Gustavo Marques - Portfolio
Case Study - Awari Intensive UX/UI Design
Marketbox
Case Study - Awari Intensive UX/UI Design
Marketbox
The problem
MarketBox began to take shape after I interacted with people who sold breakfast baskets but faced difficulties in organizing the process, especially on days of intense sales, such as logistics, quick access to information, and order management. What could I do to improve the processes for those who sell breakfast baskets?
MarketBox began to take shape after I interacted with people who sold breakfast baskets but faced difficulties in organizing the process, especially on days of intense sales, such as logistics, quick access to information, and order management. What could I do to improve the processes for those who sell breakfast baskets?
The solution
Creation of an app to provide assistance to gourmet kit sellers. The solution focuses on providing efficiency and organization for those working in this field, aiding with order management, data collection, delivery logistics, chatbot integration, and optimizing cash flow.
Creation of an app to provide assistance to gourmet kit sellers. The solution focuses on providing efficiency and organization for those working in this field, aiding with order management, data collection, delivery logistics, chatbot integration, and optimizing cash flow.
Impact
More orders fulfilled and higher profits - Fewer order cancellations due to human errors; now everything is automated.
More numbers for valuable insights - Users can gain insights into orders without manually calculating everything.
All customers in a single database - Can double the number of customers without having to update on WhatsApp or a notebook.
More orders fulfilled and higher profits - Fewer order cancellations due to human errors; now everything is automated.
More numbers for valuable insights - Users can gain insights into orders without manually calculating everything.
All customers in a single database - Can double the number of customers without having to update on WhatsApp or a notebook.
My role
I worked end to end to create an enhanced experience for breakfast basket sellers. I conducted interviews, conceived the project after discovery stages, created high-fidelity interface, visual identity, and a navigable prototype for validation in user testing.
I worked end to end to create an enhanced experience for breakfast basket sellers. I conducted interviews, conceived the project after discovery stages, created high-fidelity interface, visual identity, and a navigable prototype for validation in user testing.
Design process
The MarketBox project was carried out in a welcoming manner because from its inception, I put users at the center of my concerns. Several elements make it user-focused - I conducted in-depth research, the design is intuitive, and there were usability tests. This made the application not only functional but also highly tailored to individual user needs. I used design thinking to develop this project.
Empatizar: Matriz CSD, UX Reserach.
Definir: Persona, Mapa de empatia, Benchmark, Job stories.
Idealizar: Site map, User flow.
Prototipar: Wireframe, Style guide,
Testar: Usability study.
The MarketBox project was carried out in a welcoming manner because from its inception, I put users at the center of my concerns. Several elements make it user-focused - I conducted in-depth research, the design is intuitive, and there were usability tests. This made the application not only functional but also highly tailored to individual user needs. I used design thinking to develop this project.
Empatizar: Matriz CSD, UX Reserach.
Definir: Persona, Mapa de empatia, Benchmark, Job stories.
Idealizar: Site map, User flow.
Prototipar: Wireframe, Style guide,
Testar: Usability study.
To make the user feel at home
User-Centered Research: I initiated the project by conducting detailed research to understand users' needs, habits, and challenges related to organizing personal books. This included interviews, market research, and competitive analysis.
User-Centered Design: Based on research insights, I designed the user interface with the goal of making it intuitive and user-friendly. I emphasized ease of adding, categorizing, and tracking books, making the experience more welcoming and personal.
Personalization and Categorization: I implemented customization features that allow users to organize their books according to their personal preferences, creating a highly individual-centered experience.
User-Centered Research: I initiated the project by conducting detailed research to understand users' needs, habits, and challenges related to organizing personal books. This included interviews, market research, and competitive analysis.
User-Centered Design: Based on research insights, I designed the user interface with the goal of making it intuitive and user-friendly. I emphasized ease of adding, categorizing, and tracking books, making the experience more welcoming and personal.
Personalization and Categorization: I implemented customization features that allow users to organize their books according to their personal preferences, creating a highly individual-centered experience.
