Grabo.bg is one of Bulgaria's most popular and best-selling websites, specialising in discounted holiday offers, products and services.
I’ve had a personal motivation to work on the modernizing of the UI of some features on this site due to having some bad experiences during shopping gifts for friends.
Deliverables (Project Scope) Improved browsing experience (for web desktop)
My suggested problems to solve:
MAIN: The interface is overly complex and unclear for members of Gen X (age 43-58) and older, while for Millenials (age 27-42) and members of Gen Z (ages 11-26), who are accustomed to clear, consistent, and up-to-date design in their digital experiences, it does not meet their expectations of an Ecommerce site.
SECONDARY: The website does not have a built-in English translation, and the built-in translation provided by Google Chrome does not produce accurate results. As a result, the constantly growing number of foreigners living in Bulgaria who could potentially use the website are facing difficulties accessing the site. This may be the reason why they are not using the website's services or may not even be aware of its existence.
The study identifies the problems with the current interface, based on conducted competitive and user research (survey and interviews), and presents a possible solution for the structure of a better-functioning interface.
50 participants - Who are they? How were they approached?