Lookal Documentation PDF

Lookal - Connecting Cape Town through Local Brands 1. Introduction Introducing "Lookal: Cape Town Edition," an innovative application designed to connect users with the vibrant tapestry of local brands in Cape Town. Whether you're a seasoned local or a visitor eager to explore the city's unique o e...

Lookal - Connecting Cape Town through Local Brands 1. Introduction Introducing "Lookal: Cape Town Edition," an innovative application designed to connect users with the vibrant tapestry of local brands in Cape Town. Whether you're a seasoned local or a visitor eager to explore the city's unique o erings, Lookal is your go-to companion for discovering and supporting homegrown businesses. 1.1 Project Overview Lookal is an application designed to enhance the user experience of discovering and supporting local brands in Cape Town. This case study delves into the user experience (UX) design process, highlighting key challenges, design decisions, and outcomes that shaped the Lookal app. 1.2 My Role 2. Timeline & Research 2.1 Why I started and what is the goal? The idea was sparked when talking to two German tourists one night on a walk on the promenade in Cape Town, they wanted to nd out where to nd local brands other than the ones found online, “ we want to go to the local shopping spots recommended by locals”. This created the primary objective to create a user-friendly and engaging platform that seamlessly connects users with the rich tapestry of local businesses in Cape Town. The app aimed to bridge the gap between online and o ine experiences, promoting community engagement and supporting the growth of local brands. ffl fi ff fi 2.2 The timeline 2.3 the qualitative and quantitative research Surveys Survey Question 1: "How do you prefer to discover and shop from local brands in Cape Town?" Response Options: Online Only / In-Person Only / Both Online and In-Person Insights: 78% of respondents expressed a preference for both online and in-person shopping experiences, indicating a demand for a versatile platform. Survey Question 2: "What factors in uence your decision to support a local brand?" Response Options: Convenience, Unique Products, Price, Brand Story, Other Insights: Convenience emerged as the top priority for 42% of respondents, emphasizing the importance of a user-friendly experience. Survey Question 3: "What types of local products do you nd most appealing?” Response Options: Fashion, Artisanal Foods, Home Decor, Crafts, Other (please specify) Insights: 60% of respondents favoured artisanal foods, indicating a potential focus area for the app's content and recommendations. fl fi Survey Question 4: "How likely are you to share your local brand discoveries on social media?” Response Options: Very Likely, Likely, Neutral, Unlikely, Very Unlikely Insights: 72% of respondents expressed a likelihood to share their discoveries, highlighting the importance of incorporating social media sharing features. Survey Question 5: "What incentives would encourage you to write a review for a local brand?” Response Options: Discounts, Exclusive O ers, Recognition, Other (please specify) Insights: 45% of respondents indicated a preference for discounts as the primary incentive for writing reviews, suggesting potential strategies for user engagement. Interviews Interviewee 1: "I love exploring physical stores and feeling the products before I buy. It would be great if there was an app that tells me where these stores are located.” Insight: The desire for a store locator feature to facilitate in-person exploration. Interviewee 2: "I often get overwhelmed by too many options online. If there was a way to get personalised recommendations based on my preferences, I would de nitely use it.” Insight: Users expressed the need for a personalised discovery feature to streamline online shopping. Interviewee 3: "I enjoy attending local events and markets. An app that keeps me informed about upcoming events would be valuable." Insight: Users' interest in local events and markets indicates an opportunity to integrate a comprehensive events calendar into the app. Interviewee 4: "I often buy local products as gifts for friends. It would be great if the app had a gift recommendation feature." Insight: User interest in a gift recommendation feature suggests an avenue for expanding the app's functionality to cater to gifting occasions. Interviewee 5: "I appreciate brands with eco-friendly practices. Having a 'sustainability' lter would make my search easier." Insight: Users' emphasis on sustainability provides a direction for incorporating lters that allow users to speci cally search for eco-friendly and sustainable local brands. Competitor Analysis: 1. Yelp: Strengths: Comprehensive Reviews: Yelp is known for its extensive database of user reviews and ratings, providing detailed insights into local businesses. Large User Base: With a signi cant user base, Yelp o ers a broad reach for local businesses to showcase their o erings. fi fi ff ff ff fi fi fi  Diverse Business Categories: Yelp covers a wide range of business categories, enabling users to explore various types of local establishments. Weaknesses: Limited Personalization: While users can lter results, Yelp may lack the level of personalization that LocalDiscover aims to provide. Not Exclusively Local Focus: Yelp caters to a global audience, and its focus on exclusively local businesses may be diluted. Opportunities: Integration with Local Events: Yelp could explore integrating features to promote and notify users about local events, aligning with LocalDiscover's objective of community engagement. Threats: Emerging Local Platforms: The rise of new, more locally focused platforms could pose a threat if they better cater to users' desires for personalized, community-driven experiences. 