Target group
Mercell’s target group consists of:
Professional buyers: Professionals responsible for procuring services and / or merchandise at their respective companies or businesses
Professional buyers: Professionals responsible for procuring services and / or merchandise at their respective companies or businesses
Suppliers: Companies and businesses with services and / or merchandise to sell. These range from small advertisement companies to large-scale producers and manufacturers.
User insight
My goal during this process was to learn as much about the users as I could. I asked myself who they are, what are their needs, wants and goals, and what are their potential pain points?
I conducted interviews and a user test on Mercell’s current solution with 5 professional buyers and people responsible for purchases within their company., as well as 2 suppliers. From these interviews I learned the following:
· A sense of control is ‘make or break’ . They have a lot of patience as long as they feel in control.
· The buyers value clarity and direct communication above all and will quickly abandon a website and ‘do it the old fashioned way’ if they don’t understand the information given to them .
I conducted interviews and a user test on Mercell’s current solution with 5 professional buyers and people responsible for purchases within their company., as well as 2 suppliers. From these interviews I learned the following:
· A sense of control is ‘make or break’ . They have a lot of patience as long as they feel in control.
· The buyers value clarity and direct communication above all and will quickly abandon a website and ‘do it the old fashioned way’ if they don’t understand the information given to them .
During the user test of the current solution I found that:
· All of the participants said they had to work really hard to find what they were looking for
· One of the participants could not find what they were looking for at all
· None of the participants fully understood the services the company offers
· All of the participants said they had to work really hard to find what they were looking for
· One of the participants could not find what they were looking for at all
· None of the participants fully understood the services the company offers
The key takeaways here were:
· The communication need to be made much clearer and more concise
· The navigation needs to be simpler
· The communication need to be made much clearer and more concise
· The navigation needs to be simpler
Design development
I started mapping out the current website and discovered that the current solution consists of an unnecessarily large number of pages. A lot of the information is repeated several times and the calls to action as well as other important content gets lost as the overall design is visually cluttered and busy.
With a clear overview of the current solution, I set up a new prioritisation list of the content using the MoSCoW method. From here I drew up digital sketches in Figma and conducted a small batch of user tests.
Changes
Final prototype
For the purpose of this project I focused on the buyers’ part of the website as the insight revealed that while navigating the website, buyers and suppliers had the same overall needs. The types of changes made to the buyer part of the website would therefore be as relevant to the supplier part.
The final prototype was developed over a couple of iterations. The user test was performed together with the target group to evaluate the solution and ensure usability, and also to uncover weaknesses and potential lack. While developing the design I also worked to ensure accessibility.
The final prototype was developed over a couple of iterations. The user test was performed together with the target group to evaluate the solution and ensure usability, and also to uncover weaknesses and potential lack. While developing the design I also worked to ensure accessibility.
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