Project Length
6 months
My Roles
UX Design, UI Design, Research, Testing
Problem
The lack of a pre-order system limited Harrods' ability to gather data on customer demands and preferences for upcoming products. This hindered the accuracy of sales forecasting and targeted marketing campaigns.
Solution
With the new pre-order system, customers could order items to be delivered when they are in stock at a later date, improving the shopping experience. The company gains insights into customer preferences, which also helps inventory management and marketing efforts.
Research
I conducted interviews with customers and stakeholders to understand their needs, behaviours, and pain points. I gathered insights into how users currently order in- and out-of-stock products to fully understand the current user journey and how to integrate the new pre-order system.
Empathy Map
I moved on to create an empathy map to understand user attitudes, emotions, and needs related to the Pre-Order system. This helped me identify key pain points and opportunities for improvement in the Pre-Order process.
User Persona
The next step was to create a user persona representing a potential customer interested in pre-ordering luxury hampers. This helped me understand their motivations, pain points, and preferences regarding the Pre-Order system.
Competitor Analysis
Next step I studied other competitor platforms offering pre-order facilities to identify strengths, weaknesses, and opportunities. I also analysed user reviews and feedback to understand customer perceptions on preorder systems, which was overall positive in certain age groups.
User Flows
I moved on to create a User Flow to map out the steps a user will take to pre-order an item. It starts from the initial product discovery, to product specification and checkout. This highlights any decision points and interactions with the interface.
Low-fidelity wireframes
After establishing my user flow, I started working on some ideation sketches of what the features could look like when translated digitally. After making multiple versions, I chose the ones shown to move on to the next stage
Testing
I conducted usability testing with potential users to gather feedback on the wireframes and identify areas for improvement. The key areas to evaluate were user interactions, comprehension, and satisfaction with the pre-order system.
Final Designs
After working on the recommendations from the user persona and finalising the designs, I created the final visuals.
Results
The pre-order system led to a notable surge in product visibility and interest, with users actively engaging with upcoming products. Additionally, the pre-order system facilitated better inventory management and marketing.
Next Steps
Moving forward, we plan to further enhance the pre-order experience to capitalise on its success. This involves implementing features such as customisable notifications to keep customers informed about their pre-order status and any updates regarding product availability.