Yours is a mobile platform that helps young people find, save and customize their style, bringing them closer to a unique and valuable online shopping experience.
Understanding Opportunities and Problems
Understanding Opportunities and Problems
According to research, 82% of customers in the U.K expressed regret or guilt over a previous online purchase. Customers felt they were not in control of their choices to make valuable decisions which led to loss and frustration. This situation emphasizes the need to support users in making choices relevant to them.
According to research, 82% of customers in the U.K expressed regret or guilt over a previous online purchase. Customers felt they were not in control of their choices to make valuable decisions which led to loss and frustration. This situation emphasizes the need to support users in making choices relevant to them.
Target Audience
Target Audience
To understand this problem, I conducted remote interviews with 34 young adults between the ages of 16-25 years and learnt their unique concerns and needs.
To understand this problem, I conducted remote interviews with 34 young adults between the ages of 16-25 years and learnt their unique concerns and needs.
Competitive Research
Competitive Research
I explored popular clothing apps to compare features targeted at helping customers make useful decisions prior to making a purchase. I also discovered important aspects which inspired some of my design decisions and areas that needed to be improved.
I explored popular clothing apps to compare features targeted at helping customers make useful decisions prior to making a purchase. I also discovered important aspects which inspired some of my design decisions and areas that needed to be improved.
Key Takeaways
Key Takeaways
Uncertainty if the purchase can be paired with an item they already own.
Time consuming trying to find their style.
Regretful when they can’t wear a piece of clothing in multiple times.
I discovered from the competitive analysis that the apps provided support based on personalized data collected from past activities and basic customization features to modify a product. To reduce post purchase regret, I realized the need to enhance control of their choices built on individual style customization. Synthesized data from the user interviews only confirmed that assumption which brings us to the big question of……
Uncertainty if the purchase can be paired with an item they already own.
Time consuming trying to find their style.
Regretful when they can’t wear a piece of clothing in multiple times.
I discovered from the competitive analysis that the apps provided support based on personalized data collected from past activities and basic customization features to modify a product. To reduce post purchase regret, I realized the need to enhance control of their choices built on individual style customization. Synthesized data from the user interviews only confirmed that assumption which brings us to the big question of……
How might we enhance style customization for users to improve their shopping experience and help them make valuable choices on their purchases?
How might we enhance style customization for users to improve their shopping experience and help them make valuable choices on their purchases?
Defining Motivations
Defining Motivations
As research and design proceeded, I focused mainly on one user persona because they represented key attributes of my target audience.
As research and design proceeded, I focused mainly on one user persona because they represented key attributes of my target audience.
Exploring important tasks
Exploring important tasks
After defining the features of the app, I created user flows for the main tasks to visualize means of solving pain points.
After defining the features of the app, I created user flows for the main tasks to visualize means of solving pain points.
Getting closer to a user-centric design
Getting closer to a user-centric design
The lo-fi wireframes allowed me to run early usability tests and discover the functional revisions that needed to be implemented. By having a dialogue with users about what they expected and when, I had an idea of iterations needed.
The lo-fi wireframes allowed me to run early usability tests and discover the functional revisions that needed to be implemented. By having a dialogue with users about what they expected and when, I had an idea of iterations needed.
Establishing Visual Design
Establishing Visual Design
Designing a design system helped in visually articulating all potential aspects of the app.
Designing a design system helped in visually articulating all potential aspects of the app.
Improving Usability
Improving Usability
Users tested the Hi-Fi prototype in order to develop the experience further. The MVP usability testing revealed necessary revisions and other issues to address for longer-term development.
Users tested the Hi-Fi prototype in order to develop the experience further. The MVP usability testing revealed necessary revisions and other issues to address for longer-term development.
Approachable
The initial onboarding design went straight from intro page to sign up page which left users wondering if the app offered anything new to their experience. Designing introductory videos with brief explanations of what the app had to offer increased the awareness and excitement of users.
Approachable
The initial onboarding design went straight from intro page to sign up page which left users wondering if the app offered anything new to their experience. Designing introductory videos with brief explanations of what the app had to offer increased the awareness and excitement of users.
Efficient
Previous design of product listing only had the ‘save icon’ to directly add an item to ‘likes’ which allowed them to later create different style boards. I decided to experiment with other options by including a ‘save to board’ icon to see if it can help users be more efficient with organizing items. 70% of testers were able to complete this task in less amount of time which validated efficiency.
Efficient
Previous design of product listing only had the ‘save icon’ to directly add an item to ‘likes’ which allowed them to later create different style boards. I decided to experiment with other options by including a ‘save to board’ icon to see if it can help users be more efficient with organizing items. 70% of testers were able to complete this task in less amount of time which validated efficiency.
Valuable
The visualization board was designed to help users make their experience more personal and customize their style to make better decisions on purchases. 90% of testers were able to understand this feature and have fun completing the task.
Valuable
The visualization board was designed to help users make their experience more personal and customize their style to make better decisions on purchases. 90% of testers were able to understand this feature and have fun completing the task.
Lessons learned
Lessons learned
Lessons learned
It is completely okay to pivot! Making big changes to my initial designs were scary but it was fun to see the project develop in unexpected ways.
It is completely okay to pivot! Making big changes to my initial designs were scary but it was fun to see the project develop in unexpected ways.
View Prototype
View Prototype