vende

OVERVIEW

vende is an on-demand mobile application designed to help connect customers and street vendors to ensure successful transactions and product sales.

This is a project that continues to be developed to better the mobile application design, as well as an addition of a web interface component.

ROLE

Product Designer

Research, User Flows, Sketching, Wireframing, UI, Prototyping

Timeline – 5 weeks

Tools – Figma, Photoshop

The Challenge

Lack of an accurate connection between customers and street vendors

  • Customers do not have accurate information about a street vendor’s current hours, menu, or location.
 
  • Vendors don’t always have access to digital payment and lose customers who don’t have cash for transactions.
 
  • Customers struggle to find mobile vendors that sell items near their location when they can’t travel to a fixed location.

The High - Level Goal

Create a platform to provide on-demand services to ensure successful transactions

  • Allow customers to search and access a vendor’s profile that is created directly by the vendor to provide instant and accurate information.
 
  • Provide digital payment options for customers to utilize to pay vendors when cash is not an option. 
 
  • Create a feature to connect mobile street vendors and customers to request on-demand services based on their location. 

Outcomes

Create a platform to provide on-demand services to ensure successful transactions between customers and street vendors.


By allowing users to fully understand their goals based on the type of profile selected, users have an immediate interaction to expected decision points.

Instant + Accurate Profiles

Allow customers to search and access a vendor’s profile that is created directly by the vendor to provide instant and accurate information to customers.

Users can browse nearby vendors or search for a vendor and select the type of results they’d like to view. Users can select a vendor and view their profile to obtain the latest information.

Digital Payment Options

Provide digital payment options for customers to utilize to pay vendors when cash is not an option for customers.

Users can select to digitally pay the vendor through their profile and ensure a transaction for the vendor.

On-Demand + Mobile

Create a feature to connect mobile street vendors and customers to request on-demand services based on their location.

Users can view the vendor’s fixed location if they are a stand or a current location if they are mobile. Providing the user with the ability to raise their hand to alert the street vendor they are interested in purchasing an item from them.

Design Process

Discovery

Competitive Analysis

In order to engage with new users, I researched other street food finding platforms to understand what attracts and retains users. I conducted market research to understand current product offerings and use cases.

There was only one application with a similar intent, but had not been maintained. Looking at Streetstop, Yelp, and Google, I wanted to evaluate what works and what frustrates users. Users like simple visuals to encourage quick actions to achieve their goals. Reliable and accurate information encourages users to customize their platform for more usage.

Findings

User Research

I wanted to learn about how a connection can be made between customers and street vendors to easily access their most needed tasks for a successful transaction: search for nearby vendors, find latest information about a vendor, and utilize digital payment to ensure returning customers for the street vendor.


I conducted phone interviews and created a survey that was completed by 30 participants.
The survey was great for quickly gathering information from a sample of my target audience, while the interviews allowed me to gain a deeper understanding of the participant’s behaviors.

The main takeaways from the methods are:

Users seek minimal and accurate information when first approached by an interface

Users seek options that reach their location instead of traveling to find them

Users utilize digital payments to maximize their time and experience when purchasing

Define

Brainstorming Features


To brainstorm features for the product roadmap, I created How Might We and using insight from my research.

How might we help Claudia reach useful and accurate vendor information when first approached by interface?

  • Showing initial search function to find her needs
  • Clear and direct vendor profile information

How might we help Jonny find options that can travel to him instead of him traveling to location?

  • Create platform for mobile street vendors
  • Provide clear separation between mobile vendors and fixed vendors

How might we help Fern gain new customers and retain returning ones to his business?

  • Provide the use of digital payments to encourage more users
  • Provide a mobile vendor function for vendors to connect with customers

User Flows

I developed a flow that allows for seamless and cohesive user experience with out dead ends. Given that the user may be signing in, browsing searching for vendors a route, using digital payment, and requesting on-demand service, users have the ability to select their decision points from the start. This flow caters to two types of users:

 
  • New and returning users who can search the platform after login
  • Returning street vendors who wish to access their dashboard

Sign In to Home

Raise Hand for On-Demand Service

Digital Payment for Vendor

Ideation

Wireframes

By now I have already gathered enough information to get started with the wireframes. I created this set of low-fidelity wireframes of all of the key screens needed to complete the main user tasks that I will be testing for: searching for route, searching for a bus stop, saving favorites, and accessing a mobile pass .

The Wireframe was designed to build the structure and architecture of the information and only then go to visual and interactions.

Onboarding

Sign in

Landing to Search

Raise Hand for On-Demand Mobile Service

Digital Payment Options

Validation

User Testing

This was conducted on a high-fidelity prototype on a mobile phone to see how users would complete certain tasks once they were given some context. The goal was to identify pain points that could be improved in future iterations. Tasks tested for:

  1. Browse and search for street vendors
  2. Raise hand for mobile service from 
  3. Pay vendor

Participant Profiles

Name       Age     Gender     Education       Profession

Lorena       44            F            Highschool        Manager

Eric            24            M            Bachelor’s         Designer

Veronica    32            F             Master’s            Business

Jim             28            M             Associate’s    Sales Agent

Participant Profiles

Name  Age  Gender  Education  Profession

Lorena  44         F             HS           Manager

Eric       24         M           Bach.        Designer

Vero     32          F         Master’s      Business

Jim       28          M       Associate’s     Agent

GOALS

  1. Test product concept with target audience.
  2. Reveal points of friction and confusing experiences.
  3. Identify bugs and issues with the product.

Conflicts + Results

Raise Hand Before

  • Small icons with hard visibility
  • Customer status was not clear when hand was raised
  •  

Raise Hand After

  • Enlarge icons to create more clear visibility
  • Highlight customer status after 

Home + Results Before

  • Small icons on homepage and search results with hard visibility 
  • Accent colors not useful to reflect important information, such as time and distance
  •  

Home + Results After

  • Enlarge icons to create clear visibility
  • Accent colors reflect importance of information provided

High Fidelity Frames

Takeaways + Next Steps

Some key takeaways from this projects are:
  • User testing doesn’t end after development. 
  • Design is a constant iteration of improving the experience for the end user. Always find ways to collect and listen to your user’s feedback.
  • Focus on the problem. It is your users pains that you will be solving for so keeping that in mind at all times is essential, as it is easy to lose sight of this when you’re part of other tasks through the day.

Measuring Success

I would gauge how successful the design is through the following weekly/monthly activities:

1. Accounts created
2. Transactions made
3. On-demand requests

Keep testing to improve experience

Develop the vendor platform further for a website component, as well as continue to test and improve the design and development of the customer platform.

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