2. Google Maps: Strengths: Widespread Usage: Google Maps is widely used for navigation, making it a convenient platform for users to discover local businesses. Integration with Google Services: Seamless integration with other Google services provides a uni ed user experience. Detailed Business Information: Users can nd detailed information about businesses, including reviews and ratings. Weaknesses: Limited Personalized Recommendations: While users can see nearby businesses, Google Maps may lack the personalized recommendation focus that LocalDiscover aims to deliver. Less Emphasis on Community Engagement: Google Maps primarily focuses on mapping and navigation, potentially lacking features for community engagement. Opportunities: Enhanced Local Brand Integration: Google Maps could explore partnerships or features to enhance the visibility of local brands, aligning with LocalDiscover's objectives. Threats: Specialized Local Platforms: Specialized local platforms that focus exclusively on discovery and community engagement may draw users away from Google Maps. 3. Etsy: Strengths: Artisanal and Unique Products: Etsy is renowned for o ering handmade, vintage, and unique items, catering to users seeking distinct local products. Global and Local Reach: While global, Etsy provides a platform for local artisans to reach a broader audience. Weaknesses: Not Exclusively Local: Etsy caters to a global market, which might dilute the local focus that LocalDiscover aims to provide. Limited Business Categories: Etsy is primarily focused on handmade and vintage items, potentially excluding other local businesses. Opportunities: Local Discoveries Section: Etsy could explore creating a dedicated section or features speci cally for discovering and supporting local businesses. Threats: Rise of Local-Only Platforms: Local platforms exclusively dedicated to a diverse range of local businesses may pose a threat if they o er more tailored local discovery experiences. 4. Facebook Marketplace: Strengths: Social Integration: Facebook Marketplace leverages social connections, allowing users to discover and buy from people within their network. fi fi fi ff fi ff  Local Buying and Selling: The platform facilitates local transactions, aligning with the local focus of LocalDiscover. Weaknesses: Varied Product Range: While it includes local items, Facebook Marketplace covers a wide range of products, potentially diluting the local focus. Limited Business Information: Businesses may not have detailed pro les, limiting users' ability to learn about the brand story. Opportunities: Enhanced Local Business Pro les: Facebook Marketplace could explore features that enhance local business pro les, providing more information and storytelling elements. Threats: Emergence of Specialized Local Platforms: Platforms exclusively dedicated to local brand discovery may attract users seeking more focused and personalized experiences. 5. Shopify Local: Strengths: Local Business Support: Shopify Local speci cally supports local businesses powered by the Shopify platform. E-commerce Integration: Businesses can seamlessly integrate their online presence with e-commerce capabilities. Collaborative Features: Collaborative features can facilitate user-generated content and community engagement. Weaknesses: Limited to Shopify Businesses: It exclusively caters to businesses on the Shopify platform, potentially limiting the variety of local brands. Opportunities: Expansion to Non-Shopify Businesses: Shopify Local could explore partnerships or features to include a broader range of local businesses beyond those on the Shopify platform. Threats: Competition from Diverse Platforms: Platforms o ering a more extensive variety of local businesses may draw users away if they seek a wider range of options. The UX design process for LOOKAL began with comprehensive user research, revealing that users prioritise convenience, the ability to explore both online and physical stores, and a desire for personalised recommendations. LocalDiscover's goals focus on o ering a versatile, personalised, and community-driven platform for discovering and supporting local brands in Cape Town. Competitor analyses identi ed opportunities and threats, and to ensure success, LOOKAL aims to di erentiate itself by delivering a more tailored and engaging local discovery experience, using insights to re ne features and address user needs e ectively. 2.4 Key Insights Versatile Platform Preference: 78% of users prefer both online and in-person shopping, highlighting the demand for a versatile local discovery platform. Social Engagement Priority: 72% express a likelihood to share discoveries on social media, emphasizing the need for robust social sharing features. User Experience Insights: Users desire a store locator, personalized recommendations, and express interest in local events, gift recommendations, and sustainability lters. ff fi fi fi fi fi fi ff ff ff fi  Competitive Landscape Awareness: Competitor analysis highlights strengths and weaknesses, o ering strategic insights for LOOKAL's positioning and improvement. LOOKAL Di erentiation: LOOKAL aims to di erentiate through a tailored, engaging, and community-driven local discovery experience, aligning with user priorities. Strategic Focus: Consideration of key features like a store locator, personalized recommendations, social sharing incentives, and eco-friendly lters. Exploration of potential partnerships and continuous re nement based on user research and competitor analysis. 