Designer based in NY
DIGITAL SHOWCASE + MARKETPLACE
Timeline: 2 months
Tools: Figma, Google Forms
Role: Research, strategy, and design
CHALLENGE
How might we create a platform that connects a diverse range of creative talent to an untapped demographic?
INTRODUCTION
With ubitiqious marketplaces like Etsy and Instagram Shopping, the need for engaging platforms that connect the public with creative talent has increased in the last several years.
The following case study delves into the design of a conceptual virtual showcase and marketplace that aims to bridge the gap between the independent producer and buyer.
Through a user-centered approach, it will examine the key challenges, design decisions, and iterative processes that shaped the development of this platform.
It showcases how I conducted thorough user research and implemented design principles to create a platform that not only meets the needs of its users but also fosters a vibrant and collaborative ecosystem.
PRELIMINARY THOUGHTS
1. What is the relationship between one’s digital persona and success as a creative?
2. Can anyone’s work be ‘discovered’? Or does it need to follow algorithmic parameters? If so, how could we circumvent this?
3. I began by surveying a group of 18 individuals in regards to their shopping habits.
RESEARCH OBJECTIVES
- Learn about the shopping habits of users aged 19–38
- Understand how users research products and make purchases
- Uncover how company values play a role in a purchase
Simultaneously, I conducted a survey with a group of 13 independent artists, designers, and other makers.
The study showed that social media maintains a significant role in the discovery of new makers and in product research. Consumers under the age of 30 have notably said they use social media ‘as a search engine to find new products’.
REGARDING SHOPPING HABITS
MAKER SURVEY – KEY POINTS:
- Paid advertising drives more engagement over lifestyle posting unless you are doing it everyday or paying a team
- Maintaining an authentic social media presence of your work and personality can be challenging and time consuming as a maker
DESIGN OBJECTIVES
- Reach a newfound audience: Empower creatives to showcase their talents, reach a wider audience, and unlock new opportunities for growth and success.
- Enhance the discovery and browsing experience for users: Design a platform that enables the user to effortlessly explore and discover a wide range of unique products, catering to their diverse interests and preferences.
- Designing for usability and accessibility: Ensure the platform is intuitive, user-friendly, and accessible to users of all backgrounds and abilities, enhancing the overall user experience.
SURVEY RESPONSES
1. How often do you discover a new designer, brand, artist, or maker?
2. How frequently do you shop online?
3. Where would you typically discover a new designer, brand, artist, or maker?
SURVEY RESPONSES (continued)
COMPETITIVE ANALYSIS
COMPETITOR 1: Instagram
In 2013, Etsy began to permit mass produced items on their marketplace. In 2015, the company went public. Following these changes, Etsy and Amazon overlap in many categories, mostly inexpensive dropshipped items.
“I am an Etsy seller. I moved a year ago and deactivated my account temporarily. I have not been motivated to reactivate it. It's too much of a hassle. I'd rather spend the time and capital building my own brand and funneling people towards an independent website than to shovel out the endless fees to continue with Etsy.”
“I am an Etsy seller. I moved a year ago and deactivated my account temporarily. I have not been motivated to reactivate it. It's too much of a hassle. I'd rather spend the time and capital building my own brand and funneling people towards an independent website than to shovel out the endless fees to continue with Etsy.”
What would an alternative platform look like for independent creators?
Brainstorming...
HIGH FIDELITY MOCKUPS
Example of a current showcase item
The user may also download a tech sheet with full specifications, item including the maker’s background, creative process, and more.
Application page
How could we compliment search and discovery?
Keeping the search engine anecdote from earlier in mind, the online marketplace section of the site known as the ‘SF Store’ is organized by newest items. While the site encourages users to browse all categories, materials, and colors, users can choose from a number parameters to narrow their search in the left panel.
Filtering System
SF SHOP Product Card
USING HEURISTICS + UX LAWS TO GUIDE THE PROCESS
Hicks Law
Aesthetic-Usability Effect
The Law of Proximity
CONCLUSION
Moving forward, the platform's success will hinge on its ability to adapt and evolve. By continously incorporating user feedback and and scouting emerging and existing creative talent, the platform is poised to to maintain its position as a leading destination for something new.