Nomad Camp is a retailer, with both an online store and physical locations across Australia, that caters to outdoor enthusiasts and weekend adventurers. The brand offers a wide range of products, including footwear, hiking and outdoor clothing, fishing equipment, and 4WD accessories. Due to the broad range of outdoor hobbies and products they sell, Nomad Camp appeals to a wide range of potential customers. The target demographic is individuals aged 17 to 75.
People interested in outdoor goods come from various age groups, and the older group of users have limited experience with online shopping due to not growing up with e-commerce websites in their earlier years. As a result, this makes it difficult for older users to understand the shopping journey, the navigation and purchasing products with confidence online. A large percentage of campers in Australia are over the age of 50 or older being 46%.
Source: https://camperchamp.com.au/camping-statistics/
My primary design goal is to create a website that offers intuitive navigation for all users, including those who are less experienced with online shopping or are of varying ages. The aim is to enable effortless product browsing and a seamless purchase process, minimising any potential frustrations.
This project was an individual student endeavour. Following the design stages of the UX product lifecycle has enhanced my planning and research skills.
My competitor analysis included indirect and direct competitors in the camp supply industry. The focus on the comparisons were based on, consistency of design, accessibility, features, user flow, navigation and clarity of information shown. I viewed the competitors mobile and desktop website to get a feeling for what was working and what was not.
Language - Outstanding
Features - Good
Brand Identity - Outstanding
Navigation - Outstanding
Language - Good
Features - Outstanding
Brand Identity - Needs Work
Navigation - Good
Accessibility - Needs Improvement
Language - Needs Work
Features - Good
Brand Identity - Needs Work
Navigation - Needs Work
User Flow - Needs Work
Accessibility - Needs Work
Language - Good
Brand Identity - Good
Navigation - Good
User Flow - Good
Accessibility - Okay
Aggregated empathy map from user group interviews. Collecting information from different potential users based on thoughts, feelings and behaviours.
The research method that was chosen for usability research was, moderated study guiding the user through prompts in person. My aim from the study was to discover the thinking habits of users completing a purchase from start to end. In addition to draw out areas of required improvements in the main user flow from participant responses. During the synthesis process I chose to do qualitative research.
Products taking longer than expected to be delivered.
Forms that aren’t clear to fill out
Being overwhelmed by the amount of products displayed on screen.
Certain products not displaying enough information or easy to understand.
Here is basic overview of the information architecture for Nomad’s website content. Attention was taken to reduce the page count of main categories on the navigation bar, to reduce the chances of confusion for the user deciding which link to select.
Wireframes for main user flow pages drawn up after initial user research for Desktop website. While completing wireframes consideration was made for users, to navigate to products of interest as efficiently as possible with more than one way of navigating.
When I began the low-fidelity digital wireframes I kept in mind the research from the competitive audit findings. The pain points and frustrations from other existing online stores collected by interview participant responses.
Based on feedback from the usability study participants, I made the following changes to the store website. The order summary is now visible throughout the entire checkout process. The billing address field has been added to the payment method page.
Improving the functionality of the confirmation page allowing users to immediately save or print order receipts via website. Colour thumbnails were added next to product information for easier reading.
UI components were checked using WCAG that colours meet AA Compliance.
Plenty of spacing between sections to allow users to decipher different sections within site.
Labels under icons for screen readers and for users to easily understand icons who may not be familar.
After refining the low-fidelity prototype, I worked on the final designs with a main goal keeping the interface as simple and clear as possible across the website pages. The colour scheme I used across the website was inspired by nature’s natural colours. I chose to use a white background for Nomad’s site to keep a clean and modern look.
“I like that I have the opportunity to go back if I have made a mistake.”
“I feel comfortable with this page, as its spaced out and very easy to understand.”
Completing the Nomad Camp’s desktop website I have become more confident in creating sitemaps and wireframes. I have built a greater awareness of the finer details of UI elements for a checkout interface design.
