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World to me
Making Global Shopping Seamless and Fun
World To Me (WTM) is an app that turns the dream of shopping globally into a reality for users in regions where access to international brands is more wishful thinking than reality. With WTM, users can now enjoy seamless shipping services, real-time package tracking, accurate cost estimations, and the convenience of using home addresses through a trusted network of middlemen. WTM isn’t just an app; it’s your passport to global shopping!
Tl;DR
The mission
People in certain regions, like the Middle East, have difficulty accessing international brands due to high shipping costs, unreliable delivery, and complex customs processes. This tedium causes frustration and limits shopping options.
The outcome
A mobile app, World To Me (WTM), that simplifies global shopping by providing seamless shipping services, real-time package tracking, accurate cost estimations, and the convenience of using local addresses through a network of trusted middlemen.
My Role
As the sole person on this project, I wore all the hats:
• Product Management
• User Research
• Ideation & Strategy
• UX and UI Design
• Usability Testing & Prototyping
• Branding and Illustration
Throughout, I consulted with engineers & stakeholders to assess technical feasibility.
Problem space
First of all, was there a problem worth solving?
Being originally from a region with limited access to international brands, I often faced challenges in getting my favorite products shipped. This made me curious if others had the same problem. So, I sought to understand the global shopping habits of others. I talked to targeted users (shoppers, frequent travelers) and sent out a survey to the broader community, looking for more than 50 responses.
KEY INSIGHTS
Here’s what I discovered.
No. 1: People want to shop internationally but face high shipping costs and unreliable delivery.
Most people expressed frustration with the high costs and uncertainty involved in international shipping. They often had to rely on friends traveling abroad or use expensive courier services.
No. 2: Lack of real-time tracking and accurate cost estimations.
Users were frustrated with the lack of transparency in shipping costs and the inability to track their packages in real-time. This uncertainty led to a lack of trust and reluctance to shop globally.
No. 3: Difficulty using local addresses for international deliveries.
Many users had difficulty using their local addresses for international purchases due to complex customs processes and unreliable local delivery services.
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No. 4: Limited access to certain international brands
Users often found that some brands did not offer shipping to their region, further limiting their shopping options and causing frustration.
Key Quotes
The anguish is universal.
COMPETITIVE ANALYSIS
But wait, is anyone solving this problem adequately?
Knowing there was a problem, I took a deep dive. There were a ton of global shopping apps out there—surely someone was solving this problem? By meticulously documenting 5 competitor apps (reship, Borderlinx, MyUS, Planet Express, Shipito), I learned that:
• The better-designed apps focused on specific regions or services but missed out on providing a comprehensive solution for seamless global shopping.
• The less designed apps offered more services but had serious UX issues, making them difficult to use.
It was clear that this field was ripe for innovation. Let’s get going!
The Opportunity
What am I building?
A solid research foundation helped me laser-focus on only the biggest pain points.
In short, I could safely ignore niche services (or creating some kind of new shipments tracker - we probably have enough of those). Instead, v1 of the app would focus on:
• Seamless shipping services;
• Real-time package tracking;
• Accurate cost estimations;
• Convenience of using local addresses.
Based on other user feedback, it would also ideally to create a web app instead of having users only the application to get most of the tasks done.
UX Phase
Initial quick ideation
Armed with my trusty iPad, I drew out a few rough ideas of how an app might work so I could assess each idea quickly and try out a variety of concepts. This is one of the earliest iterations.
UX phase
Making ideas more tangible
Throwing things into wireframes helped me understand the design compromises at stake and led me to converge on the strongest solutions.
Here are some of the questions I asked myself during this stage:
• What is a user trying to accomplish on a given screen? i.e., what should be prioritized? what can be moved elsewhere?
• What should the goal of onboarding be? Guiding a user to their first international purchase, or pre-filling their account with dummy data to show functionality? Should users have to be guided at all?
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UI Phase
The Solutions
Here are a few of the design solutions as they related to the discovered core problems.
Challenge No. 1:
How might users shop internationally with ease?
Key design decisions here:
• Seamless Shipping Services:
- Implemented a streamlined process where users can easily arrange for shipping through WTM. This includes partnerships with reliable courier services that ensure timely and secure deliveries.
- Created a simple, intuitive interface that guides users through the process of placing an order, choosing shipping options, and finalizing their purchase with clear, upfront cost information.
• Local Addresses and Trusted Middlemen:
- Developed a network of trusted middlemen who can receive packages on behalf of users at local addresses, simplifying the process of international shipping.
- Integrated a feature that allows users to select a middleman based on their preferences, ensuring their packages are handled with care and professionalism.
Challenge No. 2:
How might users track their packages in real-time?
Key design decisions here:
• Real-Time Package Tracking:
- Implemented a robust tracking system that provides real-time updates on the status and location of packages. Users receive notifications at key milestones, such as when the package is shipped, arrives at customs, and is out for delivery.
