Qian - UX designer


House Of Fraser
My Party Planner Microsite



Concept Project



A concept project that aimed to create a microsite for House of Fraser that will help people plan and manage their parties.




See the results

Challenge



Problems and Client's goals





In a recent market research study regarding parties, participants cited that it was becoming harder to throw parties due to the costs involved, which continue to rise. Others felt they needed more advice about how to throw a great party. Several participants said that they like to take responsibility for organizing a party with their friends, however they found that the logistics can be difficult (e.g. that it is unclear what has been bought and any remaining items that are needed, arranging delivery, and splitting costs).


Worked in 2 weeks sprint, I need to create a mid/ high fidelity microsite for House of Fraser that will help people plan and manage their parties.




Do I prefer to see suggestions for my party? Only if they add value to the party, meaning if it saves me money, time or adds to the fun experience.



Mie, 44 years old project manager, who organises party 6-8 times a year.





Discovery



User Interviews | User journey map | Competitor Analysis



User Interviews





“It would be nice that if I can share some party cost with the group so that I can organize more parties as I wish.“



Helen 26yrs old — School teacher who love to organise party more often





“I like to come up with new styles and decorations each year and sometimes I just get a few new items to mix with what I have got. So having suggestions will be very helpful..“



Dan 37yrs old — Lawyer who organises party twice a year





“Do I prefer to see suggestions for my party? only if they add value to the party, meaning if it saves me money, time or adds to the fun experience."



Mie 44 yrs old — Project manager who organises party 6-8 times a year




Pain Points



By interviewing users across different age ranges e.g 20-30, 30-40, 40-50, I was able to get a better view of what their common pain points were and what to focus on to solve the most demanding problems for our users. In this case, providing new party ideas within a budget limit; being able to track the guest's attendances and keeping costs under control are the main concerns for our users.




Competitor analysis



Direct competitor: John Lewis, Argos etc.

Indirect competitor: Online retail party supplier sites such as Party Pieces etc.

Some planning apps: Pro Party Planner etc.



John Lewis





New party theme ideas

Fit within budget suggestions

Store Collection

Help to organise and track a project

Help divide the party cost with the group




Party Piece





New party theme ideas

Fit within budget suggestions

Store Collection

Help to organise and track a project

Help divide the party cost with the group




Pro Party Planner





New party theme ideas

Fit within budget suggestions

Store Collection

Help to organise and track a project

Help divide the party cost with the group




User Journey Map



By mapping out the user party journey, I get a clear vision of where and what points need to be improved to keep our user visit pleasant.




Pain Points



Sourcing a new party idea is time-consuming
Panic with the cost
Time is running out but still so many things need to be done
Manage a party all by oneself is super hard work




Solution



Based on the research, I came up a suitable solution​



  • A microsite with features such as inspirational party themes according to the users’ budget choices
  • Party task management to invite and track guests’ attendances
  • Cost calculator and wish list whereby guests can share the party cost. ​

​



Design Process



Feature Prioritisation | User Flows | Site Map | Design Studio | Sketching | Low Fidelity Wireframe
Mid-Fidelity Wireframe | User Testing | High Fidelity Prototype



Site Map (using card sorting method)




Card sorting for information architecture.


I use this method to create a clear navigation path for the party products. Card sorting has helped me to understand what is the most approachable way to categorize the products. It will also contribute to the overall site map.





User Flows




I draw the user flows which focus on the main features in the microsite:

  • Choosing a party theme for a particular event and number of guests
  • Tracking guests & receiving alerts if additional party supplies need to purchase.
  • Dividing the cost of party supplies between a group of people
  • The checkout process


Design Studio



Each team member sketches as many concepts as possible with a limited time box, focusing on one user flow or problem to solve. After this everyone gives a description of their ideas, with their design solutions shown on paper. Often new constraints are introduced, and new opportunities arise. The group will discuss what could be the best design solution for each problem, then in the second round, everyone will sketch design with a distinct improvement in mind.



Initial Sketches - Simple and Visual



Focused working on one user flow, Design Studio method helped clarify the ideas for the main feature and sketch of low fidelity paper wireframes.​



Mid-Fidelity Clickable Prototype Wireframe



(using OmniGraffle & InVision)



Then I use paper sketches to finalize my mid fidelity wireframe and use InVision for the user testing.


Help find a party idea page



Party suggestion with related items to buy page



Single party item description page



My Party Planner account party overview page



Your guests invitation management page



Tracking your party items page



Party cost dividing calculation



The guests received the invitation page



My favourite parties/party ideas



User Testing



By testing with other users, I can observe how they react to the site and the design solutions, and it helps me to spot the problems with the site which interfere with a user’s smoothness of use; thereby getting smoothly to the point.


Feedback



The party planning feature is not direct, and not as obvious as it should be. I learned to give the users options and the freedom of choice, but more importantly to provide them with a structured guide.



First home page design with "Party Planner" button located at the bottom of the event images, not obvious to users.



Iterated version of the home page, I put "Party Planner" on the top page with a clear message to offer help which user will see it straight way, I also paired party items section together with events section and special offer so for users have different proposal can find what they want more directly.



High Fidelity prototype
(clickable prototype using InVision)



The microsite high fidelity design carried on House of Fraser’ brand in look, feel, and tone but exist separately from House of Fraser.com.




Plan a Party Page



By giving your party date, party guests numbers and the budgets you have, it will suggest the party ideas and related party items that will fit in your plan.




The invitation page your guest received



When your guests received your invitation link, it will open in House of Fraser web page specially shared with you and your guest. The invitation includes all the information including party items list, so if your guests would like to contribute or volunteer to buy some party items, they can directly buy through House of Fraser online store and encourage them to set up their account, which also helps House Of Fraser generating more customers.




Tracking your party items



On your Party Planner Tracing your party Items page, you will have the list of already bought party items and remain to purchase party items for the party you are planning. If new items bought by you or your guests, it will automatically add to your already paid items list with the name of person paid if not you. It will also automatically calculate remain budget and the expenses up to date, to help you organize your party budget better.




Dividing the party cost page



It will automatically calculate the cost divided by numbers of guests equally. You can also choose manually dividing by typing different figures that you and your guests would like to contribute and tracking the donation your guests have paid.



Result



Have met our persona's goals and clients' goals



Initial sketch on the paper



Mid fidelity clickable prototype



High fidelity clickable prototype



Next Steps



Refine the interface design, and to carryout more tests on the navigation of the site.
Develop a function which can help users locate and find the product they want.
Develop activity programs to engage the customer and create unique theme with low budget, to attract more people to House of Fraser.



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