To better understand the current market, particularly existing pain points and unmet needs for those who shop for menstrual products, I conducted a competitive analysis looking at the websites of Aya and LadyCare, two Nigerian based period care company. My goal was to analyze the market positioning of local competitors and get insights into the period care market in Nigeria specifically.
I also conducted stakeholder interviews to gather information and context about the company, identify business goals, and understand their vision for the website.
Through the competitive analysis, I found that Ebmo's competitors have information about themselves and their products on their websites, but there is no option to buy products from the websites or through a third party website linked on their websites. This is a pain point for users as they have to go to a store with no guarantee that the product is sold there, or that it is in stock. Additionally, the lack of a delivery option on their competitors websites for users is another unmet need that was identified.
Based on research and insights from our stakeholders, a user persona was developed.
Meet Abiola, a recent graduate from the University of Lagos, Nigeria who is currently completing her youth service working at Nestle Nigeria. She earns a monthly salary of 60,000 Naira (about $60) and is looking to reduce her monthly spending as the cost of living continues to rise.
After creating the user persona, I wrote out around 8 different "How Might We" statements to identify what problems to focus on. From this exercise, I decided to focus on the following 4 statements:
Our stakeholders provided a rough draft of what they want the website website and what they want the website to look like, which they wanted me to use as a starting point but also build on and improve.
To expand on this as well as my own thought process, I created a storyboard to illustrate the sequence of steps our user, Abiola, will take in a given scenario. The purpose of this storyboard was to visualize a potential user experience to our stakeholders to help them empathize with your user’s situation and to gather feedback before making design decisions so that we had a unified vision moving forward.
I created a user flow that allows users to purchase Ebmo Flow products while also learning more about the company and the benefits of their products. I also included a contact option so users who may have questions or want more information can directly contact the company directly.
I assisted the Ebmo Flow Social Media Marketer with the creation of a style guide. We decided to utilize the colour pink, which is often associated with womanhood and femininity, but used green as the main colour because of its association with health and renewal. It also serves as a bold contrast to the colour pink.
Due to the limited timeline of the project, I decided to create only high-fidelity prototypes of the proposed Ebmo Flow website.
Unfortunately due to the time constraints of the project, usability testing could not be completed. However, I made some changes to the high-fidelity prototype based on feedback from our stakeholders including:
After receiving feedback from our stakeholders, I implemented the changes listed above and created the final high fidelity prototype shown below.
With this website, users will be able to learn more about EbmoFlow as a company and their products, sign up to the EbmoFlow newsletter, contact EbmoFlow and get connected to their social accounts and can be directed to their Pay Stack shop where they can order products.
When Ebmo Flow has more resources and time to expand their website, I would like to include features that were initially supposed to go on the website, particularly the Period Waste Calculator and the #FlowCupClub social aspect on the website.
I would also like to conduct usability tests on the final prototype, testing the prototype as it currently is and after it has been revised.
Working on this project was very informative and interesting. I had never worked on a project for a company outside of North America prior to this so it was interesting conducting research into the market in Nigeria and seeing how different their online shopping experience is compared to Canada's. I would love to work with another international company so I can learn more about how people in different countries shop.
If you like what you see and want to work together, get in touch!
taniodukale@gmail.com
