Our process began by better understanding our target market. We collated a wealth of insights through ‘mummy’ focus groups, online surveys, and one-on-one interviews. This lengthy research was crucial in helping us identify Bubze’s core user types and their needs, motivations and purchase behaviours.
With the above analysis complete, we were able to map out clear user journeys for each of our three user types. We developed detailed personas foreach in order to distinguish potential barriers in their respective purchasing cycles. This helped us form a full picture of which areas of the website had the most issues and opportunities.
In this phase, we prioritised, then ideated potential solutions to our users’ key concerns. For example, we ascertained that confusion around sizing caused a large proportion of purchase hesitation – so we created a simple visual guide to allow users to quickly and intuitively work out the correct shoe size, thereby giving them peace of mind to complete their purchase.