The Goal

In the wake of the post-COVID economic uncertainty, small local businesses are grappling with the challenge of competing against corporate giants like Amazon. Unlike e-commerce behemoths, local stores rely heavily on personalized customer service and competitive pricing. They often prioritize face-to-face interactions with customers and take pride in their role as pillars of the local community. These stores differentiate themselves by offering a meticulously curated inventory, prioritizing quality over quantity in contrast to the vast offerings of online retailers. This presents a unique challenge to enhance the online presence and user experience of small local businesses, ensuring they remain competitive in an increasingly digital landscape while showcasing Hawaii’s culture, nature’s beauty, and tight-knit community.

The Approach

I conducted usability testing and user interviews to gather insights into user preferences and needs. Through interviews with 6 users, I identified common desires such as local specialty treats, ingredient transparency, and a preference for online shopping due to busy schedules. Analyzing this data, I crafted a persona to empathize with users and understand their motivations.

Focusing on The Goal

My primary objective was to transcend the typical feature competition among the client's competitors. Instead, I aimed to capture the essence of Hawaii's culture, its breathtaking natural surroundings, and its close-knit community. By instilling a sense of connection to Hawaii's local buzz, I ensured the platform addressed users' desires for ingredient transparency and an intuitive shopping experience. This approach presented an exciting opportunity to create a truly meaningful platform.