ROVE
Created as part of the User Experience Design 2 course at UC San Diego Extension.
The project follows a fictional company, ROVE, that has operated as a brick-and-mortar store based in Big Sur, California since 1980. As a B2C company, ROVE specializes in selling quality, lightweight, backpacking/camping items to consumers. Their mission is to equip every backpacker and camper with quality, reliable gear to go rove.
My Roles
Interface Design, Branding Design, User Testing
The Problem
ROVE is ready to take its business online and sell and ship these goods to customers across the United States. The need is twofold. First and foremost, they are in need of an e-commerce website that will help shoppers browse their catalog of items and complete transactions smoothly.
Secondly, by evolving their brand into one with a digital presence, they are hoping to expand brand awareness, bring in new customers, and ultimately increase profits. Visually, the team wants the website to communicate luxury and minimalism, but also include modern design trends that will establish ROVE as a credible and appealing retailer.
The User
The ideal customer at ROVE lives in the United States, is aged between 25 - 50 years, and is in the middle to upper-income levels working a white-collar job that gives them flexible personal time off of work. ROVE shoppers take a few camping trips a year - typically with at least one backpacking trip a year.
They care more about the quality, comfort, and how lightweight the items are than the cost. These outdoor enthusiasts understand that these purchases are an investment that will make their backpacking/camping experiences more enjoyable because they can rely on their items to withstand tough environments while not weighing them down.
Wireframes
User Testing
The main goal of this study was to establish the true usability of the prototype by confirming that users are successfully able to make a purchase. For the user experience goals, the principal one is gauging user satisfaction, pleasure, and fun through the design. A smaller UX goal is to measure, from the user’s perspective, how consistent the brand is across all pages.
The usability test was composed of three sections (consent form, timed set of tasks, questionnaire) all within one Google Form doc to keep everything centralized and easy for the user.
All 5 users successfully completed their purchase.
Average time to complete purchase was 4 minutes 29 seconds.
5 total number of user errors, across all user tests.
User Experience Questions:
Q1: The interface design of the ROVE website was pleasant.
Q2: I felt ROVE was a fun site to be on.
Q3: Visually, I was impressed with the ROVE site design.
Q4: Every page was visually consistent and felt like they belonged to the same website and brand.
Usability Questions:
Q5: I was able to complete the tasks and scenarios quickly using this site.
Q6: It was easy finding the Backpacking Packs page.
Q7: Adding the Big Sur 65 backpacking pack to the shopping cart was easy.
Q8: The checkout process was straightforward.
Q9: Whenever I made a mistake using the site, I could recover easily and quickly.
Q10: I knew where I was within the site at all times.
Q11: On-screen information (headlines, body copy, descriptions, layout etc.)
on the site was clear.
Q12: On-screen information (headlines, body copy, descriptions, layout etc.)
on the site was organized.
Q13: On-screen information (headlines, body copy, descriptions, layout etc.)
was effective in helping me complete the tasks.
Q14: The ROVE website has all the functions and capabilities I expect it to have.
Q15: It was easy to learn to use the ROVE website.
Q16: I felt comfortable using the ROVE website.
Q17: Overall, I am satisfied with the ROVE website.
