St. Lawrence Market: Digital Transformation
Duration
2 weeks
Project Type
Digital Transformation
Contribution
UX/UI Researcher, UX Strategist
Tools Used
Figma, Canva, Miro
Overview
St. Lawrence Market’s website required a redesign to enhance user experience and provide visitors with better planning tools for their market visits. The previous site was cluttered, with poor navigation, broken pages, and a lack of interactivity, making it difficult for users to find relevant information. We introduced features like interactive maps, personalized vendor recommendations, and themed guides to help users navigate the market more efficiently. The redesign also aimed to foster community engagement by promoting events and activities.
Challenges
The original website was hard to navigate, with a cluttered layout, broken links, and irrelevant visuals. Users found it difficult to locate important information, such as vendor listings and market hours, leading to a frustrating user experience.
Visitors struggled to plan their trips to the market due to the lack of any itinerary or guidance tools on the website. Many users expressed frustration at being unable to easily locate vendors, discover new shops, or find information about events and workshops.
Solution
We developed a digital itinerary tool that allowed users to plan their visits to St. Lawrence Market more effectively. This tool provided personalized vendor recommendations, themed guides (e.g., fresh produce, artisanal goods), and interactive maps to guide users through the market based on their interests.
The new website design offered a cleaner layout, with intuitive navigation and visually appealing elements that helped users quickly find information. We reduced clutter and organized vendor categories more logically, making the website easier to navigate.
Research
The original St. Lawrence Market website lacked a user-friendly design and effective planning tools, which hindered visitors from exploring the market efficiently. Our goal was to redesign the website to provide a better user experience and help visitors plan their trips with ease.
User Insights
Through interviews and surveys, we learned that visitors often felt overwhelmed when visiting the market due to the large number of vendors and crowds. 65% of users expressed frustration with the website’s navigation and wanted a tool to plan their visits in advance, especially since many had limited time to spend at the market.
Competitive Analysis
We analyzed the websites of other popular GTA markets like Kensington Market and Stackt Market. While these competitors provided basic vendor lists and event calendars, none of them offered a personalized trip planner. This analysis reinforced the need for St. Lawrence Market to offer a unique, user-centered digital experience.
Persona
A 38-year-old tech-savvy business owner and mother of two, Jennifer manages a busy schedule of work and family responsibilities. She typically visits markets on weekends and values planning her trips in advance to make the most of her limited time. Jennifer prefers a streamlined, easy-to-navigate website that allows her to discover local vendors and activities without feeling overwhelmed by crowds.
Implementation
Ideation
Our brainstorming sessions focused on making the St. Lawrence Market website more visitor-friendly. We sketched out ideas for an interactive itinerary tool that would allow users like Jennifer to select vendors, add events to their schedule, and receive recommendations based on their preferences.
Wireframes/Prototypes
We developed low-fidelity wireframes to map out the user journey, focusing on improved navigation and the inclusion of an interactive market map. Initial testing revealed that users wanted an easy-to-follow layout and quick access to vendor information, so we adjusted the wireframes accordingly.
Design
The final design featured an intuitive homepage with a clear call-to-action for visitors to plan their trip. Users could explore themed guides (e.g., local produce, artisanal crafts) and create their own market itinerary, which could be accessed on mobile during their visit. The design also included integrated social media content to highlight community events and encourage user participation.
Testing
We conducted multiple rounds of usability testing with frequent market visitors. Initial feedback indicated that users struggled with navigating the original site, so we focused on simplifying the new navigation and making the itinerary tool more intuitive. 85% of testers reported a significantly improved experience, with the itinerary tool being their favorite new feature.
Key Takeaways
Learnings:
- The most important takeaway was understanding the need for simplicity in navigation. By prioritizing user needs and making the market easier to explore, we significantly improved engagement and satisfaction. The itinerary planner was a key feature that resonated with users, as it made their visits more efficient and enjoyable.
Challenges & Solutions:
- Challenge: The website’s layout was overly cluttered, which hindered users from finding the information they needed.
- Solution: We reorganized the content into distinct sections for vendors, events, and maps, making it easier for users to navigate.
- Challenge: Users found the lack of social media integration limiting.
- Solution: We strategically integrated social media content to promote market events and encourage community engagement, without overwhelming the main site layout.
Live Prototype
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