Allo User Research Project

Overview:

The project started when MyFactori, a wholesale textile distributor from London reached out to our GA team with a vision to provide a platform for European designers to sell their products to shoppers in the US through their new application Allo.  Allo is a livestream e-commerce platform where independent designers can sell their products and speak directly to US shoppers so they can learn more about their story and their products.  MyFactori being located in London reached out to us to find out more information about US shopping habits and come up with a design plan for their new Allo iOS app.

Client:

MyFactori, designing a new application called Allo.

Duration: 

3 Week Design Sprint

Team:

3 UX Designers

My Role:

I was the lead UX Researcher of this project.  I was responsible for the research deliverable to the client.  I created survey and interview plans, distributed surveys and conducted user interviews, analyzed survey and interview results, conducted usability tests, and presented the research in presentation.

In addition I collaborated with my teammates throughout the entire process including the research, synthesis, problem definition, solution proposal, and design phases.

Tools:

Pen & Paper

Miro

Figma

Google Sheets

Google Docs

Optimal Workshop

Methods:

Survey

User Interviews

Competitive Analysis

Comparative Analysis

Heuristic Analysis

Site Mapping

Affinity Mapping

Persona Development

Design Studio

Sketching

Wireframing

Prototyping

Usability Testing

Survey Says…

32% of users were male, this shows that we need to design for the male perspective.

Most common items tell us that we can sell both clothing items and home goods through the application.

Time spent shopping gives us an idea of how long livestream events should last no more than an hour, and that most sales will happen within the first 10-30 minutes of the event.

User Interviews

The emotional attachment and extra value that comes when an item has a story behind show us that users want to learn more personal stories from sellers about the items they are selling. This supports the users’ needs to build trust and the best way to share experiences is face-to-face via live stream.

The social aspect of shopping was different than we originally expected, users want to know who in the chat room is qualified and knows what they are talking about, rather than reading the endless comments from random people in the chat.

Online shopping concerns go deeper than problems with the physical product. US shoppers have trouble trusting what the international designer/seller tells them. They wish to establish trust before they believe everything this designer says about their product and the shipping and return policy.