SpecTrails
Role: UX Research, UI Design
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My key tasks: Generative Research, survey creation, interviews, user persona, wireframing, user testing, prototyping.
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Timeline: May 2021- Nov 2021
The problem
SpecTrails needs funding from private investors and government to be able to keep developing their AI machine and acquire potential clients.
The project goal
To be able to apply for the next government grant Phase II SpecTrails has to create a functional website to show the main aspects of the company.
An introduction
About the project
SpecTrails is developing an AI machine that will help identify fish and meat species before selling them to the public and also to find if they have any internal illness and their real expiry date. This will prevent tons of food being wasted and costumers getting sick.
Understanding the problem space
What are the challenges that big chain supermarkets face when the buy fish and meat from their suppliers?
They don’t know the real quality of the goods they are purchasing. That could lead to money loses and customer complaints with a heavy impact on their image as a brand.
I conducted five interviews with operation's managers of medium/big size supermarket chains to understand their needs and pain points when buying meat and fish from a third party. All of them experienced some issues when purchasing goods.
The major questions I asked here were:
- How do you find the process of buying from a third party?
- What are the main negative points of purchasing from another company?
- How is the quality of the food you purchase?
Here are the main pain points that managers faced:
"We have to dispose great amounts of food because their expiry date is incorrect."
"If clients get sick because our food is going bad it deeply affects our image as a brand."
"It is vital that our food is categorised properly"
"A reliable system to scan food and meat it will make ur business grown"
How are similar services designed and how can SpecTrails differentiate?
I did a competitive research of the three main competitors:
With these results ...
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Three companies checked have their desktop and mobile version.
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They all used a very generic images to illustrate their websites.
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Too much text to explain what the business is about and very little graphics that could help to understand it easier and faster than words
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Some text/ images are misplaced in both desktop and mobile version.
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They don’t have great presence in social media and some links are broken.
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They don’t update their blogs/ newsletters frequently.
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Absence of videos about the business
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It could be quite difficult to understand what the business is about.
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They don’t offer information about prices.
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Some parts have accessibility issues and need a contrast check.
Testing main competitor
Testing user journeys
To understand the happy and unhappy paths of one of our main competitors app we asked 3 participants to re create four user journeys: - Get information of what the business was about on the hero page - Get information about services - Contact the company - Find their social media channels.
These were the main results:
"
When I am on the homepage I don't know what the business is about
There is no clear information about the service they provide
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Some links are not working
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I feel dissapointed that
I can only contact the app via email. A chat
bot would be great.
Testing iterations
Ideating for possible solutions
I created several wireframes for the minimum viable product based on the features mentioned above and to quickly determine which layouts made the most sense. This was discussed with the team and changes were made accordingly.
More information can not be provided due to confidentiality reasons.
Roadmap
