Overview: The St. Lawrence Market project reimagines the digital space, with the goal of attracting more customers to visit the market in person and enhancing the overall market experience.
Timeline: December 2023
Tools: Miro, Pitch
Role: UX Researcher, UX Strategist
UX Research
Background
Built in 1803, St. Lawrence Market is a major public market in Toronto, Ontario, Canada. It consists of 120+ specialty vendors, ranging from fruits to accessories.
Problem Definition
There are discrepancies between the current St. Lawrence Market digital (e.g., website) and physical space. Users struggle to find up-to-date information online, negatively affecting their experience at the market and their perception of it.
Research Goal
To identify the key information visitors need to plan their market visit and understand their routines when visiting the market, in order to design a digital space that encourages physical visits.
Research Methodologies
User Interview
Given the time constraint and assignment design, we’ve interviewed 1 person who is a frequent visitor of the St. Lawrence Market. The interview was conducted in person at Centennial College.
Competitive Analysis
We have conducted analysis on 2 public markets in Toronto, which are:
Kensington Market
Stackt Market
The competitive analysis has helped inform the key features of the final prototype, which are detailed in the Solution section.
Research Findings
Key elements for planning a market visit
Vendor details (e.g., location, hours)
Real-time foot traffic data
Map integration
Aesthetic and usability
Empathy Map
UX Design
Project Goals
We have identified the business goals and user goals, and aligned the two of them to get a full picture of what our project goals should be.
User Flow
Key Takeaways
Challenges
To develop a proto-persona based on limited research (due to assignment constraints, we were only able to interview one person) and by empathizing with the users
Select the appropriate features and assess their suitability to ensure the UX strategy aligns closely with the project goals and UX theme
Lesson Learned
Always present the user flow as a story. This approach captures the audience's attention, helps them envision themselves in the experience, and makes it easier to understand your strategy
Develop the UX theme before brainstorming about the features – it streamlines the UX design process
Thanks for reading!
Solution
Description
Drawing from our research, we recommend adopting and incorporating the UX theme “Indulge and Unwind” into the current St. Lawrence Market website.
Some key features include:
Storytelling aesthetic - Utilize the historic aesthetic in visual design to tell a compelling story of relaxation and unwinding, capturing the essence of the market's timeless appeal
Immersive visuals - Showcase vibrant images of St. Lawrence Market, conveying its diverse culinary offerings and vendors, with an elegant design that plays on the strength of its historic, old-world charm
Personalized recommendations - Implement user profiles for personalized vendor, event, and culinary suggestions based on taste preferences
Easy planning tools - Develop intuitive tools to streamline the planning process
Identify market peak hours
Navigate directions and locate essential nearby services
Set up reminders effortlessly
Generate digital shopping lists seamlessly
UX Strategy Presentation Slide Deck
Success Criteria
Maintain a monthly average of 80% 5-star satisfaction rate for the new website
Boost website traffic by 30% within the first 3 months of the new website launch
Raise foot traffic at St. Lawrence Market by 30% within the first 3 months of the new website launch
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