Discovery
Discovery
User research
The research encompassed both quantitative and qualitative approaches, allowing for a holistic examination of the user experience. Objectives: Identify the seller's profile; Uncover consumer needs; Understand the company's operations; Define organizational criteria. Insights: the system should be simple and user-friendly, providing features such as cash flow calculation (inflows and outflows of products), customer database organization, and integration with WhatsApp platform to enhance the sales process.
The research encompassed both quantitative and qualitative approaches, allowing for a holistic examination of the user experience. Objectives: Identify the seller's profile; Uncover consumer needs; Understand the company's operations; Define organizational criteria. Insights: the system should be simple and user-friendly, providing features such as cash flow calculation (inflows and outflows of products), customer database organization, and integration with WhatsApp platform to enhance the sales process.
66.7% of individuals stated that they try to plan the entire process better before intense sales.
66.7% of individuals stated that they try to plan the entire process better before intense sales.
The respondents' primary desire is to deliver 100% of what they promise, especially during days of intense sales. However, this cannot be achieved without proper organization and maintaining updated inventory.
The respondents' primary desire is to deliver 100% of what they promise, especially during days of intense sales. However, this cannot be achieved without proper organization and maintaining updated inventory.
66.7% of respondents, when asked about their perception of the organization process, claimed that it is far from good.
66.7% of respondents, when asked about their perception of the organization process, claimed that it is far from good.
They carry out numerous tasks that are typically handled by 1-2 employees, and most of them do not utilize any system to improve their sales process.
They carry out numerous tasks that are typically handled by 1-2 employees, and most of them do not utilize any system to improve their sales process.
Persona
Luana Tenório
Age: 35 years
Education: Graduated in journalism
Hometown: Born in Garanhuns, Brazil
Luana completed high school and always wanted to start her own business, despite having little skill in sales. She relies on technology to make her life easier and spends a lot of time on her phone using Instagram. It was through this social network that she decided to open a simple online store, at the beginning of the pandemic, to sell gastronomic kits, as she didn't have a job that guaranteed her income. At work, she strives to always deliver what consumers ask for, being very careful and patient with details. During peak sales times, she relies on her husband's help, who assists in updating the inventory, planning routes, and they both make deliveries together.
Frustrations
At home, she always ends up mixing work and leisure spaces.
Sometimes the money that comes in is not recorded, and she doesn't know the total sales.
She and her husband do many things and don't have another person to help.
Goals
She is very determined, wants to see the company grow, and does not intend to work in another segment.
Pay for a system that helps her organize better.
Increase sales profit and the reach of her business.
Luana Tenório
Age: 35 years
Education: Graduated in journalism
Hometown: Born in Garanhuns, Brazil
Luana completed high school and always wanted to start her own business, despite having little skill in sales. She relies on technology to make her life easier and spends a lot of time on her phone using Instagram. It was through this social network that she decided to open a simple online store, at the beginning of the pandemic, to sell gastronomic kits, as she didn't have a job that guaranteed her income. At work, she strives to always deliver what consumers ask for, being very careful and patient with details. During peak sales times, she relies on her husband's help, who assists in updating the inventory, planning routes, and they both make deliveries together.
Frustrations
At home, she always ends up mixing work and leisure spaces.
Sometimes the money that comes in is not recorded, and she doesn't know the total sales.
She and her husband do many things and don't have another person to help.
Goals
She is very determined, wants to see the company grow, and does not intend to work in another segment.
Pay for a system that helps her organize better.
Increase sales profit and the reach of her business.
Empaty map
Listen
They need to be more organized with their finances.
Forgot/we forgot to buy "x" thing for that day.
Others seem to have more people helping in their little store.
We can't serve more people because we don't have the workforce for it.
They need to be more organized with their finances.
Forgot/we forgot to buy "x" thing for that day.
Others seem to have more people helping in their little store.
We can't serve more people because we don't have the workforce for it.
See
Consumers giving good feedback about my production.
Receipts scattered around the house.
Consumers giving good feedback about my production.
Receipts scattered around the house.
Pain
Lack of control over the household and professional budget.
Difficulty remembering everything that needs to be bought.
Difficulty performing various functions at the same time.
Lack of control over the household and professional budget.
Difficulty remembering everything that needs to be bought.
Difficulty performing various functions at the same time.
