mitre 10 online store



We looked into the current Mitre 10 mobile site and explored areas that could be improved upon, specifically targeting their online store. The team, comprising of myself, Melissa Chan and Daniel Kim, set a few goals and a timeline to tackle the challenge. This included the steps we might need in research all the way through to how we will go about building the prototype. Meeting daily to make sure we were all moving in the right direction.




Interviews were conducted with 11 participants to try to understand what issues the users might have when buying hardware items online.

Some takeaways of note, users didn’t want to wait for their hardware items to arrive, wanting them immediately for the project they were working on. They wanted to learn new techniques
 and to receive advice when needed.

A survey was then created and taken by 28 further people to see if it would reinforce the information from the one on one interviews.

We visited some Mitre 10’s physical stores and their main competitor, Bunnings to see their strengths and weaknesses.

Mitre 10

• Mitre 10 stores were hard to navigate
• Shelves were unkept
•Staff unfriendly

Bunnings was positive in all these aspects, correlating with our survey and interview findings. Improving Mitre 10’s online store seems essential as competing with Bunnings as a bricks and mortar store is a hard battle to win.


Using the information gathered through research, we created 3 personas to help us better understand the users needs and problems. The primary persona, Laura, the novice DIYer came from ——-

With our personas fleshed out and defined we were ready to start focussing on solving their pain points and growing their gains.



With our personas in mind we each played around with some ideation. We then bought them together, combining and tweaking them to help solve our users problems.

Video Tutorials with specific items used in the video, listed underneath and ready to add to cart. Catering for the Laura the inexperienced user, teaching them new techniques and giving them easy access to the required items.

The Mighty Express Delivery Ute, a same day courier service. Delivering the needed items to your door. This service would be targeted at Steve the experience user, letting them continue to work on their project and have the items come to them.

Live Chat with DIY experts, recommending solutions and items for anyone in need of assistance. For the Occasional Buyer who wants to research items from their own home.

The MOBILE site

Paper prototypes were drawn up for initial users tests to get quick feedback. From there I created the initial wireframes in sketch. Some early iterations was losing the hamburger menu and putting the categories as a top navigation.

Individual user flows were created after further usability testing, addressing each personas unique needs.

Next Steps

Creating a responsive website to ensure users can shop on different platforms, as our research showed many users prefer to shop online through a desktop.


Evolution of the Mighty Delivery Ute. We want to evolve the delivery ute to make an ice cream styled hardware truck. The truck would drive around the suburbs on weekends, playing a jingle to signal DIYers that they can run out to top up any tools or materials without having to leave their area.



From user testing and feedback we feel the changes and ideas we implemented would help make Mitre 10 and it’s services more clear, concise and easy to use. Benefitting the user and the business.


It was interesting and challenging working closely, with such a short deadline in a team of three. Ensuring we were all headed in the same direction, in unison and in harmoniously. Daily meetings were very valuable in this way as we could have easily doubled up or created unnecessary work.

Allocation of time is something that I would like to improve on. Some elements of the project that weren’t as relevant as others ended up sapping up an equal amount of time. For future projects I would like to look into a system that dictates a set time spent on the a section depending on it’s importance.