younger generation, aren’t ready to commit to just one brand. Many aren’t even ready to commit to Amazon Prime memberships to gain access to Dash in the first place. Get enjoy having the ability to shop around, compare prices and try new products from time to time. Automating purchases eliminates this freedom.
Main target audience • Family • Household owners • Is an Amazon Prime member • Prefers to stock supplies before it runs out • Brand Loyalty
Drawbacks • • • • • • •
Profit Maximization/ Limited products Cognitive Dissonance Lack of feedback Forced loyalty Plain laziness no coupons can’t fulfill all the product brands
Amanda, 31 Working mother, college degree Have to juggle with daily busy schedule of tending to her children. Do not have the time to do grocery shopping in supermarket. Goal: To be able to shop online effortlessly, without any trouble.
BROWSE PRODUCTS FOR HOUSEHOLD USAGE
Typical Bulk Shopping at Amazon website. Amanda needs to restock Tide detergent for her laundry. She looks prices that are affordable and sold in a bulk.
EXPOSURE THROUGH SOCIAL MEDIA PLATFORMS
Discover about Amazon New Product. Hears about the product first hand through digital advertising and emails sent from Amazon.
EXPERIENCE MAP Amazon Dash is created to ease the buying process of products for a typical household user. It would allow shoppers to reorder frequently used domestic products like laundry detergent or paper towels with the click of a real-life button. It is not simply a matter of practical eff ciencny but of a proactive, preemptive way of living, in which ineffeciency is thr worst kind of waste.
INTERESTED IN NEW DEVICE
Takes time to think about purchasing the product. Makes the effort to see if any products used by her are sold in Amazon Dash.
Decided to purchase product to give it a try. Influence mainly from affordable price through social media and word of mouth.
Receives product after two days for prime membership. Reads setup processes to understand how it works
Nice packaging, looks appealing and portable. However, will this product work? Going through the usual pairing procedure. Wonders why only a specific brand is used for the product sold
Excited, Anticipation, Curiosity Quick and effecient pairing process Contemplation about the brand types
SET UP DEVICE
Open up the box!
Place Dash button next to daily supplies
Open up the amazon phone app!
Connect to Dash Button
Detect the Dash Button â€œSet your deviceâ€?
Place Dash Button near iphone
White light blinks for a few times in contin- Choose your uous order+buzzing products on the sound, signalling a phone successful connection.
ONE BUTTON CLICK Your Dash Button is connected!
Questions the idea of having a shared wifi for the Dash button Weighing the effectiveness of this method
Dissapointed as dash button can only be used for one user at a time No shared interaction between users Lack of enthusiasm as Dash button does not keep track of previous owned buttons
Receive notification about placing order
Manage your orders
Excited to receive product in a timely manner Benefits individual in stocking up household products
WE WANT TO IMPROVE...
CONCEPT DEVELOPMENT Interviews showed that the Amazon Dash Button was not an ideal product for our target market. Lack of feedback deemed the product unreliable and unsuitable for its intended purpose.
CONCEPT DEVELOPEMENT CONT. Once we concluded that our product / service was no longer viable, we went back to the drawing board to flush out our interview results. From our interviews we leared that people enjoy online shopping as well as simply going to a brick and mortar location to purchase products. We then incorporated a few of those elements into our idea development.
Card sorting exercise
Vision Statement â€œStriving to create a shopping platform that gives the user the most effcient and seamless experience.â€?
Problem statement While Amazon Dash was designed to add a layer of convenience for users, we found that the product was counteractive, and created more work.
WE ANALYZE Amazon Dash has more complex set-up and manage your account processes. It requires the interaction between the physical button and phone app. However, we come up with the idea of simplicity in set-up and manage your orders. Users do not need to spend too much time on following amazonâ€™s purchasing process but just to use plugin and interface to finish shopping.
Key Simpilicy Reduction of useless steps
Plugin-based Do not need physical button
One-click on add-to-cart plugin
Efficiency Less time
Product Ecosystem goCart
-Phone -Computer -Plugin
Device -Iphone -Adroid -Mac -Windows
-Add to cart -Manage your cart -Order -Delivery
-Advertisement -Web browser -App
-Credit card -Paypal -Apple pay
make actionable shopping lists everywhere
-Amazon prime -Fedex -UPS
-Take less time -Accessible -One-button
Information Architecture: App
IA GoCart Interface is designed for multi-platforms. Information architecuture for GoCart is based on an add-to-cart button. Its main components are Home page, Plugin, MyCart, Orders, Profile, Supports. It aims to simplify shopping processes such as finding a product when surfing online; it will give you an easy access to save it and manage it in the future. It is not a extra function or app for your shopping process but it implements with your web browsers and phone apps.
