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OVERVIEW
THE CLIENT
A successful, 26 year old clothing store company that has 400 brick-and-mortar stores in 32 countries. It is a global chain that offers variety of clothing for everyone at affordable prices. They came to us with the task of rebranding to a more modern feel and taking their product online with a responsive e-commerce website.
OUTCOME
A usable and aesthetically appealing online platform with strong brand identity.
LENGTH OF PROJECT
4 weeks
ROLE
Lead UX Designer
live project
PHASE 1
RESEARCH
During the research phase, I want to understand the current state of the e-commerce retail landscape. My intention for the research phase was to uncover the needs and frustrations of the target user to better understand how to appeal to them. I researched the online clothing industry, looked at direct and indirect competitors within the space and conducted user interviews.
MARKET RESEARCH
With market research, I was able to get a better understanding of the online shopping industry. This includes demographics, buying behavior, trends and concerns.
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COMPETITIVE ANALYSIS
With the online clothing industry being such a large market, it is critical to understand both direct and indirect competitors. This will help Mirror set themselves apart from their competition.
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USER INTERVIEWS
I conducted several user interviews in order to collect information about their online and in-store shopping experience. Of the interviewees, 3 were female and 2 were male. All the interviewees fall between the ages of 25 and 55. We were able to gather qualitative data and evaluate patterns.
PHASE 2
DEFINE
In order to define the target user and cultivate empathy, I first constructed an empathy map based on the interviews performed. From here, I was able to see the users' needs and common patterns. This allowed me to create a Persona. Furthermore, I reflected on the business goals, user goals, and technical considerations to find a happy medium for all stakeholders. Once I had identified common goals, I listed product features that were necessary for the prototype.
EMPATHY MAP
After conducting interviews, I took those findings and organized them with an empathy map. This allowed me to clearly see user needs and common patterns.
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PERSONA
Next, I used all of the qualitative data I gathered during the research process to create Casey Wiser, my user persona. Casey is a 30 year old health care worker looking for quality clothes at an affordable price.
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PROJECT GOALS
Now that I had empathized with target users and identified their needs, I needed to define the solution by finding common goals based on the business, user and technical goals.
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FEATURE ROADMAP
Next we complement the project goals with a feature roadmap, a list of features based on user research, each given a priority level.
To view the full Featured Roadmap, click
here.
PHASE 3
IDEATE
Through the activity of having several participants perform an open card sort, I was able to gather information to further understand the users' organization techniques. From here, I was able to apply those findings to generate a sitemap as well as both task and user flows.
CARD SORTING
Optimal Workshop was used as the main platform to run the remote card sort and validate results. Seven participants (4 female and 3 male) were asked to take part in the Open Card Sorting with no time limit.
Findings
• Participants created a total of 53 categories, with a median of 9 categories each.
• Participants categorized items based on use and features of the product.
• Cards that do not correspond as a product use or feature were grouped together as naming convention for special items. These included “Sale,” “Collection,” and “New Arrivals.”
SITE MAP
Next, I used all of the qualitative data I gathered during the research process to create Casey Wiser, my user persona. Casey is a 30 year old health care worker looking for quality clothes at an affordable price.
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USER FLOW + TASK FLOW
I completed a task flow and user flow to imagine the ways a user might navigate through the site to achieve their goals. These tools allowed me to ensure that the information was organized in a way that is intuitive to the user.
Task Flow
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User Flow
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PHASE 4
DESIGN
I began the process with sketching out different versions of the home page based on competitive analysis and user feedback from previous activities. I then proceeded to add more context to these sketches through mid-fidelity wireframes. I also established the new look for the brand by designing the new logo and branding guidelines for Mirror.
SKETCHES
To begin generating ideas for layout of the website, I sketched out several low-fidelity wireframes focusing on the home page design.
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Findings
• Participants created a total of 53 categories, with a median of 9 categories. each.
• Participants categorized items based on use and features of the product.
• Cards that do not correspond as a product use or feature were grouped. together as naming convention for special items. These included “Sale,” “Collection,” and “New Arrivals.”
SITE MAP
Next, I used all of the qualitative data I gathered during the research process to create Casey Wiser, my user persona. Casey is a 30 year old health care worker looking for quality clothes at an affordable price.
USER FLOW + TASK FLOW
I completed a task flow and user flow to imagine the ways a user might navigate through the site to achieve their goals. These tools allowed me to ensure that the information was organized in a way that is intuitive to the user.
Task Flow
User Flow
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