HI BOUTIQUE
Hi Boutique is a curated marketplace offering high-quality cannabis accessories from top brands. They aim to create a unique shopping experience, helping customers discover standout products.
Originally a tech platform connecting brands with consumers, they now use innovative methods to streamline the buying process, providing an easy and enjoyable journey from discovery to purchase.
Services:
User Interface
User Experience
User Research
App Sitemap
Mobile App
Animated Prototype
Role:
Creative Designer
Duration:
10 weeks
STRUCTURE
THE
BRIEF
Problem:
Help Hi Boutique to tell their story and build a better product by facilitating connections between brands and final consumers.
Expectation:
Demonstrate the key functionalities and user experience of their mobile app. The same will be presented to potential investors for a clear understanding of what the product will look like and its potential.
Success:
Develop an interactive prototype showcasing key user flows on the mobile app.
FIGURES IN BRAZIL
45 M
people say they have already used cannabis in a 2023 survey
36%
support the decriminalisation of cannabis in Brazil
R$1 BI
estimated size of head shop and tobacconist market in 2022
R$26 BI
the market yield forecast for the first 4 years after the decriminalization
MARKET RESEARCH
Initial research to understand customer’s needs and market opportunities:
Online:
Indirect:
Amazon
Mercado Livre
Direct:
Nowdays
The Flower Pot
Phisical:
Indirect:
Offlicenses
Newsstands
Direct:
Tobacco Shops
Headshops
Competitor Analysis:
As direct competitors lacked mobile apps, I analysed the features of competitor websites. This provided insights into the market and identified opportunities for Hi Boutique to stand out.
TARGET AUDIENCE
MEN &
WOMEN
18-60
Y.O
BRAZIL
BASED
USER
RESEARCH
To understand what customers are looking for, I started with an online survey and then, I dug deeper, moving to semi-structured interviews.
Online survey:
A total of 38 survey respondents also provided insights into valued features of existing players and what they would want in a new product. Among the 13 questions, I identified 7 that clearly revealed a promising market for a mobile app dedicated to niche accessories.
The online community is also seen as important, with resources that offer information, entertainment and connection between users.
What are the biggest advantages of buying accessories in physical stores?
Where do you usually buy accessories?
What are the biggest disadvantages of buying accessories in physical stores?
What are the biggest disadvantages of buying accessories online?
What are the biggest advantages of buying accessories online?
Imagine a mobile app dedicated exclusively to high-quality, well-designed smoking accessories. Would you be interested in purchasing on this platform?
Is there a specific feature, type of content, or activity you would like to see in a mobile app dedicated to cannabis culture?
Interviews:
7 participants detailed their frustrations with available outlets (physical and online) and desired features in a potential app in greater detail. See the interviews findings below:
-
Poor safety and unreliable payment system.
-
Concerned with packaging exposure.
-
Poor customer support.
-
Difficulty finding return and refund policies.
Security & Trust:
-
Low-quality photos.
-
Poor product descriptions.
-
Poor user reviews and ratings.
-
Disorganised product catalogs.
Product Information & Discovery:
-
Poor intuitive design.
-
Spend long time looking for specific products.
-
Deliveries are usually slow.
-
Lack of loyalty programs.
User Experience:
-
Low incentive to download and use the app.
-
Unknown origin of products and brands.
-
Difficulty finding content about cannabis culture and a safe spaces to exchange information and experiences.
Engagement & Community:
MEET
PERSONAS
MEET
PERSONAS
José Hernádez
45 y.o.
Marketing Manager
São Paulo, Brazil
Behaviours:
-
Smokes daily for relaxation and stress relief.
-
Regularly researches and purchases high-quality, functional smoking accessories - Values aesthetics.
-
Reads reviews and compares products before buying.
Motivations:
-
Seeks to elevate his “sesh” experiences with well designed, functional accessories.
-
Wants to connect with a community of like-minded enthusiasts.
Frustrations:
-
Difficulty finding high-quality smoking accessories in Brazil.
-
Difficulty filtering through reviews to find reliable information.
-
Lack of a platform for discussing cannabis culture and experiences.
“I recognise the importance of origin and the history behind products and brands.”
Diana Nakamura
26 y.o.
Promoter
& DJ
São Paulo, Brazil
Behaviours:
-
Smokes several times a week, often with friends.
-
Relies on word-of-mouth recommendations
and online deals. -
Prefers budget-friendly options with decent functionality
Motivations:
-
Values inspiration and recommendations from experienced cannabis users.
-
Seeks a secure and trustworthy platform with a loyalty program and rewards.
Frustrations:
-
High cost of many high-end smoking accessories.
-
Lack of social features for community building.
-
Concerns about the efficiency of delivery
“It’s difficult to find specific products without scrolling a lot or using the search bar.”
Bruno Camargo
34 y.o.