Key Home Page Landing Page
Save your searching/products
Implementation to your shopping process
Manageable at any time
Information Architecture: Web
SERVICE BLUEPRINT GoCart serves as a connection between cart list and users’ searching engines. It requires frontpage and backpage’s operation along with users’ actions. Since Gocart is a multi-platform interface, users also interact between physical and digital platforms. It is step by step for first time users, yet it is simple and only needs a short service flow. This GoCart provides users a free and easy access to their cart. We aims to learn from our research on Amazon Dash and reduce the complexity.
Key Internal interaction External interaction
Simplicity Easy access
Sequential Step by step
WE ASK PEOPLE
Eileen Deng- Student Age: 23 Occupation: Biology Major Student Status: In relationship Location: Chino Tier:Experimenter/Doctor ARCHETYPE: Powerful woman
We also asked different groups of people to test if our idea of GoCart is applicable in real world. Also, their opinions help us refine our concepts. We learn from their expectation to a new shopping interface. It is a user experience reseach based on usersâ€™ behaviors and we fit our products for them. User persona allows us to decide our targets and who really need that. Then, we can explore our services and design our wireframes to be suitable for those groups.
Yifei Chen-Worker Age: 26 Occupation: Software engineer at Twitter Status: Married Location: Waltham, Massachusetts Tier: Nerd ARCHETYPE: Computer Scientist
Want the shopping accessible anywhere Not limited to Amazon ordering process Take less time on shopping Have a search shopping engine to link the images online Spend less time on finding the best price of goods Use multi-platforms to finish shopping
Experience of shopping online
Goal: Wants the shopping plugin to be accessible Understands the difference between Amazon and goCart Researches on complimentary shopping interfaces Gets inspiration from plugin-based applications Uses multi-platforms to finish shopping
Computer Phone TV Advertisment
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Advertisement on Facebook
Experience of shopping online Computer Phone TV Advertisment Works
Eileen,23 Biology Major student,UCSD Busy at school Fan of shopping online Goal:wanting to be able to check out items/producsts in one interface
USER JOURNEY MAP
WIREFRAMES: APP (ANDROID)
Install the goCartapp from Google Play.
Open the downloaded goCartapp.
Sign up options: Email/Facebook/Google
The goCartextension will automatically be added to the mobile browser.
5.Adding product Once the user found the image of the product that they wish to buy, simply tap â€˜shareâ€™ via goCart.
6.Add to cart goCartwill ask which images you would like to add to the cart if there are more than one image on the website.
7.CREAT BOARDS The user can create boards and categorize their list of products.
8.SELECTION The selected products will be sent to goCart.
10.LANDING PAGE OF GOCART The user can also add products into the cart by inserting URL or an image.
11.FILTER The user can easily see and find their saved products by using filter option.
13.FINISH Buy the goods
Waiting for the delivery
1. Once the sign up process is done, goCartwill ask whether the user wants to add goCartextension to the browser
2.if the user denied permission to add goCartextension: The user can simply add the extension at anytime by simply tapping the floating icon.
4. The user can save their wish-to-buy product by simply clicking the goCartextension.
5. goCartwill ask to pick a product if there are more than one image on the website.
6. The brief name and information of the product will be shown. The user can add the product to their own categorized board.
7. goCartwill let the user know that the product is safely saved to the cart. The user can visit goCart(or to a specific board) by tapping the icon on the small feedback pop up window.
8. Here is the landing / main page of goCart.
9. Letâ€™s check the information of the product.
10. The user are ready to buy the product.
PROTOTYPE We also coded a prototype plugin on the Chrome browser based on its extension function. This helps users to have more realistic and visual experience when opening the presetted browser. We are so interested in making this concept coming true, this startup protoype may inspire engineers in the back-end to finish this concept!
Chrome Browser extension
Real world prototype
First-Project in Art Center