3. User Personas To have a clearer visualisation of who I would be designing for two main user personas where developed. Here I have an at a glance overview of their demographics, Behavior and Preferences, Motivations and, Needs and Desires. User Persona 1: Riley, the Adventurous Shopper Demographics: Age: 30 Location: Cape Town Occupation: Outdoor Activities Instructor Behavior and Preferences: Riley thrives on the in-person shopping experience, nding joy in exploring physical stores and markets. Enjoys discovering local brands during in-person shopping adventures and actively seeks information on store locations and upcoming events. Values the tactile and immersive aspect of in-person shopping, appreciating the opportunity to feel and experience products rsthand. Motivations: Motivated by the desire to support local businesses through direct, in-person engagement. Actively participates in local events and markets, contributing to the vibrant community spirit. Finds ful llment in the tangible connection with products and the local community during o ine shopping experiences. Needs and Desires: A platform that provides a comprehensive store locator feature, guiding Riley to unique physical stores. Integration with local events and markets, ensuring Riley stays informed about upcoming opportunities for in-person exploration. Emphasis on the sensory and experiential aspects of products, enhancing the in- person shopping adventure. User Persona 2: Morgan, the Digital Explorer Demographics: Age: 28 Location: Cape Town Occupation: Digital Marketing Specialist Behavior and Preferences: Morgan values the convenience of online shopping, seeking local brands with a strong digital presence. ffl fi ff ff fi fi fi fi ff  Prefers to explore local products through online platforms, enjoying the ease of virtual discovery. Actively looks for exclusive deals and promotions, making online exploration e cient and rewarding. Motivations: Motivated by the time e ciency and convenience of online shopping, particularly when exploring a wide range of local brands. Actively engages with platforms o ering exclusive online deals, maximizing value for digital purchases. Enjoys the streamlined and quick nature of digital exploration, focusing on the digital community buzz around local brands. Needs and Desires: A platform with a user-friendly interface, o ering seamless online exploration and personalized recommendations. Access to exclusive online deals and promotions from local brands, enhancing the appeal of digital shopping. Social sharing features that contribute to the online community, providing opportunities for Morgan to share and discover digital gems. 3.2 Empathy maps: Empathy Map for Riley, the Adventurous Shopper: Thinking: Concerns: Concerned about missing out on unique in-person shopping experiences. Goals: Wants to discover local brands through physical exploration, seeking authentic and tangible connections. Hearing: What Riley hears: Recommendations from friends about local stores and events. What Riley wants to hear: Information on upcoming local events and unique physical stores to explore. Pains: Frustrations: Dif culty nding information on the location of local stores. Anxieties: Missing out on community events and markets due to lack of information. Gains: Aspirations: A sense of ful llment from supporting local businesses directly. Hopes: Discovering new and unique products that contribute to a vibrant local community. Doing: Actions: Actively participates in local events and markets. Behaviors: Engages with store staff, appreciating the in-person shopping experience. Saying: Verbalizing: Expresses a desire for a platform that guides to unique physical stores. Expressed Needs: Emphasizes the importance of a comprehensive store locator feature. fi ffi fi fi ff ff ffi Seeing: Observations: Observes the local community's vibrancy during in-person shopping adventures. Visual Cues: Enjoys the visual and tactile aspects of products during the shopping experience. Empathy Map for Morgan, the Digital Explorer: Thinking: Concerns: Worried about missing out on online-exclusive deals and promotions. Goals: Seeks ef ciency and convenience in online exploration, looking for a platform that aligns with digital preferences. Hearing: What Morgan hears: Buzz and reviews about local brands in the online community. What Morgan wants to hear: Information on exclusive online deals and promotions from local brands. Pains: Frustrations: Dif culty navigating through cluttered online platforms. Anxieties: Missing out on exclusive online promotions and deals. Gains: Aspirations: A sense of accomplishment and value from nding exclusive online deals. Hopes: Discovering and sharing digital gems within the online community. Doing: Actions: Actively engages with online platforms, exploring a variety of local brands. Behaviors: Enjoys the ef ciency of online shopping and values digital community interactions. Saying: Verbalizing: Expresses the need for a user-friendly platform with exclusive online deals. Expressed Needs: Values a platform that provides a seamless online shopping experience. Seeing: Observations: Observes and engages with the digital community's discussions about local brands. Visual Cues: Enjoys visually appealing and well-organized online platforms for digital exploration. fi fi fi fi 4. Ideation In the ideation phase, I kick o with a brainstorming session, researching relevant app patterns while considering my personas and empathy maps. I use my iPad for information architecture. Next, I strategically plan the MVP, prioritising core features and avoiding overload. Balancing robustness and usability is crucial. Collaborative discussions with the team contribute to a well- rounded, iteratively re ned development approach, setting the foundation for success. Or Information architecture helps me to see the broader picture of an app by organising and structuring its content and functionality, providing a clear and intuitive framework that enhances overall understanding and usability. This is also the part where I can strategically plan the MVP, prioritising core features and avoiding overload setting the foundation for success. Place in AI Add in wireframes fi ff