Coût de Pouce

An online marketplace that allows customers to buy products in certified stores in need. How to create a meaningful product? A case study.

November 2020 - January 2021
This is a case study for "Coût de Pouce", a Design Project which focused on the different methodologies of UX Research. This was made for a school project (HETIC).
The name "Coût de pouce" is my idea and a French play of word. 
This expression is initially written "Coup de pouce" and it means "boost" or "help". "Coût" means "cost" in this spelling.
My position on 
this project
UX Researcher
Art Director
They worked on 
this project
Louise Bonnaves, Nemo Fazakerley & Sacha Tourtoulou
The health crisis of Covid-19, a political, economic and social challenge

The health crisis has created many problems in our society such as the difficulty to access to culture and education, the emergence of physical and psychological consequences of being confined, the growing mistrust of citizens towards the French government and the increase in domestic violence.
As part of a school project, we have chosen to work on the difficulties for merchants to develop their business during the pandemic. The closure of local shops has created a feeling of injustice. This has been felt at the local level and new initiatives and organizations have emerged to continue to maintain structures in the face of the e-commerce giants.
A complicated situation for merchants
In France, during the health crisis, shops were classified into two categories. The first category includes essential businesses such as supermarkets selling food, which were allowed to stay open. The second category is the non-essential businesses, which correspond to the other businesses and which are not allowed to be open.
During the first lockdown in France, 86% of the merchants had to close their business. Thus, the e-commerce market share rapidly increased to nearly 10% of total sales of consumer goods and it can be noticed that the gap has grown considerably between the most weakened actors and those with sufficient financial resources to develop differently.
Merchants with very different profiles
Before we could help the merchants, we needed to understand them. We decided to study their opinions on the current situation, their dreams, their opinions on their client's new behaviors and their knowledge of local and governmental aids and initiatives.
We were interested in users with various profiles such as managers of non-essential businesses, employees of non-essential businesses, neighborhood customers who are uncomfortable with digital, online shoppers, IT staff members, and merchants engaged against government restrictions.
We met with them for interviews and to propose to the merchants to fill a daily logbook for 15 days. Then, we also created an online form to collect statistics.
"Sonde culturelle" - Cultural Probe made by Loana
Research analysis
Then, we analyzed the data collected through an Empathy Map, Job Stories writing, Insight writing and the use of the How Might We technique.
This allowed us to define a problem to be solved.

How could we harmonize and influence the purchase and consumption habits of customers to turn to the merchants whose bottom line is most impacted by COVID-19?

How to find an answer to our problem?
After finding our problem, we tried to
answer it.
After finding our problem, we tried to answer it as accurately as possible. To do this, we did several brainstorming sessions to find the right idea.

Coût de Pouce, a simple concept
Coût de Pouce concept was born as a result of our entire research phase. It can be summarized in 3 points:

   1. The creation of a label identifying merchants in        
        financial difficulty.

   2. The referencing of the merchants' labeled stores 
        on an online platform

   3. The linking of customers and merchants via a     
       community of volunteers for advice related to.        

A two-part platform
Our tool has been designed with two parts
On one side, there is a part for customers allowing them to make their purchases in the labeled stores. And on the other, there is the back office allowing merchants to fill their catalogs and manage their orders.​​​​​​​

Two detailed user journeys showing that each feature answers specific user needs, questions, thoughts, and actions.
Creating a reassuring visual identity
We then defined a visual identity for Coût de Pouce. 
The main goal for our graphic charter was to convey these five values: transparency, accessibility, pedagogy, efficiency and ethics.

A simple and intuitive User Interface that uses classic e-commerce codes
We have prototyped a part of our platform - the client part - in order to present our tool to potential future users.

Next steps : How to improve our product? The User tests
We then tested our platform with several users in order to get their opinions and improve our tool.

The process to run tests :
1. Recruiting testers
2. Planning the tests process (protocols, questions, registering the feedbacks...)
3. Sort Vertatim
4. Evaluate the experience with the Net Promoter Score, System Usability Scale and Attrak-Diff protocols

Which aspects of the product should we improve for the next steps?
Prioritize feedbacks to iterate a new sprint.

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