- Designed a visually engaging tracking interface that displays the journey of the package on a map, giving users peace of mind and a sense of control over their shipments.
Challenge No. 3:
How might users get accurate cost estimations?
Key design decisions here:
• Transparent Cost Estimations:
- Integrated a cost estimation tool within the app that calculates total costs, including shipping fees, customs duties, and local delivery charges. This tool provides users with accurate estimates before they make a purchase, eliminating unpleasant surprises.
- Ensured that all charges are clearly itemized and explained, building trust and transparency with users, and gave the user the option to start an order using the same quote he got.
Challenge No. 4:
How might users use their local addresses for international deliveries?
Key design decisions here:
• Simplified Address Management:
- Designed an address management feature that allows users to easily add and manage multiple local addresses, including those of trusted middlemen. Users can select the most convenient address for each purchase.
- Streamlined the customs process by integrating necessary documentation and information within the app, making it easier for packages to clear customs and reach their final destination without delays.
Challenge No. 5:
How might users have a seamless experience on larger screens such as tablets and desktops?
Key design decisions here:
• Web App for Larger Screens:
- Designed a responsive web app that offers the same seamless experience as the mobile app but optimized for larger screens like tablets and desktops.
- Created a consistent design language across both platforms, ensuring users can switch between devices without any disruption in their shopping experience.
- Added features like drag-and-drop functionality for managing addresses and packages, making it easier for users to organize their shipments on larger screens.
- Implemented a dashboard view that provides an overview of all active shipments, upcoming deliveries, and cost estimations, giving users a comprehensive view of their international shopping activities.
Usability Testing
Verifying design decisions
I remotely tested my design at various stages of the process. While testing with low-fi prototypes was important, I did most of my testing with high-fidelity because I find users have an easier time grasping something closer to reality.
While the design tested well and received much enthusiasm, I’m of the firm belief that you’ll only truly find out how your design does when it’s out in the wild, so stay tuned for its release in 2024.
Here’s an example of how feedback shaped design:
Original:
On the main screen, I began with the hypothesis that users needed quick access to shipping options and cost estimations.
Testing:
While testing, I would instead see users struggling with the tracking interface. They needed more intuitive real-time tracking and better visibility of shipping statuses.
Pivot:
I tried a few different ways to do this. Eventually, the best technical implementation ended up being a streamlined tracking interface with clear notifications and a user-friendly design.
To beter pivot the users towards the next steps, I highlited to users what they need to get their shipment moving by showing them the required actions and what to expect in every step (see more about this on challenge 2).
UI Phase
Branding and Visual Design
In designing WTM, I wanted to evoke the excitement and ease of shopping globally. The name, World To Me, reflects the idea of bringing the world closer to the user through seamless shopping.
It’s meant to sound soft and evoke an approachable friendliness. Unlike most shipping apps - straightforward, utilitarian, a means to an end - I wanted to impart the happiness that comes with shopping for your favorite brands without worrying about any restrictions.
Here's how it was done:
- Icons: The icons used in WTM are designed with a clean and modern aesthetic. They employ a minimalistic style with bold outlines and a limited color palette. Each icon is easily recognizable and intuitive, aiding users in navigating the app without confusion. The primary color for the icons is sun yellow, complemented by shades of grey, light grey, and black. This combination ensures the icons are both visually appealing and accessible.
- Illustrations: The illustrations in WTM are crafted in a modern, vector-based style that combines simplicity with a touch of whimsy. The scenes depicted in the illustrations are dynamic, featuring smooth lines and minimalistic details that enhance the overall user experience without overwhelming the interface. The color palette for the illustrations includes the primary sun yellow, alongside violet, grey, light grey, and black. These colors work together to create a cohesive and engaging visual theme that resonates with the app’s purpose and user base.
- Typography: For typography, I chose Inter, a clean and versatile sans-serif font that ensures readability across all devices. Inter’s modern and straightforward design complements the app's overall aesthetic, providing a clear and consistent reading experience. The font is used throughout the app for headings, body text, and UI elements, maintaining a cohesive visual language.
- Color: I chose a color palette that leaned on a cheery, somewhat muted sunny yellow, and emphasized white space, rounded corners, and subtle shadows.
Lessons Learned / Next Steps
Focusing on the "why":
Leading this project was both exhilarating and challenging. It was easy to get carried away, and go beyond MVP. There were a million other ideas that weren’t pursued, at least for this initial release, because first the idea had to be proven in its barest form. Working through this project was a fascinating dance between unlimited ideation, and reeling it back in because of reality and scope, all the while keeping top of mind the problems that were trying to be solved
Next Steps:
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• Collaborate with developers to finalize the app and prepare for launch.
• Continue gathering user feedback to refine and enhance the user experience.