Think and feel
Thinks that others' marketing is better than theirs.
Has no patience to organize what comes in and out of the inventory.
Frustration for having few people assisting in their little store.
Hopeful to know that their business has everything to succeed.
Thinks that others' marketing is better than theirs.
Has no patience to organize what comes in and out of the inventory.
Frustration for having few people assisting in their little store.
Hopeful to know that their business has everything to succeed.
Do and say
Notes in the notebook about the couple's financial life.
List on paper and pen about new ideas to customize gastronomic kits.
I can't stand having to talk to each person on WhatsApp and deal with other tasks.
Notes in the notebook about the couple's financial life.
List on paper and pen about new ideas to customize gastronomic kits.
I can't stand having to talk to each person on WhatsApp and deal with other tasks.
Gain
Automate some processes to handle them in the best way.
Create shopping lists quickly and dynamically.
Have control over expenses.
Automate some processes to handle them in the best way.
Create shopping lists quickly and dynamically.
Have control over expenses.
Jobs to be done
When I can't organize and automate processes, I want a platform that centralizes them so there's no need to jot things down on paper, allowing me to manage a high number of sales efficiently.
When I can't organize and automate processes, I want a platform that centralizes them so there's no need to jot things down on paper, allowing me to manage a high number of sales efficiently.
When I need to understand the sales flow, I want a place that provides a report highlighting both positive and negative aspects so I can set new goals.
When I need to understand the sales flow, I want a place that provides a report highlighting both positive and negative aspects so I can set new goals.
During peak sales periods when I receive numerous orders, I want to be able to visualize and categorize them for optimal customer service and efficient preparation and delivery of gourmet kits.
During peak sales periods when I receive numerous orders, I want to be able to visualize and categorize them for optimal customer service and efficient preparation and delivery of gourmet kits.
When I can't sell to all buyers in the best way possible, I want a platform that handles purchases, enabling me to control, automate, and streamline the sales processes.
When I can't sell to all buyers in the best way possible, I want a platform that handles purchases, enabling me to control, automate, and streamline the sales processes.
User journey X Site Map
Metrics
Engagement
Rate of Interaction with Key Features: Measure how frequently users interact with the app's key features, such as adding new books, registering loans, and the completion rate of finished loans.
Rate of Interaction with Key Features: Measure how frequently users interact with the app's key features, such as adding new books, registering loans, and the completion rate of finished loans.
Resolution
Problem Resolution Time: Record the time users take to resolve complex tasks, such as adding multiple books at once or managing large libraries. This can help evaluate the design's efficiency and how well users can continue using the app.
Problem Resolution Time: Record the time users take to resolve complex tasks, such as adding multiple books at once or managing large libraries. This can help evaluate the design's efficiency and how well users can continue using the app.
Value Delivery
Time to First Value Action: Record the time it takes for users from registration to performing the first value action, such as adding a book to their library. This helps assess how quickly users perceive the app's value.
Time to First Value Action: Record the time it takes for users from registration to performing the first value action, such as adding a book to their library. This helps assess how quickly users perceive the app's value.
Task Success and Error
Task Completion Rate: Measure how many users can successfully complete key tasks, such as adding a book, categorizing it, or marking it as read. This reflects the effectiveness of the interface in facilitating task completion.
Error Rate and Return to Critical Steps: Track the error rate or the number of times users return to critical steps in the process, such as filling in book information or loans. This can indicate areas of friction in the design that need improvement.
Task Completion Rate: Measure how many users can successfully complete key tasks, such as adding a book, categorizing it, or marking it as read. This reflects the effectiveness of the interface in facilitating task completion.
Error Rate and Return to Critical Steps: Track the error rate or the number of times users return to critical steps in the process, such as filling in book information or loans. This can indicate areas of friction in the design that need improvement.
User interface
User interface
Style guide
Wireframes
High-fidelity prototype
The login screen was meticulously designed to prioritize simplicity. It efficiently presents login options and displays the logo.
The login screen was meticulously designed to prioritize simplicity. It efficiently presents login options and displays the logo.
Upon logging in, the user is greeted by a carefully crafted home screen, featuring a permanent menu at the bottom.
