Role

UX + UI Design, Research, Wireframing, Prototyping

The Problem and Target Audience

Many people lack the time to shop for clothing due to their busy work schedules and personal lives. It can be difficult to find a specific type of clothing, especially for business-appropriate workwear, in one place. In addition, numerous retail apps are not intuitive and difficult to navigate for users. Our target audience is working adults who identify as female.

Goals and Solution

Project Overview

We wanted to design a solution that enabled users to easily find clothing options. One way to do this is through clothing collections that are curated by stylists. In addition, clothing types were filtered into specific categories for quicker navigation.

Research Details

At first, user problems were identified and personas were created. Then a competitive audit was conducted between companies with similar merchandise, like the clothing brand J.Crew. Multiple storyboard were also built in order to better understand the user’s experience with our product. I conducted a few unmoderated usability studies with the low-fidelity prototype, in which I observed and analyzed participants’ click path and noted any significant thoughts that they had in order to inform my future designs. At first, I assumed that users would want to speak directly with a stylist, but after research and designing, I realized that this was still not an efficient way to shop. So, I then deleted the stylist chat room option and created a potential page of curated clothing items that would come from stylists’ suggestions.