What if you have a chance to protect animals just buying products not tested on them in an easy and quick way?
🐇 Come and join EMPAT! 🐇
Searching for cruelty-free products is a very exhausting task in some countries like Argentina. Most of the time, people don’t know how to identify which brands are not tested on animals or they are not sure where it is possible to buy those kinds of products.
💗 Raise consciousness on the importance of consuming cruelty-free products.
💗 Help people to find and shop for cruelty-free brands.
💗 Show which shops sell products not tested on animals.
A mobile application that contains all the certified cruelty-free brands and their products sorted by categories. It shows points of sales for brands or particular products and their price range. Users can compare products and choose them according to their preferences. Also, they can learn a lot about the cruelty-free movement since the application has an exclusive section related to that. Consequently, it generates a deeper level of empathy with animals.
> Desktop Research
In April 2021, Humane Society International released Save Ralph, a short stop-motion film that tackled animal testing in the beauty industry. The Humane Society International is an organization that protects the rights of animals.
This material shows the cruel reality that many animals are exposed to because of lab testing.
This material shows the cruel reality that many animals are exposed to because of lab testing.
Since April this year, Argentina has occupied the 8th place within 68 countries in interest search trends related to the term cruelty-free on Google.
What does Argentina search?
There is an increase in the searches concerning specific brands. Argentinian customers want to know if the brands that they use daily are aligned with the cruelty-free movement.
Comparative graph which depicts the search trends regarding the keywords cruelty-free in different countries around the world. If you see “Breakout” instead of a percentage, it means that the search term grew by more than 5000%. This information has been collected on Google Trends since April 6th to September 1st, 2021.
The analysis of what is happening on social media is helpful to understand which are the fears and concerns of potential Empat users. Social media is a powerful way to discover the main motivations and frustrations that people have when they talk about animal testing.
Nowadays, there are a lot of Argentinian companies that empathize with the cruelty-free movement. They use digital channels to announce their commitment to the cause. Additionally, many influencers are involved in this situation and it is more and more common to find videos on YouTube with cruelty- free product reviews.
Comparation between four similar applications. Analysis of strengths and weakness.
> Iterative Process: Design Thinking
> MVP: Minimum Viable Product
It is a development technique in which a new digital product (this case a mobile application) is developed with sufficient features to satisfy early adopters. The final, complete set of features is only designed and developed after considering feedback from the product's initial users.
Other desirable functionalities
💎 Share and discover new products.
💗 Add products to favorites.
✉️ Suggest news brands.
⭐️ Rate products.
> User Personas
> Card Sorting
It is a method used to evaluate a category tree, that is, the structure of the information in an application. It provides a lot of details concerning the opinion of users about the labeling of the names that are going to be given to the hierarchical structure of the app. There are 3 types: open, closed or hybrid.
This method begins as a closed card sorting, but the advantage is that it allows participants to create categories that may be missing from the card deck.
Time: 2 min 35 sec.
*Items related to searching were grouped together in all cases. As a result, it would be appropriate to place them within the same category.
● Half of the participants associated “Ubicación” (Location) with “Marca” (Brand), and the rest with “Foto” (Photo). That means that “Location” can be found on both the Profile and the Search screens.
● Words related to user data and application functionalities such as “Cambiar Password” (Change Password) or “Cerrar Sesion” (Log Out) appear together many times.
● “Marca” (Brand) and “Sugerir Marca” (Suggest Brand) are grouped together 8 times. They should be in the same category.
> Information Architecture
> User Testing
📝 Tasks tested
I have conducted 6 usability-testing sessions via Google Meets and in person to measure efficiency and effectiveness.
Participants: Two men and 3 women between 27 and 40 years old.
● Do you know how to identify a cruelty-free product?
● Have you ever used a smartphone application that allows you to know which cruelty-free products exist in Argentina?
● How much time do you spend searching for these products?
● How was your last experience trying to buy products not tested on animals?
● What kind of products do you use frequently?
😊 What did work?
● Clear system icons. It was easy to understand.
● Home with a global searcher.
● There were not questions related to the search / add to favorites function.
● Simple navigation.
😥 What didn't work?
● The FAQ section was incomplete and it wasn’t very useful for users.
● Some people report problems to find the option of sharing a product.
● Pour information related to store locations on search results and favorites screens.
● Strange names for some filters.
> Heuristic Evaluation
I applied this kind of evaluation to complement the testing done with real users.
🔧 Adjustments: Registration Section
● Some users don't feel comfortable providing their address during the registration process because they say that they don't know what will be happen with that data. The solution is to remove the input for user address on Registration. It will bring more confidence and it makes the registration process easier.
Now, this instance only has four inputs: “Nombre” (Name), “E-mail” (E-Mail), “Contraseña” (Password) and “Repetir Contraseña” (Repeat Password).
🔧 Adjustments: Home Section
● When users login for the first time, the application doesn't know their location. In order to start, it's mandatory to write one address because it's necessary to calculate the distance between the user and the nearest store. If this field is empty and the user wants to execute the searching function, a dialog box will appear. This alert will show that they need to complete the input with a real location. On the other hand, if they wish, they can use their actual location. Users will be able to use the GPS of their smartphones.
🔧 Adjustments: Search Section
● Change position between brand and product category on the Search section. The second one should be first because it is more relevant for users.
● Show selected filters with chips on Home/Search screens so it's easy to remember which are the filters selected and delete them if it's required.
● Adjust UX Writing for some filters, placeholders and subtitles because some users find them confusing.
● When the user searches and there are no results, the app shows them the possibility of suggesting brands. Move this feature to that screen. If users search for a brand or product, they can complete a form or they can go back and search for another one
🔧 Adjustments: Search Results and Favorites Section
● Show location data when the user is reading the listing of Search Results or Favorites.
● Add the word votes/rating next to each product name to help users to compare products.
● Some users say that they would like to filter products by different criteria if their Favorites list is too long. Add a filter feature on the Favorites screen to facilitate that task.
If the favorites list is empty, it's necessary to include a button “Buscar Producto” (Search Product) because it facilitates the Userflow.
🔧 Adjustments: Product Details Section
● Sharing product feature is difficult to find for some users because it's located on Map screen. Move this function to the previous screen. The sharing product and visiting website functionalities should be as important as adding product to Favorites on Product Detail screen. Add two new chips on the Map screen. “Indicaciones” (Directions) and “Compartir” (Share). This second sharing option is used to share the location of the product similar to Google Maps.
🔧 Adjustments: FAQ Section
🔧 Adjustments: Profile Section
● The user's location isn't longer part of the registration process and it won't always be the same, that is because this information here needs to be deleted.
> Wireframes (Evolution)
Visual materials such as typographies, colors, photos, illustrations and UI styles that help me as inspiration during all my process.
I merged a magnifying glass icon + a bunny icon to create the isotype of Empat. The reason was because the rabbit is the most representative animal of the cruelty-free movement. My objective was to show one of the main features of the application: Searching products not tested on animals. I chose Quicksand typography for the word Empat. It had soft shapes that went along with the visual style of the isotype. Also, it transmitted a sense of closeness and that was, exactly, what I was looking with this project: Closeness with the heartless reality that many animals are living. The name of the application is a short version of the word: Empathy.
> UI Kit (Complete)
I learned the importance of conducting UX testings with real users. I had received a lot of valuable feedback that helped me to improve the main features of the app.
I discovered new plugins to make color combinations accessible for users with visual disabilities.
Also implementing atomic design allowed me to work faster and be able to deliver all designs in time and in an easier and tidier way for the IT team.
Dare to be part of this noble movement and more animals will know what it is a life free of pain!