UnMa is the India's First University Mart for all the essential requirements of today's youths i.e GenZ (Generation Z). It aims to imbibe the spirit of GenZ into the E-commerce dynamics.
MY ROLE: User research, Process planning, Brainstorming the idea, Branding, Wireframing, Iterating the designs.
​
PROJECT TIMELINE: April 2021 to August 2021
​
THE PROBLEM
After learning more about the idea and understanding its motives and goals behind UnMa by talking to the founding members, I defined a problem statement around the idea.
" University students struggle to find sustainable brands that correspond with their interests and preferences within their own pocket budget "
Being a university student, I could definitely relate to the problem. This kept me quite interested to dive deeply into the problem and explore more about it.
PROCESS PLANNING
I started my process with some research. Although the research was not my role in the internship, but it never hurts to gain more knowledge, so, I proceeded with it.
Our end-users, i.e., the target audience was university and college students from age 18 till 24 years.
​
Research insights confirmed that there was a need of a sustainable brand which takes into account the tastes and choices of GenZ without having them to pay out of their budget. ​
EMPATHIZING WITH THE USERS
This much information was not enough for me to understand the pain points and expectations of the users. So, I conducted 5 user interviews with people who loved shopping and read some research papers.
​
Some great insights I got, which helped me move further were:
-
For GenZ users; product choice, availability, convenience, and value as top priorities when deciding where to make purchases.
-
GenZ users love a seamless shopping experience which empower them to engage with the brand on their terms devoid of any friction.
-
GenZ also likes to experiment with new brands and discover new shopping experiences.
​
​
I created a user persona to empathize with the target audience and their needs and frustrations.
​
Research was also done on the needs of a university student. Then we tried enlisting all the needs and requirements into the categories to be displayed on the website. For this, card sorting was performed using maze.co and the overall information architecture of the application was defined.
​
Ideation process was continued where a lot of brainstorming was done on getting more and more ideas. Since "no idea is a bad idea"; so every idea was evaluated on the basis of its pros and cons and user feedback. The idea of introducing a blog page was also decided to be implemented, offering the latest information about the fashion trends and mental wellness for GenZ.
LO-FI WIREFRAMING
After the process of ideation, I started with low-fidelity wireframes. Many rounds of iterations were made and were finally proceeded to move further.
.png)
Testing of wireframes were also done, and we came to know that GenZ preferred dark mode over light mode. So, all the wireframes were changed to its dark mode. This made us finally decide that the default application will be in the dark mode to give it a more GenZ look and feel.
BRANDING
Before proceeding to the hi-fi wireframes, branding of the application was established where font styles and colors were finalized which would represent the brand UnMa. A style guide was prepared for it and was to be followed on all socials to keep the brand identity consistent, recognizable, and ownable.
HI-FI WIREFRAMES
Thank you for your interest in my work. Let's connect!