Upon logging in, the user is greeted by a carefully crafted home screen, featuring a permanent menu at the bottom.
A thoughtfully developed page has been introduced, providing valuable insights into sales data, profitability, and customer numbers. This enhanced functionality empowers users with comprehensive business analytics, enabling them to make informed decisions and optimize their operations effectively.
A thoughtfully developed page has been introduced, providing valuable insights into sales data, profitability, and customer numbers. This enhanced functionality empowers users with comprehensive business analytics, enabling them to make informed decisions and optimize their operations effectively.
Usability test
After creating the high-fidelity prototype, I prepared a script to conduct user testing. I selected three users who agreed to participate in the questionnaire. User Test Results:
After creating the high-fidelity prototype, I prepared a script to conduct user testing. I selected three users who agreed to participate in the questionnaire. User Test Results:
Negative Feedback - Users expressed confusion while navigating the "help" section, specifically with the FAQ and video resources. Additionally, they raised concerns about the functionality of the graph within the "company" section.
Positive Feedback - Users appreciated the visually appealing and minimalist design of the screens, which allowed them to accomplish tasks effectively with limited resources. They were particularly interested in the option to share a virtual card on WhatsApp and found the available support features, such as the chatbot, helpful for navigating the system.
Negative Feedback - Users expressed confusion while navigating the "help" section, specifically with the FAQ and video resources. Additionally, they raised concerns about the functionality of the graph within the "company" section.
Positive Feedback - Users appreciated the visually appealing and minimalist design of the screens, which allowed them to accomplish tasks effectively with limited resources. They were particularly interested in the option to share a virtual card on WhatsApp and found the available support features, such as the chatbot, helpful for navigating the system.
Challenges
It was challenging to reach the target audience for the research; I ended up choosing the wrong time for the approach, as it was close to a holiday. Consequently, out of 100 participants, only 15 responded to the quantitative survey.
Structuring the entire survey in the form was complex because I didn't fully understand how the process worked beyond my daily routine. Thus, I had to study and conduct more in-depth research.
Given the responses, making inferences with so much information proved difficult. I had to group them to study more effectively.
Creating screens in Figma, designing new components for interfaces, and developing a specific style guide for the project were all part of the process.
Conducting usability tests to validate the project and iterating based on user feedback was a challenging process. Interpreting the results and transforming them into tangible improvements was crucial to enhance the experience.
It was challenging to reach the target audience for the research; I ended up choosing the wrong time for the approach, as it was close to a holiday. Consequently, out of 100 participants, only 15 responded to the quantitative survey.
Structuring the entire survey in the form was complex because I didn't fully understand how the process worked beyond my daily routine. Thus, I had to study and conduct more in-depth research.
Given the responses, making inferences with so much information proved difficult. I had to group them to study more effectively.
Creating screens in Figma, designing new components for interfaces, and developing a specific style guide for the project were all part of the process.
Conducting usability tests to validate the project and iterating based on user feedback was a challenging process. Interpreting the results and transforming them into tangible improvements was crucial to enhance the experience.
Lessons learned
It was my first product design project, so I learned a lot, especially because I was mentored throughout my journey by Antonio Duarte, a senior designer at Rede Globo.
I broke out of my bubble when making inferences. Once again, I understood that reality is much more complex than mine, prior to the research results, with my biases and prejudices. In fact, this research served more as a study for me. I worked hard to understand the actual needs of the interviewees.
I utilized various UX resources to deeply study the user I was designing for, gaining a better understanding of when to rely on these resources and when not to—figuring out to what extent they could aid me in the product development process.
It was my first product design project, so I learned a lot, especially because I was mentored throughout my journey by Antonio Duarte, a senior designer at Rede Globo.
I broke out of my bubble when making inferences. Once again, I understood that reality is much more complex than mine, prior to the research results, with my biases and prejudices. In fact, this research served more as a study for me. I worked hard to understand the actual needs of the interviewees.
I utilized various UX resources to deeply study the user I was designing for, gaining a better understanding of when to rely on these resources and when not to—figuring out to what extent they could aid me in the product development process.
Shall we work together?
Gustavo Marques
UX/UI Designer