Sunrise Interactive Website.

Overview

The objective of the website redesign is to improve the user experience when visiting Sunrise International Market’s website and attracts more customers. Due to Covid-19, the number of people who visit the Sunrise International Market greatly decreases. More and more markets now launched a policy of shopping online and deliver to home or purchasing online and pick up in-store. Sunrise International Market to improve its website to suit customers’ needs.

Related Info

‍Company Name| The Ruby Design
Client | Sunrise International Market
Duration | 5 months
‍Research Method | Contextual Inquiry, Heuristic Evaluation, User Interview, Persona, Usability Testing‍

Client

The first store of Sunrise International Market was established in 2006 at 1841 W. Henderson Road, Columbus, Ohio, 43220. It is a market that aims to treat every customer like a family and guarantees to give quality products and amazing customer service. Sunrise International Markets features various Asian products such as snacks, frozen food like dumplings, fruits, and vegetables.

Target Audience

The target audience of Sunrise International Market are people who live near SIM or want to buy Asian food and probably have cars since SIM does not provide delivery service. Sunrise international Market used to provided shuttle bus pick-up and drop-off services for customers, customers could make appointments for free. However, this service stopped because of the epidemic. Sunrise International Market does not do a lot of publicity work and has few followers on Facebook/Twitter/Instagram, so most customers know it through friends. The age group of the target audience is from 10 to 70, who are able to use the browser and visit the website.

Problem

There are no significant problems with Sunrise International Market but many small flaws, such as fonts and colors using, framework arrangement, etc.

• Unattractive images. It’s good to use images taken in store but the choice of images is important. Images on the website are not clear enough and are low-quality.

• Disorganized header. The space between each line is not uniform. Most of the content is squeezed on the left, and the right part is empty.

• Rough product information. All products are listed in the form of texts and no pictures are provided. Users need to imagine and even search to see which product it is.

• No shopping cart. Although users can not purchase goods online, it is necessary to provide a shopping cart where users can add goods to it.

• Incomplete Ads. The pictures under the ADS BLOG are not fully displayed. Users need to click it to see the entire picture. Besides, those ads haven’t been updated since March 2020.

• Unnecessary movement when scroll. On the footer of the website, there is a window for users to subscribe to the mailing list. Since it’s able to display all the information without scrolling, it is unnecessary to add a scroll function.

Possible Solutions

To improve and fix those problems, recommend solutions are listed below:

• Change images. Use high-quality and eye-catching pictures on both the home pages and other pages to attract users’ attention.

• Re-organize header and footer. Adjust the space between lines and centralizing the texts. Make a contrast between titles and contents by increase the title size and bold or change to a different font. Delete the movement when scrolling the subscription box. Change the background color if possible.

• Provide detailed product information. Instead of providing only the names of products, attach pictures and prices beside each product and re-organize the arrangement.

• Add a shopping cart. Although users can not purchase goods online, it is necessary to provide a shopping cart where users can add goods so users can bring their list to efficiently shop in stores.

• Improve Ads Blog. Fully display ads picture under Ads Blog. Enable users to search for a certain product. People are interested in coupons so Ads Blog is an important part of the website. Beautiful pictures can attract customers and easy operations can keep customers.

• Change survey format. Use a five-point rating scale feedback method instead of blanks. Clicking is easier than typing numbers, so users will have more tendency to give feedback.

Research Method

Survey

• Method

  To achieve ideas and suggestions from people, the first research method we consider is the survey. We will utilize "SurveyMonkey" to conduct our survey. Before taking the survey, we will ask participants to explore the website of Sunrise International Market by themselves. Our survey will be in the form of single choices, multiple choices, short answers, checkboxes, and Likert scales.

  We will first start asking questions about their first impression of this website. To avoid "leading questions", we will provide multiple choice questions instead of some descriptive words questions. Then, they will answer some general questions related to their experience in exploring this website, such as how likely would you use SIM to purchase goods later, would you recommend this website to your friends, etc. Since we plan to add a function of the shopping cart for the website, the participants will be asked what they think is the most important part of an online grocery website. At the end of the survey, we will ask participants to choose their favorite color theme.

• Rationale

  In order to get general ideas of a large sample size, conducting a survey is a good way with almost zero cost. The anonymity of surveys allows participants to feel more candid and honest with their responses. Besides, collecting data is much easier when conducting a survey than some other research methods.

• Participants

  Our participants will be customers or potential customers of Sunrise International Market with different age groups, races, gender, and social backgrounds. We plan to send links to our friends and families and on social media platforms such as Facebook and Instagram to increase the sample size.

Card Sorting

• Method

  To better understand and re-arrange the structure of the Sunrise International Market website, we will conduct card sorting. Different from surveys, participants will not be asked to explore the website first. Names of different categories and contents will be provided to participants in random order. Participants will be asked to order them in a way that they think is appropriate.

  Navigation is one of the aspects we focus on when conducting card sorting. Our goal is to reduce the difficulty when using the website so it's important to make easy navigation. We plan to provide 4 to 7 categories including home, products, about us, ads blog, etc.

• Rationale

  Card sorting is efficient when organizing existing content on an already existing site. It will provide a good foundation for the structure, which will greatly reduce our work when re-organizing the website. It focuses on users' thoughts, which will help us learn what users need and want.

• Participants

  Our participants will be 5 people that chosen from our friends and families. One of them will be a person who has basic background knowledge of design principles. One of them will be a person who is not good at learning new technology. The other three will be of different gender, races, and age group.

Interview

• Method

  Our interview will be conducted fully online by utilizing social communication applications such as snapchat or messenger. During the interview, we will ask participants to explore the website and provide us with detailed ideas and suggestions. Our interview questions will include ideas about adding a shopping cart, what's your experience when you first using the website, or other basic questions related to the website.

  Since the website has been shut down for several weeks, some of our interviews will be changed to questions related to the current situation and ask feedback about how they feel when seeing the website shut down.

• Rationale

  Interviewing helps us obtain further and more detailed ideas from people. We can collect supplementary information from participants. It allows us to ask new questions based on what participants answer.

• Participants

  We will conduct our interview with 3 people. All of them will be chosen among our friends and families. One of those two will be a person who has already used Sunrise International Market before. The rest participants will be who had never heard about Sunrise International Market.