2022
In 2022, most of us can't live without consumer electronics, whether phones, computers, blenders, you name it. With so many choices, choosing which product best fits our needs is challenging.
Knock out aims to centralizes consumer electronics information by providing detail-oriented comparisons. Users can easily switch between brands and compare specific details without using multi-tabs.
10 Weeks
Academic, Individual
Android
Figma, Invision, Otter
I noticed when buying consumer electronics, there is an enormous gap between wanting to buy a product and actually purchasing the product. The process is definitely not linear and could take up to about 1 month. During the decision period, personal indecision and multitasking creates an endless loop of research and fatigue. Users are only motivated to purchase when sale triggers.
So why does it take so long?
This creates an endless loop of research and fatigue until the sale sign appears.
Being unable to reset fatigue causes
Top sales
As for consumer behavior, 80% start browsing on mobile first before heading to the desktop, and 50% of consumers shop more mobile than in-store.
The four themes from my interviews include information research, product reviews, point of purchase, and product lifespan. My interviewees could not decipher basic specs and stats without reviews to back up product descriptions. Thus, I decided to focus on the first two categories, information overload, and authentic reviews which come hand in hand at the beginning of the journey.
I wanted to highlight the important text with different shapes or colors, and trying to figure out the right categorization for my filter group
Select products to compare with.
Compare different brands.
Filter to find specific information.
Compare prices.
All testers wish to have equal 50/50 information to compare. Without the same screen space and data, one brand will suffer more, leading to an unjustified comparison.
Natural scrolling direction is the ultimate way to go. 5/5 users preferred to have the same vertical scrolling direction while comparing brands. Breaking the natural scrolling direction was new and fresh when first discovered.
Instead of squeezing all the brands’ information into one tiny box, I created whole page dedicated to brand 2.
Instead of allowing users to browse through information, I limit the modal to only one review for clarity.
All testers wish to have equal 50/50 information to compare. Without the same screen space and data, one brand will suffer more, leading to an unjustified comparison.
Natural scrolling direction is the ultimate way to go. 5/5 users preferred to have the same vertical scrolling direction while comparing brands. Breaking the natural scrolling direction was new and fresh when first discovered.
Instead of only introducing a new feature, I opted to remind the several times with a modal regarding the compare feature.
Instead of making the user remember the new feature (long hold), I used the heuristic recognition rather than recall to allow the user to easily make the connection.
Task: Compare the Ninja and Philips Air Fryer.
When we need information, where do we go? Reddit. Here is the source of honest answers from anonymous users. These knowledge warriors would be the perfect aids for Knock Out. I see them building a community, helping consumers worldwide find affordable options for duplicates of products, creating tailored solutions for specific consumers, and sharing the work across the internet. I see you, and I bow to you.
Don’t be afraid to fail
The more, the better. Things won't always pan out as you suspect, but that's okay because that's where the opportunity for improvement arises.
Embrace the human mind
The mind works in curious ways, and users will always find a way to use your app not as intended, which is not always a bad thing because the user's thoughts might inspire the designer's next move.
Congrats for making it to the end!✨️
Connect with me at csquaredy@gmail.com