Lawyer
Rio de Janeiro, Brazil
Behaviours:
-
Smokes occasionally, mostly in social settings.
-
Doesn’t mind using basic accessories but appreciates unique designs or limited edition pieces.
-
Enjoys browsing for unique gifts for friends who smoke.
Motivations:
-
Seeks product curation and recommendations.
-
Values fast and efficient delivery.
Frustrations:
-
Lack of detailed product descriptions and high-quality photos.
-
Difficulty finding reliable information and reviews.
-
Concerned about the security of payment on websites and packaging exposure.
“If I find a really attractive product, I might buy it
for myself or as a gift for a friend.”
USER
STORIES
As an enthusiast buyer,
I want to connect with
a community
of like minded
individuals and discover products and
brands with interesting histories, so that
I can feel part
of a community.
José Hernádez
Diana Nakamura
As a cautious buyer,
I want to discover accessories through recommendations from other users, so that I can easily find reliable products.
As a detail-oriented buyer, I want to discover products with clear descriptions and high-quality photos, so that I can make informed purchasing decisions.
Bruno Camargo
IDEATION
Security & Trust:
-
Implement a safe and reliable payment system with known options.
-
Display clear, easy-to-understand return and refund policies.
-
Ensure discreet, secure packaging for deliveries to protect customer privacy and provide peace of mind.
-
Establish partnerships with reputable brands.
-
Offer customer support via chat, email, or phone.
Product Information & Discovery:
-
Include high-quality and diverse types of photos showcasing products.
-
Provide detailed product descriptions with specifications such as materials, dimensions, and usage instructions for full transparency.
-
Enable user reviews and ratings to build trust and offer additional insight into product quality.
-
Design a well-organized product catalog withfilters and categories.
User Experience:
-
Create a subscription model for recurring products, plus personalised recommendations based on user preferences.
-
Design an intuitive search bar with filters for product type, brand, price, material, and functionality.
-
Offer fast delivery with clear timelines and tracking.
-
Implement a loyalty program with redeemable points and exclusive app discounts and promotions.
Engagement & Community:
-
Launch a content channel on cannabis culture (history, legislation, medicine, and lifestyle), and a moderated forum for user interaction.
-
Introduce a referral program, curated playlists, and events (both online and in-person) for community engagement.
-
Highlight brand histories, focusing on ethical sourcing, sustainability, and social impact.
USER
JOURNEYS
The following actions are what each user would like to achieve when engaging with the product:
I would like to see clear
delivery timelines and
tracking information.
Bruno Camargo
I would like to see easily
accessible return and
refund policies.
Diana Nakamura
I would like to read user’s
reviews and ratings when I
am looking for a new item.
José Hernádez
I would like to see clear
descriptions and high-quality
photos when buying an item.
Bruno Camargo
I would like to find products
based on my purchase behavior
and preferences.
Diana Nakamura
I would like to connect with
a community of
like-minded individuals.
José Hernádez
USER
FLOWS
“I would like to find products based on my purchase behavior and preferences.”
“I would like to see clear delivery timelines and tracking information.”
I would like to connect with a community of like-minded individuals.
APP
SITEMAP
Public
Member Only
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For You
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Previous searches
Search Listing
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Categories
Member Only
Category 1
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Picked For You
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Payment Info
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Product Lists
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Sort/ Filter
Product Cards
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Product Page
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Main Product
Delivery Information
Product Details
Brand
Reviews
Recommended Products
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Items in cart
Costs
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Delivery Address
Delivery Options
Payments
Costs
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Order Confirmation
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Track Delivery
Order Details
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Orders
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Search + Filter
All
In Progress
Delivered
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Community
Stories
TV, Films & Books
Playlists
Podcasts
Events
Club Hi
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Loved
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Cart
Your Saved items
Sharing
Similar Items
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Account
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Orders
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Customer Details
Payment Methods
Privacy
Rate App
Club Hi
Customer Support
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WIREFRAMES
USABILITY
TESTING
The prototype was tested with a small group of users (2 participants) to observe how they would complete the tasks:
• Connect with a community of like-minded individuals.
• Find products based on customer’s purchase behaviour and preferences.
• See clear delivery timelines and tracking information.
The results were positive, with users finding the app intuitive and resembling the navigation and features of mainstream marketplace apps.
App Screens
ALL PROJECTS
GO CITY
Digital, Motion and Print
HEINEKEN
Illustration, Digital, Motion and Print
KNOMO
Digital, Motion and Print
KOOVS
Digital, Motion and Print
ANN SUMMERS
Digital, Motion, Print and Window Design
TRICKY HIPS
Digital, Motion, Print and Set Design
TRICKY HIPS
Digital, Motion, Print and Set Design
HI BOUTIQUE
UX/UI Design
HOME CYCLE
UX/UI Design