UX Problem: Maì.com – Research


“Maì aims to provide you with unique pieces that are handmade with love; from precious jewellery, to one-of-a-kind pots, Maì will have the accent you are looking for. ”
– Maì.com, “About” section.

Capture d’écran 2018-11-29 à 15.33.34.png

Maì is a family business that is growing and it gives the possibility to join the team.
The company doesn’t offer a specific job opportunity. It leaves candidates presenting how they feel about they company and what they think they could improve in Maì.

They are also active on social medias:

Capture d_écran 2018-11-29 à 18.21.25
86 posts since 30 June 2018 -> about 4 posts per week
They often post updates about productions in progress, restocks and new products.


Capture d’écran 2018-11-29 à 18.30.52.pngCapture d’écran 2018-11-29 à 18.34.03.png


Capture d’écran 2018-11-29 à 18.40.27.png
64 tweets since 30 June 2018 -> about 3 tweets per week

They often tweet the same posts than on Instagram and retweet customers reviews of their products:


Capture d’écran 2018-11-29 à 19.33.53.pngCapture d’écran 2018-11-29 à 19.34.32.png


Capture d’écran 2018-11-29 à 15.30.48.pngCapture d’écran 2018-11-29 à 15.30.57.pngCapture d’écran 2018-11-29 à 15.31.10.pngCapture d’écran 2018-11-29 à 15.31.25.pngCapture d’écran 2018-11-29 à 15.32.15.pngCapture d’écran 2018-11-29 à 15.32.31.pngCapture d’écran 2018-11-29 à 15.32.52.pngCapture d’écran 2018-11-29 à 15.33.00.png

Visitors really appreciate Maì products and we can see the same comments on Twitter than on Instagram.
They often ask the same question “Will they be restocked?”

In spite of the different posts made by Maì about the restock dates, users are still very confused.

It is difficult to make the connection between the website itself and the social medias posts.
It should be more efficient to add clear information directly on the website to avoid this kind of confusions.

User Test

With the different reviews on Instagram and Twitter, we saw the opinion from users that already know the brand and would like to buy some articles.

It would be interesting to see the point of view of someone who just discovered the brand and doesn’t follow Maì on social medias.

It can be useful to see if this category of users feels the same in front of Maì.com.Do they know the same frustration ? Do they have the same wishes?

1. Website test

To make the test, Lucien, 24 years old, will be the user that will give his opinion about Maì.com.
He never used this website so we will begin the test by the discovery of Maì.

0:00 to 3:16 Discover the website by yourself

“I really like the pictures on the homepage.”

“The restock section on the homepage is useful but not enough highlighted.”

“There is nothing available from the different collections and the pages seem very empty.”

“Articles seem really well-made. The sweatshirts for example seem to be made with quality products.”

“In the more from this collection section, we don’t see that the articles are sold out. So when we click on them, it is disappointing to see that nothing is available.”

3:17 to 4:48 Find a product to buy for a gift

“I would take an art print because it is always available. But it is a shame that we can have a printed one to order and not only the digital version.”

“I also like some jewelleries but they are not available for now and I don’t know if they would be before christmas. So I don’t know if I should wait or go to another website to find another gift.”

4:49 to 6:44 Without taking into consideration the fact that some products are sold out, can you show me which articles are really interesting to you ?

“The art prints are really interesting. It is simple but colorful.”

“Sweatshirts are simple and well-made. It can appeal to a lot of people.”

“The GURO planter is simple as well. I like it because it can be adapted for a lot of different people with different tastes.”

“It stays difficult to see the products because the pictures are too white and the “sold out” logo too big. I don’t know why she leaves them on the website if they are not available anymore.”

6:45 to 7:30 Can you execute a payment please ? 

“It is very clear and simple.”

“I appreciate the fact that we can pay by Paypal, it seems to be a very well secured website.”


We can see with this test that the only real problem is the frustration created because of the sold out products.
We don’t know when they will be available and we are not even sure if they will be.

The main problem about that is the sold out logo and the white filter on the pictures that make the website look very empty. We can clearly see the pictures of the products behind this logo so users could think that they will not be restocked at all.

There is also no information about their restock in their description. We know that some products are currently in progress but we have no information about all the others.
Furthermore, products in progress have the same sold out logo and white filter than the other products. There is no difference between them if we just visit the shop pages.

2. Interview

Lucien mentioned Amazon during the interview. However, he also like to buy handmade products sometimes. For that, he uses the website Etsy.com.
Sometimes, he likes to buy handmade rather than industrial products and he differentiate Etsy from Amazon because they don’t sell the same types of products.

So, our real competitor would be Etsy.com which highlights a lot of creators around the world.

The main pain point about Maì.com is the sold out products and the fact that we don’t know when they will be available again.

Lucien said that he would be ready to receive some notifications or newsletters to be informed when products are restocked.


Etsy has been mentioned by Lucien during the user test.
It is a significant website that highlights small creators and handmade products.

Capture d’écran 2018-12-02 à 02.37.37.png

The website is organized by category of products but also by creator.

Category: Jewellery & Accessories / Bracelets / Bangles
Capture d’écran 2018-12-02 à 02.39.38.png

Creator: VillaSorgenfreiCapture d’écran 2018-12-02 à 02.40.13.png

The real advantage of Etsy is to also have products available because there is always more and more creators who sell their products on this website.

For a same type of products, it exists a big diversification of offers.

For Vases, there are lots of different creators with different tastes available:
Capture d’écran 2018-12-03 à 21.02.49.png

While Maì.com offers a really specific style of pots and needs to restock them:
Capture d’écran 2018-12-03 à 21.04.09.png

This point can also be a real advantage for Maì.com.
Indeed, there a unity between the Maì products and we can easily recognize their specific style. Users buy these products because they like their identity and there is a very good chance that they would come back on the website specifically for that.

Etsy, unlike Maì, doesn’t have a specific identity. Each creator is different. So, we have to try to find products that we like.


Maì.com can’t compete with Etsy.com about the quantity of products available but they have their own style to highlight.

We just need to make the website more active and avoid the users frustrations about the “sold out” logo that is present everywhere on the website.


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