What is "Eco Sleeping"?
Eco Sleeping is an online boutique that sells sustainable sleeping needs such as beddings, sleepwear, sleeping scents, and skin care products. These products are created by small businesses such as women owned businesses and local businesses. They are not price sensitive, sustainable and ethically-made. Our website: It's competing on service, quality product and sensory experience rather than price.
I was asked to put the lessons I learned from my UX/UI course into action by designing an e-commerce website with two of my classmates. My team decided to make a concept project to allow us to learn more about the process behind making digital products as well as UX/UI design. Our love for supporting sustainability and small businesses inspired us to design a website that would bring these products from small businesses to the hands of the users more easily.
My role was UX/UI designer but I was involved throughout the entire process, starting from conceptualization until the creation of the prototype.
User research, user flows & user journey refinement
Business strategy, business goals & branding
Presentation (12 min)
- Moodboard, color palette & UI kit
- Digital wireframe (hi-fi) as a desktop & mobile version
- To attract users to buy sustainable products by educating them about the importance of sustainability
- To provide an easy purchasing experience
- To create a minimalistic UTo create an avenue for online small business owners to sell their sustainable products
To give the friendly and authentic vibe of a boutique shopping to users
We started out by asking ourselves some initial key questions.
Secondary research has shown that millennials are more sustainability-conscious than others. They are eager to show this publicly through their buying habits. Their tastes and preferences support creating sustainability and equality for all. Millennials mostly shop online. They care about the environment, have a minimal lifestyle, and are health conscious.
Next we did contextual research which put us in the user environment to observe their behavior and motivations. To further understand the highs and lows of the experience for users, we conducted interviews. The interview questions were a mix of both quantitative and qualitative questions to allow us to get an insight of the user’s demographics, use of technology, and experience with buying products from online sustainable businesses.
Contextual inquiry (onsite visit)
User Pain Points & Probable Solutions
User's Pain Points
- Lack of online shops that carry sustainable products from small businesses
- Wants great quality products
- Needs to know the history of products
- Wants to support local and women owned businesses
- Have a collective online shop for sustainable sleeping products
- Provide a platform for sustainable products from small businesses
- Select great quality products
- Tell the history/story of products in product details section or as icons
- Carry products from local and women owned businesses
- Offer a selection of sustainable sleeping products
As we searched and asked around for websites frequently used for shopping sustainable products owned by small businesses, we found out that there was no website centered on this area. We only found one website that sells clothing, fashion accessories and home products. Most sustainable products are sold on their own websites and there are not many online stores that carry a collection of products. So we analyzed the different features each individual website with sustainable products brings for users. This information helped us identify key features to add to our website.
< 4 categories on navigation bar
Modern and minimal design
Limited variety of products
User education focused
- Emphasizing business values
Preparing The Journey
- Linda believes "fewer, better".
- She has a minimal and healthy lifestyle.
- She supports ethical and sustainable brands and she is against fashion mass production.
- She is looking for eco-friendly products (online & in store).
- She wants a simple & straight forward shopping experience.
Gather Our Thoughts
We constructed a user flow of what a basic start to finish journey looks like while purchasing an item. This helps us in understanding ways users can interact with the product, as well as allowing us to see navigation through user goals.
Information Architecture & Card Sorting
Competitive analysis showed that businesses like Eco Sleeping have only 3 to 4 categories on their global navigation bar. We wanted to clarify whether fewer categories were logical to the majority of users or not. The best approach was closed card sorting. We provided the four main categories and six sub-categories to users and asked them to sort the items into these predetermined groups.All the results were analysed to get the final structure for our online shop.
Based on our previous research, especially card sorting and competitor analysis, we’ve created the following sitemap.
Bring The Ideas to The Life
Here are the planned brand attribute:
- Eco Friendly
We picked a color palette that reflected Eco Sleeping’s look and feel.
Bring The Ideas to The Life