markhub

A new way to experience the Sydney markets

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The project

Sydney being home to many diverse nationalities & people, Markets bring in a sense of community and allows people to both share & discover new experiences. We all seem to love the vibe it brings to the city as they take us back to a much simpler time before supermarkets & big chains. But are we getting the most out of our experience?

Brief

Initial Brief

Initial Brief

Initial Brief

● Provide an info hub for market goers/stallholders
● Help small businesses that run stalls at markets
● Learn the needs of stall holders & market goers, & provide a tool for them

● Connect stall holders with market goers

● Understand current experiences of stall holders & market goers

● Learn the needs of stall holders & market goers, & provide a tool 

● Connect stall holders with market goers

● Understand current experiences of stall holders & market goers

● Learn the needs of stall holders & market goers, & provide a tool

● Connect stall holders with market goers

● Understand current experiences of stall holders & market goers

● Learn the needs of stall holders & market goers, & provide a tool for them

● Connect stall holders with market goers

● Understand current experiences of stall holders & market goers

● Learn the needs of stall holders & market goers, & provide a tool

Details

Details

Project length /  2 weeks

Team / Vivienne Yang, Jason Robertson, Slava Kovalska

Role / Research - Final Prototype. End to end.

Project length /  2 weeks

Team / Vivienne Yang, Jason Robertson, Slava Kovalska

Role / Research - Final prototype

Interviews

Interviews

Understanding the problem

To understand the current experiences of markets, we talked to a few market-goers and realized some of the same statements repeatedly came up, revealing that there are some frustrations in the current market experience.

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Initial problem statement

Initial problem statement

Having only spoken to a few market-goers at this point, we presumed stall holders were facing the same problem. Leading us to assume the initial problem to be Stallholders are not being connected directly enough to market goers.

Having only spoken to a few market goers at this point, we presumed stall holders were facing the same problem. Leading us to assume the initial problem to be:

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Comparator analysis

Comparator analysis

Comparator analysis

Tracking stall information seemed difficult for most people, so we decided to see why and started to look at various existing market websites or 'market hubs'. There were no direct competitors for our potential product so we did an analysis and looked at Market websites, Portals & apps & Premium market websites.

Key findings

●  Non responsive

●  Poor design

●  Buried within websites

●  Little info on stalls

●  Limited imagery

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Contextual Inquiry

Contextual Inquiry

Let's go to the market

To get a better understanding of market-goers and stall holders, we decided to go the markets ourselves and talk to some people and ask some basic questions through a survey we created.

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What people said...

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Key findings of market-goers

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Key findings of stall-holders

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Research synthesis

Research synthesis

The pivot point

We translated the research into an affinity mapping to help us visualize where the problems were, and to see if there were any unforeseen pain points. By synthesizing our research, we realized our original assumption of stallholders wanting to be more connected to market-goers and vice versa were not the main concerns.

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Personas and User Journey

Personas & User journey

Who goes to the market?

Who goes to the market?

During our research synthesis, we identified four key personas that go to the markets. Based on our empathy mapping, we concluded with Primary personas: Ash & Mia, and secondary personas: Amelie & Laura. Based on Ash, I mapped out a typical user journey of Ash going to the markets.

ash

Our new solution

Our new solution

Create an online market community

Create an online market community

We quickly came to the conclusion based on our research that the main concerns that needed to be addressed were: 

  1. Stall-holders were not getting the right type of information to find the right market for their products.
  2. Market-goers were unable to find information on markets & stalls in an easy & accessible way.

Our solution? : Provide a market information hub to better inform both stall-holders & market-goers in making decisions when going to the markets.

 

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Ideate and Design

Ideate and Design

Rapid wireframing

Using the design studio process, we generated wireframes for potential ideas that could be used to address the current pain points of stall holders & market goers.

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Usability Testing

Usability Testing

Time for feedback!

We rapidly prototyped wireframes and designed the initial iterations of the app. I was then able to conduct 10 guerilla testings asking users to complete tasks such as:

1. You want to find an art & craft market and check out the stalls available.

2. You want to go to Paddington markets but you want to check peak hours to avoid crowded times.

3. You want to check out your previously saved markets.

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Final prototype

Final prototype

After guerilla testing, I prototyped the final design in Sketch. The final prototype enhances the experience of the markets by providing the right information under one central hub, so both stall holders & market-goers are able to find and get information on the right market for them.


Not working? Try the demo here