St. Lawrence Market
St. Lawrence Market
Context
Our team is tasked to reimagine the online presence St. Lawrence Market with the focus of the website. St. Lawrence Market is a public market in downtown Toronto, it is considered one of the best food markets in the world, attracting both Toronto locals and visitors.
Our team is tasked to reimagine the online presence St. Lawrence Market with the focus of the website. St. Lawrence Market is a public market in downtown Toronto, it is considered one of the best food markets in the world, attracting both Toronto locals and visitors.
Role
Role
Role
UX Researcher
Team
Team
Team
Interactive Strategists
Timeline
Timeline
Timeline
4 weeks
Tools
Tools
Tools
Miro, Canva
Problem
According to the current website of the St. Lawrence Market, the lack of interactive elements from the website is causing customer dissatisfaction.
According to the current website of the St. Lawrence Market, the lack of interactive elements from the website is causing customer dissatisfaction.
How might we enhance the digital presence of St. Lawrence Market to improve customer experiences and help them seamlessly navigate between physical and digital doorways?
How might we enhance the digital presence of St. Lawrence Market to improve customer experiences and help them seamlessly navigate between physical and digital doorways?
Research
Based on research, we create a persona Anna Fischer. Our team has created a scenario of what we want Anna to experience on her journey with St. Lawrence Market.
Based on research, we create a persona Anna Fischer. Our team has created a scenario of what we want Anna to experience on her journey with St. Lawrence Market.
User Persona
UX Theme
“Mindful Vibes, Sustainable Tides:
Crafting Local Experiences, Budget-Wise.”
“Mindful Vibes, Sustainable Tides:
Crafting Local Experiences, Budget-Wise.”
“Mindful Vibes, Sustainable Tides:
Crafting Local Experiences, Budget-Wise.”
We want to create a digital space that Anna can immerse into St. Lawrence Market and explore her journey with the locals. While she can learn more about different vendors at the market, she can do it within her limited time and budget.
We want to create a digital space that Anna can immerse into St. Lawrence Market and explore her journey with the locals. While she can learn more about different vendors at the market, she can do it within her limited time and budget.
Scenario
Anna loves to spend her Saturdays shopping for groceries for her family. She is new to the town and has been to a few markets in her neighborhood but she did not have a good experience with any of them.
She aspires to find a market where she can go in, take her time, be mindful and leisurely check out the products available. She likes to buy organic and sustainable produce and especially if it is from local vendors.
Anna considers her grocery shopping as a sacred experience and is still trying to find the best market in Toronto that fits her needs and preferences.
Anna loves to spend her Saturdays shopping for groceries for her family. She is new to the town and has been to a few markets in her neighborhood but she did not have a good experience with any of them.
She aspires to find a market where she can go in, take her time, be mindful and leisurely check out the products available. She likes to buy organic and sustainable produce and especially if it is from local vendors.
Anna considers her grocery shopping as a sacred experience and is still trying to find the best market in Toronto that fits her needs and preferences.
Proposed
Solution
With the given scenario, we can see how Anna interacts with the reimagine website. Our goal will be achieved when Anna feels that she has found the best market that gives her a mindful experience and has enough local vendors who supply budget-friendly organic produce.
With the given scenario, we can see how Anna interacts with the reimagine website. Our goal will be achieved when Anna feels that she has found the best market that gives her a mindful experience and has enough local vendors who supply budget-friendly organic produce.
Anna
Anna
St. Lawrence Market (showing how the system response)
St. Lawrence Market (showing how the system response)
Anna found St. Lawrence Market via a blogTO post on the ‘5 Best Markets in Toronto’ and she landed on their homepage.
Anna clicks the link and it takes her to the homepage of St. Lawrence Market
Loads homepage and show on Anna's device
She clicks on ‘Vendors’ in the navigation bar to see all the vendors available at the market.
Anna clicks on ‘Vendors’ in the navigation bar.
Displays the list of all the vendors available at the market.
She sees a wide variety of vendors at the market but she wants to narrow it down to find the best one for cheese. She clicks on the filter for ‘Type’ and selects ‘Dairy’.
Anna sees a wide variety of vendors at the market but she wants to narrow it down to find the best one for cheese. She clicks on the filter for ‘Type’ and selects ‘Dairy’.
Displays the list of all the vendors available at the market.
Since she also likes visiting markets on Saturdays, after a busy week, she selects the second filter of ‘Availability’ and selects her day as ‘Saturday’.
Anna selects the second filter of ‘Availability’ and selects her day as ‘Saturday’.
Narrows down the list of dairy-selling vendors to the ones that will be available in the market on Saturday.
She scrolls through the Dairy Vendors and selects the first option.
Anna scrolls through the Dairy Vendors and selects the best option.
Displays a page with store description, testimonials and the products that they have with their descriptions and price.
She reads through their store description, testimonials and the products that they have with their descriptions and price. She favorites them in order to remember to visit them next Saturday.
Anna clicks on the “Heart” icon on the store profile.
adds it to the favorite items list.
She wants to check the list of her favourite items.
At the secondary navigation, Anna finds a heart icon with a badge. She clicks on it.
Display her favourite list and an interactive map with favourite items.
On Saturday, Anna arrives at the South entrance of the St. Lawrence Market.
Anna arrives at the South entrance of the St. Lawrence Market on Saturday.
System prompts her, asking whether she is near the market and would like to check out the store she added to her favorites list. It also displays the interactive map of the market to guide the user towards the store.
Anna wants to explore St. Lawrence Market according to what she found on the website.
Anna confirmed her location and opens the interactive map.
Systems guide her through suggested route until she reaches to all the favourite items (vendors).
"I am happy that I find the vendor and buy the cheese."
Reflection
Importance of Information Architecture
Importance of Information Architecture
I can't remember how many times I've made comment on a webpage being "text-heavy". I thought it meant there is unimportant text displayed — that is totally wrong. In most cases, include this website of St. Lawrence Market, a lot of information is actually crucial and meaningful to users. All we need is to reimagine and restructure the website, then users can easily consume and understand these information.
© 2024 | Weng Man U
© 2024 | Weng Man U