I Wanna

Role: Product Strategy + Design

I wanna is a hyperlocal app focused on connecting consumers with local neighborhood merchants.  What sets I Wanna apart from other products like Yelp and Groupon is the focus on merchants and the creation of tools and processes to better serve their customers to better compete with online retailers.

The Question

How might we better connect  local merchants and consumers?

When designing a dual-sided platform, it's important is to understand both producers and consumers separately and as a whole.  A couple of methods I love using early in the research process are journey maps and empathy maps.  These help in finding that crucial piece of insight that can turn a good product into a great one.

Customer Journey Map

Empathy Map

THE ANSWER

Local merchants need better, easier to use tools that not only help reach potential customers, but understand their behavior to better serve them

 

EARLYWIRE FRAMES OF THE MERCHANT DASHBOARD

Early dashboard wireframes

After rounds of user testing through prototypes, we soon realized our focus was too feature heavy and that people needed a tool they felt empowered by, not one they feared and felt intimidated by.  We cleaned up the interface and removed a ton of noise, and upheld the principle that using the dashboard was similar to having a pleasant conversation with friend.

UPDATED MERCHANT DASHBOARD

Onboarding

Orders 

Account

WIREFRAMES OF CUSTOMER FACING IOS APP

Early flow of iOS app

Finalized app flow

PROTOTYPE

USER TESTING

Working  together with a visual designer and developers, I was able to conduct user testing on a high fidelity prototype of the app.  Through testing, we spotted minor usability errors, but more importantly customer insight into what we should be building.  For instance, through user testing, we were able to highlight a category (Kids) that over 90 percent of our users searched for.

CONCLUSION

Working with a small team of a product manager, visual designer and three developers we were able to launch a success v1 in New Jersey (July 2015).  Currently, I am working hard with the MallHawk/ I wanna team to help grow the platforms.  Implementing the new merchant dashboard and polishing the iOS app experience to better serve merchants and customers.