Study Case : An online shop for Biocoop

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BRIEF: design an online shopping experience for a food company of our choosing. We choose Biocoop, an ethical brand that sells organic products.

METHOD: The Design thinking process

This project went from the research phase to the testing results through:

- an online survey (121 respondants)
- qualitative interviews (7 interviews)
- a problem statement in a "how might we" format for best clarity
- the creation of our user persona with the empathy canvas map
- ideations in groups
- an affinity diagram to focus the topics found during ideations
- key features and priorities definition with MoSCoW method
- concept testing with random users
- refining
- wireframing
- testings
-refining and mid fidelity prototyping

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“How do I explain what I do at a party? I say I humanize technology.”

“If I had an hour to solve a problem and my life depended on the solution, I would spend the first 55 minutes determining the proper question to ask, for once I know the proper question, I could solve the problem in less than five minutes.”
— Albert Einstein

This quote pin point the essential goal of the UX design process: to frame the problem.

As a UX designer, my ultimate mission is to solve a specific user problem, and to achieve this goal, all starts with the definition of a clear and actionable problem statement. Until you empathize with your users, it will be very hard to come up with any viable solution, or it would be luck, so like Einstein did, I always give this problem-framing stage the time it deserves.


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