Project Scope: 4 weeks
Project Type: Personal
Role: UX Research, UI Design, Usability Testing
Tools: Paper, Pencil, XD, Photoshop, Figma , Invision
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Overview
There are various e-commerce and global retail stores which offers good quality clothing at a reasonable price for everyone. Their main purpose is to make affordable and good quality clothing that is accessible to everyone.
Fashion brands are recognizing the ways to showcase and market their products. Whether it’s a physical store or an e-commerce site , they look for ways to enhance the customer’s shopping experience and affinity for the brand.
Challenge
Understanding user's needs and Pain points and build a responsive UI through the research and design process.
Goal
The primary goal of the project was to enhance the experience of users in shopping for chosing right outfits by building a prototype to validate the assumptions and hypothesis
Design Process
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Empathize - Survey, User Interview, Empathy mapping
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Define - User Persona, User Journey Mapping
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Ideate - Brain Storming Ideas, Product road map, User flow, Information Architecture.
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Prototype - Wireframes, Prototype
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Test - Final UI Screens
Research
Surveys
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A survey with 14 people with age group between 25 - 45yrs who shops at retail store or shops online at least twice a month. The questions covered general areas such as preference, decision making and frustrations during online shopping, I collected responses in the form of multiple choice and short answers to get more insights at an early stage
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Survey Statistics :
78%
Wants easy and secure checkout process
92%
Feels there should be easy size chart to match outfits
85%
Wants easy shipping and return policy
92%
Wishes to have easy access to trail room on weekends
Interviews
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To get more insights I conducted a 10 - 15mins user interview with 3 people male and female with an age group between 25yrs - 35yrs who shops at least twice a month. The question was based on experience, decision, and pain point during shopping.
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So I asked:
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Can you tell me about your recent shopping experience for your clothes may it be online or Instore?
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What do you like the most and the least about online shopping?
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What do you like the most and the least about in-store shopping?
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Do you consider reading the reviews of the product before buying it?
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Try to remember the last time an online purchase couldn’t be completed for some reason. How did you feel then?
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What do you like the most and the least about the checkout process?
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Can you try to remember the last time you had any problem returning the product?
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User Interview insights :
"I prefer online shopping because it saves me time. Good size and quality clothing at affordable prices is important for me."
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Valmiki 30 yrs - Shops at least twice a month
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"I am always worried about the size and I hate waiting in line to access the trail room on weekends during instore shopping."
Lovekesh 38 yrs- Shops at least twice a month
Define
Personas
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After gathering the research, It is now time to define the problems in more clear context. So I created Persona, Empathy map to get more insights and to gain a fresh perspective on the problem space from the point of view of the users.
Empathy Mapping
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Empathy maps are a great tool for understanding your users, organizing our research, and driving a human rather than a technical view of a product.It allows us to understand the broader influencers in user's lives. And by organizing our research into a coherent vision, this tool allows us to gain empathy with our users and to create a cohesive, empathetic view of them.
User Journey
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To uncover areas of opportunities , I decided to analysis the current shopping process both in-store and online of the users. So created a general flow of every step the user takes to complete a purchase. During the process, I will analyze each step and see where the opportunity lies and how the user experience can be optimized.
After analyzing the general flow users follow to make a successful purchase, I was able to uncover various areas of opportunity
In-Store Shopping problems
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Users spent a long time finding the right outfit
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User has to wait in line for the trial room
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User have to try different sizes to find the right one
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User has to wait in line for the checkout
Online Shopping problems
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User lack confidence in purchasing the right outfits
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Users lack confidence for their size
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Users dont feel confident about the look
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Lacks customization
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Lacks Personalization
Ideate
Re-Defining Problem
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After analyzing the general flow users follow to make a successful purchase, I was able to uncover various areas of opportunity and there had to be one common solution to solve the issues of both online and instore shopping.
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Brain Storming Ideas
Once I captured a clear understanding of user needs and pain points, it was now time to generate the different possible solutions. Before diving deep into designing it was aslo necessary to create a priortization grid or product road map and user flow.
From Redefining statement I started generating all the possible ideas as I could. The goal here was to cover every aspect of the problem and find an appropriate solution.
Product Features Roadmap
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After brainstorming different ideas, I created a product features road map and prioritized them.
Build an app that let's users decide the perfect outfit using AR 3D Modal View
User flow
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After generating Ideas it was important to understand how users going to interact with the product. The goal was to create a flow of how and what steps will be taken by the user starting from Developing the AR until they select the product
Prototype
Information Architecture
Information architecture aims at organizing content so that users would easily adjust to the functionality of the product and could find everything they need without big effort.
Wireframe
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Based on information architecture, I started creating wireframes.
UI Kit
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Following the Style Guide, I crafted a UI Kit that would inform the Design System for SmartElec.
Test
Key Features​
Create 3D modal and try products online​
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Users can now create 3D modal and try the products online to experience its quality, size and colour.
Pick & try different outfits at Instore​
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Users can now outfits without having to use the trail room thereby eliminating to be line waiting for trail room.
Easy order tracking, return and replacement​
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Users can now chechk the return policy on every product, track the shipment and reorder the product.
Final UI Screens
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The final design few screens of the Try out app.
What's next
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Usability testing, Research, and Analytics would uncover additional pain points and would lead me to take better design decisions. My next step would be developing a real working prototype of this concept and do more Research and Usability testing in order to enhance the AR shopping experience. One takeaway from working on this concept is, it can be a great way to break the wall between in-store and online shopping experience.
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