Instore NFC application


Here we were tasked to put together a concept to help users interact with products in store, blending the online and offline customer journey. Using NFC to help users in store to find out more about the products they are interested in whilst being able to remove the clutter around the products on show. A study from Human Anatomy & Physiology, Pearson Interactional showed on average users only read 28% of words in front of them, showing how stripping back the displays can help get the right messages to the user.



A study by Nordic eye tracking found only 10% recall seeing any digital signage despite 47% of time customers attention going on the product. Also finding that 53% of customers wanted to get the best deals when they are shopping instore. Also finding that 87% of customers use their mobile before visiting, 79% whilst in store and 35% after visiting the store. With 82% of customers saying they consult their phones on purchases they are about to make instore and 91% turn to their phones for ideas within the middle of a task. Showing how important it is to merge the instore and online journeys so that users can validate the decisions they are about to make.


User journey

Here we were tasked to create a user journey to help paint the picture of customers as they shop for a new phone, showing their emotional state and how this concept can help reassure customers decisions, along with creating a wireframe and design to show how the application could work.

Here we wet out the user journey using our persona, showing how she would go about upgrading her phone and buying instore, and highlighting how the NFC scanner can help the user through their shopping mission.



Once we had finished collecting people’s thoughts and feedback we then briefed our user journeyTO into a designer to create a digital format that could be used within a presentation deck.




The next phase of the project was to create concepts or how we felt the finished product could look. Below was the ideas of how I felt the user could use the application whilst helping to shop in store, trying to to allow the user to browse the products online as they would instore.




We then came together with our ideas to create the final version of wireframes before briefing these into a design to create visuals of the application.



UX Books

Its not how good you are, its how good you want to be

Paul Arden



When Coffee and Kale compete

Alan Klement



Lean UX

Jeff Gothelf, Josh Seiden



Design for real life

Anil Dash



Dont make me think

Steve Krug



100 Thinks every designer needs to know about people

Susan Weinschenk



VR UX: Learn VR UX Storytelling & Design

Casey Fictum



The design of everyday things

Donald A. Norman



The Mobile Web Designer’s Idea book
Patrick McNeil



A web for Everyone: Designing Accessible User Experiences

Sarah Horton & Whitney Quesenbery



Making and Breaking the Grid: A Layout Design Workshop

Timothy Samara



Sprint: How to solve big problems and test new ideas in just five days

Jake Knapp, John Zeratsky & Braden Kowitz



How to make sense of any mess: information Architecture for Everybody

Abby Covert



Observing the User Experience: A Practitioner’s Guide to user Research

Mike Kuniavsky, Elizabeth Goodman, Andrea Moed



Interaction of Color,

Josef Albers, Nicholas Fox Weber



The Practitioner’s guide to user experience design

Luke Miller



Emotional design: Why we love (or hate) everyday things

Donald A. Norman



An Optimist’s Tour of the Future

Mark Stevenson



Hooked: How to build Habit-Forming Products

Nir Eyal



More Human: Designing a World Where people come first

Steve Hilton, Jason Bade, Scott Bade



The Shallows: how the internet is changing the way we think, read and remember

Nicholas Carr



A project guide to UX design: For User Experience designers in the Field or in the making

Russ Unger, Carolyn Chandler



Ogilvy on advertising

David Ogilvy



Niche Envy: Marketing Discrimination in the digital age

Joseph Turow

Honda Test drive

A personal project, looking at the process of booking a test drive, and Identifying friction points within the journey.

The original site

Honda test drive website


The Competition


Notes from competitors


What the User needs

  • To be able to speak with the local dealer.
  • To find the right car for my needs/ interests.
  • To understand the options available to me in terms of optional extras, costs, and finance deals.
  • To understand where my local dealer is located

What the dealer needs

  • To be able to open up a conversation with their potential customer.
  • Understand what the customer is looking for, or needs, to help them find a car of their choice.







For the Dealer

  • Allow local dealer to manage their test drives within a CMS, to help them build a relationship with the customer, before even meeting them.
  • The dealers name and branch appears before the confirmation page, giving the user a contact name even if they choose not to take a test drive.
  • After confirmation an option form the user can complete, allowing dealer to find out more about customer, such as yearly millage, sports, family, pricing.

For the user

  • To include something similar to a what you find when booking a delivery within a grocery website that shows time and date. This is widely used, so the customer will already have a mental model for this process when booking a time and date for their test drive, and will easily shows slots already taken.
  • Options so the user can easily add date and time of test drive to a calendar of their choice.
  • To be given the name of the dealer that will look after them on the day of the test drive.
  • Receive a confirmation of the users choice, whether this is a call, email or text.
  • Have a short checklist to understand what they have ordered, whilst allowing the user to go back and change items if needed.
  • Users initial input of post code to be used to find local dealers as well as helping to fill out address form later in the journey.


  • System to hold onto the input information by the user when navigating forward and backwards through the journey.
  • A version of the test drive application to be built so that dealers can add within their own websites.
  • Sign up to be moved to a Facebook, Google log in. Allowing customers to browse first and see if car/ date time are available for their chosen car.
  • Inline validation to be included.