Building for the modern era of ecommerce
End-to-end e-commerce product development
An ambitious collaboration to connect golfers with products and services they love and the fast, custom experience they deserve.
See it in action.
VISIT SITEGame-changing golf marketplace.
Product architect for mobile-first, community-driven platform.
Instrumental architect to the product build.
Role
- Product Designer
- Lead UXUI Designer
- Brand Strategist
- Team Lead
Tools Used
- Figma
- Sketch
- Overflow
The Team
- Michelle Hansen
- Arif Hakim
- AccelOne Development
Duration
- Product Planning - 4 months
- UX Designs - 2 months
- UI-to- Dev - 6 months
Key Contributions
- Design Thinking
- Concept Ideation
- Prototyping
- User Experience Design
- Wireframe Design
- Interaction Design
- Creative Direction
Process
Product discovery stage
Research the market, perform a product investigation, and come up with the first design ideas.
Gameplan
User personas and full product planning.
Ideate
Sketches, User Flows, Wireframes
Bring to Life
Prototype design and coordinate with engineers (React.js)
Verify
Prototype testing, user testing, iteration, and landing page build.
Translated stakeholder notes to a user-centered product roadmap
Constructed a high-level, strategic overview of the business initiatives used to group and prioritize product features. The user-centric themes and features rallied design, development, and marketing efforts around customer needs.
Deep-dive research and end-user personas
A set of three personas sharpened the product messaging toward useful, desirable, and valuable benefits to this target audience.
VISIT SITEThe backbone of strong UX started with use cases and effective flows
Designed high-level, interactive user flow wireframes that communicated the story—mapping the digital product improved the product team's ability to align the user experience design with the user goals.
Challenging the status-quo for simplified product e-fit.
Designing category-specific fitting filters that allow for multiple selections, with helpful everyday language helped make a complex process simple. Allowing sorting to be applied intuitively without interrupting the fit flow was critical to keeping the user in control.
Headless framework and must-have features.
In today's competitive retail market, customers look for features that deliver real value. This product hinges on its Try Before You Buy (TBYB) feature. The challenge was to distinctly signal a change in state from "buying" to "trying" within the product browsing experience. This was achieved, in part, by visually signaling the change of context through a switch-like slider and utilizing visual cues (movement, color, contextual copy) for clarity. Concurrently a seamless checkout experience is designed into the UI, including a quick-add-to-cart function to bring the functionality to life. The TBYB feature was made possible using Swell's headless commerce architecture. Swell supports the try before you buy capability within the cart, including a pre-authorization process on the back-end.
Returns Technology and Experience
A key objective was to give the business complete control over the end-customer’s return experience.
A comprehensive returns interface was created to notify users of their return options, with user flows that include the convenience of printerless QR code labels, order-status updates, return location searches.
Instead of using third-party vendors to handle the entire order return process, the UI and API integrations offered a cohesive experience for the customer and less risk for the business.
UX Product Design: Marketplace Platform Software + Database Build
Product overview
Vision
For golfers to spend time on the course have a community and to belong to a community and spend more time on the course.
Mission
A place for golfers, just like you, to find the products and experiences you love and the fast, custom experience you deserve, powered by technology.
Problem
All golf sites, marketplaces, and online fitting wizards are pretty much the same. The industry is playing off a knowledge gap and consumer confusion about what to buy. People just want to know that what they are using what is working for most people like themselves.
- Golf could stand to chill. Golfers often feel isolated or intimidated making purchasing decisions and feel embarrassed to play.
- It isn't straightforward for golfers to understand what to buy and feel they are getting good value when purchasing equipment.
- Advanced search filters don't work for the majority of golfers because they don't know what search characteristics to use.
- There is too much information on the market and golf filters are often inadequate or not suitable for locating the right product.
Solution
Cadi is creating a place where golfers can join a worldwide golf community, get cashback, discover products that other players love, and try out products before they buy.
Competition
Cadi's most significant competitors include Dicks Sporting Goods and eBay, which can be transactional and lack customer service. Sites like eBay favor the seller and have low personalization. 60% of golfers surveyed buy at a physical retail location seeking service. Multiple stops and transactional approaches leave customers deal-shopping, frustrated, and wanting a more accessible solution with curated experiences and customer-first service.
Aligning Business Goals and User Goals
To deliver user-centric design, Cadi brings user and business goals together. When customers get what they need, the business will succeed and everyone is moving in the same direction.
User's accomplishing their goals should be directly tied to business goal advancement.We want software UX design to achieve user goals. We also take the technical considerations into account because that is an important aspect of product design.
Project Goal
Design a PWA omnichannel golf platform starting with a single commerce store and advancing to a multi-vendor marketplace.
User profiling feature to offer simple questions on how they play and and collect user answers to decide product suggestions.
Collect user feedback and correct assumptions.
Customer does not need to conduct advance search. Cadi will conclude the search from the questions.
Product Design Process
Market Research
Cadi's Try-Before-You-Buy brand awareness for kiosks is very successful in the golf community, evidenced by solid reception on StartEngine. However, at this time, Cadi needs an online platform to deliver warehouse inventory through the online store. Market Research, Competitor Analysis, and User Stories help Cadi identify opportunities in the market, uncover potential problems and track ongoing trends.
Survey
Based on the current golf retail environment, Which feature has the highest probability of revolutionizing the retail experience for every golfer?
161 responses
Survey Link
Brand Inspiration
