Sayali Mandhalkar

"From Browsing to Buying: Why PUR Needed E-Commerce"

PUR’s website provided information, but users couldn’t buy filters directly. This led to frustration, extra steps, and lost sales opportunities.

USER PERSONA

Understanding Our Customers: The Persona Behind the Experience

Jordan, 32

health conscious mom
Safety for family
cost effective ways to remain healthy
wants to perfect her living space

scenario

wants to make sure family drinks clean water
finds out about PUR
Lands on the website
Looking to buy water purifier/ products

expectations

Jordan expects the PUR water purifier to deliver clean and safe drinking water, be easy to use and maintain, and provide long-term value for her family's health and budget.

Stages

Goals

Actions

Thoughts

Pain Points

Emotions

opportunities

stage 1

Become aware of the need for clean water solutions.

Researches about the importance of clean water for family health.

Reads articles or watches videos about water contamination issues.

"I need to ensure my family drinks clean water for their health."

Concerns about the potential health risks of contaminated water.

Anxious

Targeted ads or content highlighting the importance of clean water solutions.

stage 2

Discover a suitable water purification solution.

Searches for water purification brands online.

Reads reviews and comparisons of different water purifiers.

"Which water purification brand offers the best solution for my family's needs?"

Overwhelmed by the variety of options available in the market.

Determined

Clear and informative product descriptions and reviews on the PUR website.

stage 3

Evaluate the features and benefits of PUR water purifiers.

Visits the PUR website to learn more about their products.

Compares different models and their specifications.

"How does PUR's water purification technology compare to other brands?"

Difficulty understanding technical jargon or complex features.

Frustrated

Clear and concise product descriptions, with emphasis on safety features and ease of use.

stage 4

Make a confident purchase decision.

Adds the preferred PUR water purifier to the cart.

Checks for any available discounts or promotions.

This PUR water purifier seems like the perfect fit for my family."

Concerns about the affordability and long-term value of the product.

Relief

Offer transparent pricing and discounts for first-time buyers.

stage 5

Ensure a smooth and satisfactory post-purchase experience.

Tracks the delivery status of the PUR water purifier.

Sets up and starts using the purifier as soon as it arrives.

"I hope the PUR water purifier performs as expected and delivers clean water for my family."

Installation or setup difficulties, or concerns about product performance.

Happy

Provide clear instructions for product setup and offer customer support for any post-purchase inquiries or issues

STYLE GUIDE

Building a Visual Identity for a Seamless Experience

Color palette

E4785C

CBE3F0

E6E6E6

6074B0

003087

333333

2B8CB6

2A3B70

022D8C

Typography

Header 1

Metropolis Regular - 42 px

Header 2

Metropolis Regular - 36 px

Header 3

Metropolis Regular - 28 px

Header 4

Metropolis Regular - 24 px

Body text - 14 px

This is the body text "Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed non risus. Suspendisse lectus tortor, dignissim sit amet, adipiscing nec, ultricies sed, dolor. Cras elementum ultrices diam. Maecenas ligula massa, varius a, semper congue, euismod non, mi.

Buttons

Primary

Add to Cart

Secondary

Continue shopping

Project Overview

The goal of this project was to transform PUR’s online presence by introducing innovative features that would engage users in new ways. While the project involved building an e-commerce platform to improve product accessibility, the primary focus was on pushing the boundaries of PUR’s digital experience. By leveraging modern technology and data-driven insights, we aimed to offer users more than just a purchasing journey—something that would truly elevate their interaction with PUR online.

Role - UX Designer, UX Researcher.

Timeline- January 2024 - May 2024

Deliverables- Concept,Ideation, Wireframes, UI Design , Prototype , Usability testing

See Full Brand Research report

PROTOTYPE

The Final Mobile Prototype: A Smooth Shopping Experience

See full prototype for Desktop

PROJECT GOALS

Enhancing Support with Live Chat Integration

Improve user experience by streamlining = product selection, installation assistance, and support processes

Increase customer engagement and satisfaction through personalized assistance and seamless integration.

Saas Platform - Livechat

Live chat Features -

Greetings

Use of prompts

Transferring to Human Agent

Default Fallback

Reviews

See full prototype for Mobile

SOLUTION STATEMENT/XYZ STATEMENT

Eliminating Confusion: Making Water Filter Shopping Simple

Benefits For Users:

Users gain access to valuable information, enabling them to make informed decisions.

By sharing their views and experiences, users foster a sense of community, promoting transparency and trust among fellow users.

Benefits For the Brand:

The interactive map demonstrates a commitment to providing solutions beyond just selling products, setting the brand apart from competitors.

the brand builds a positive reputation as a trusted authority in water filtration

The interactive map encourages active participation from users, leading to increased engagement and loyalty to the brand.

IDEATION

Knowing the User, Setting Priorities, and Delivering Value

PERSONA

MosCOW Diagram

MUST HAVE

SHOULD HAVE

COULD HAVE

WON’T HAVE

Filter Recommendations

Interactive map

Reviews & Feedback

Data on quality of water

Contact/Support

Search Field

Hamburger Menu

About Us

How It Works

Blog/Articles

Community Forum

Social Media Integration

FAQ/Help Center

Events/Workshops

User Privacy

Premium Subscription Options

Third-Party Integrations

Testimonials

Advanced Search Filters

Virtual Reality Experience

Interactive Tutorials

Live Chat Support

Video Content

News/Updates

Newsletter Signup

Mobile Responsiveness

VALUE PROPOSITION CANVAS

Ensure access to clean drinking water.

Make informed decisions about filtration options.

Understand the quality of water in their area.

Find the ideal water filtration solution for their specific needs.

Uncertainty about water quality.

Confusion in selecting the right filter due to a plethora of options.

Distrust in product reviews and lack of transparent feedback platforms.

Difficulty in accessing reliable information about water quality issues.

Stress and frustration in decision-making process

Access to water quality data for informed decision-making.

Enhanced confidence in filter selection with personalized recommendations.

Trust and transparency through community engagement.

Improved understanding of water quality issues

Satisfaction in addressing concerns and finding effective filtration solutions.

Alleviating customer uncertainty regarding water quality with real-time data.

Addressing confusion in filter selection through personalized recommendations.

Mitigating distrust in product reviews with transparent feedback platforms.

Providing reliable customer support to alleviate decision-making stress.

Enhancing brand reputation through innovative solutions and community engagement.

Increasing customer satisfaction by providing personalized recommendations.

Improving brand loyalty through transparent review platforms and educational resources.

Establishing the brand as a reliable source for water filtration needs.

Providing an map for water quality data and filter recommendations.

Review platform for customer engagement.

Delivering customer support for filtration system selection.

Enhance customer understanding of water quality.

Value Proposition

Customer segment

WIREFRAMES

Laying the Foundation: Wireframing the Experience"

Introducing Interactive Water Quality map

By PUR for

PURfect Solutions

STEP 1

Lets start by adding our Zipcode on homepage to get personalized recommendation

STEP 2

Map of your neighbourhood will appear with water quality data and personalized suggestion for water purifier.

The red dots are the number of reviews in your area. If you click on it, you can see zoomed mao and review (shown in next mockups)

STEP 3

You can also filter out what type of filter you

Example - Faucet filter

Now, the recommendation will only be for Faucet filter.

You can click on How it works and know the steps to use this map

STEP 4

Very simple, concise steps on how to use this map will appear.

STEP 5

You can expand the map and see whole list of reviews in your area if you want to.
Or you can just hover over the red dots
FROM the Product cards, you can go to product description page and the checkout process