St Lawrence Market
Project Type
Academic
Role
UX Research, Market Analysis, Content Strategy, Project Management
Tools
Miro, Microsoft Excel
Deliverables
Persona Development, Market Analysis, Competitive Analysis, In Person Demographic User Testing, UX Strategy, Strategy Presentation.
Project Overview
The St. Lawrence Market is one of Toronto’s largest and most popular markets. It offers a diverse range of products. However, our analysis has identified inconsistencies in their digital properties. This prompts the development of a strategy to enhance both the digital and real-world experience.
Mission
Increase engagement by implementing an interconnected digital and real world experience.
Objectives and Goals
Enhance the heuristics & overall resourcefulness of the website.
Create an interactive digital strategy that elevates the real world experience.
Target Demographic Persona
Website Heuristic Review
A heuristic review was executed on the St Lawrence Market website. http://www.stlawrencemarket.com
Broken Links
“Arts in the Market” program link doesn’t link to resources.
Design
Menu font sizes and colors not very readable.
Vendor Visibility
Website lacks interconnectivity between the vendor and the map.
Lack of Structure
Real world experience is unguided. The market can be very crowded and overwhelming.
Competitor Analysis
Stackt Market
North America’s largest shipping container market. Designed entirely out of shipping containers, the market is an ever-evolving cultural marketplace.
Standout Features
Arts
Has an inspire section that highlights artists that have created art pieces featured in the market.
Events
Ongoing and upcoming events can be filtered according to the date the users want to see
FAQ
FAQ section targeting before and after arrival to the market is displayed properly on the website.
Kensington Market
This historic market area features a mix of independent vendors and specialty grocery stores. It also includes vintage boutiques and street art. These elements make it a popular destination for both locals and tourists.
Standout Features
Events
Festivals and events with short description categorized according to the seasons.
Content
Good navigation structure with categorized topics.
Community
Encourages diversity and ignites a sense of community throughout the website.
Feautures & Functionalities
Based on research findings, design requirements to solve user needs.
Seamless access to information.
Enhanced real world navigation.
Online shopping integration.
Strategic Digital Optimization Recommendation
Interactive Map of Market
The mobile-optimized GPS map of the market includes a “You Are Here” function. This feature enables visitors to easily navigate within the St. Lawrence Market.
The frequently updated calendar gives users real-time updates on market events. It also allows adding desired events to their personal calendars for future reference.
Vendor Directory
The vendor directory is searchable with filters. It provides detailed vendor profiles with photos and descriptions. The directory includes current offerings, allowing users to easily find their preferred vendors at the St. Lawrence Market.
Traffic Tracker
A real-time crowd tracker provides live updates on market busyness. It helps visitors plan their trips and offers insights on less crowded time periods.
Ecommerce
An online shopping feature can showcase select products from vendors and offers options for convenient pickup or local delivery.
This feature would allow users to create and save personalized shopping lists for a streamlined in person shopping experience.
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