Project summary
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My role› Setting goals and objectives
› Establishing key audiences › Creating competitive and UX research › Building personas › Creating user journeys and stories › Creating site maps › Creating wireframes, low and high fidelity prototypes › Usability testing |
Background - The company's mission
Our Technology
With the rise of the e-commerce industry and the popularization of mobile devices, more fashion resources are available online. In 2017, 64% of smartphone shoppers turned to the mobile device for ideas before heading out to shop. Our company - ScopeMedia, already has a wide range of technologies that can be utilized in the fashion industry. Building this application is a great extension of the company’s existing technology and audience, increase its value to customers, and provide the company with another revenue stream.
Research - Let's dig deeper on the user side of story
1. who is our target audience group?
2. Conducting interviews
Interviews provide me with a qualitative method of gathering evidence, data, and information about the project that I’m working on.
I interviewed 15 people from different backgrounds (student, social media influencer, independent designer, developer) to list out their pain-points, daily fashion emergency, and if they can wave a magic wand, what would they wish for?
I interviewed 15 people from different backgrounds (student, social media influencer, independent designer, developer) to list out their pain-points, daily fashion emergency, and if they can wave a magic wand, what would they wish for?
3. what's the problem we're trying to solve?
After analysing the interview results, we narrow down to three major pain-points
Analyze - Then we analyze the data we collected
1. Persona
I synthesized my personas from observations, research and stakeholder interviews.
To create a thorough persona I normally include social and demographic characteristics, pain points, needs and goals.
To create a thorough persona I normally include social and demographic characteristics, pain points, needs and goals.
2. User stories
When creating a new product, we want to come up with the minimum viable product to save development time and be able to validate the idea quickly. The 3 main use cases that we want to support are:
Keeping these use cases in mind, I went ahead and came up with as many user stories as possible, and then narrowed down what is needed for MVP.
3. Sitemap
Once I’ve completed the personas and user journeys, I’ll create the sitemap. It visualises what I’ve have learnt about how users navigate the site, what sort of content they will need to support them in their goals and what sort of language they use to identify things
Design - Finally we can jump into the design process
1. Branding
I hosted a discussion panal to gather ideas about branding. During the interview session with our target audience (age range: 22-35), what words they thinks of when they think of fashion – fabric, chic, glamorous. So from there I collected imageries related to the 3 keywords as well as fashion advertisement, magazine that are related to this topic, the goal is to create a branding that brings a sense of familiarity and retroness to distinguish style searching from the other fashion apps that has a modern look and feel.
Millennial pink was the most trendy color in 2017. It's everywhere from Instagram-ready restaurants, to couches, clothing and advertising for all genders. It’s neutral, almost like beige with a light addition of pink, calming, subtle, a great background color that makes the subject of the page standing out.
2. Low-fidelity wireframes
I use low-fidelity prototypes in order to have an early validation of the product saving time and making sure I’m not producing wasteful design work. I can easily and efficiently make changes while including users feedback based on their reactions.
3. High-fidelity detailed design
Here are some selected screens from the final design. I used Sketch to create both the wireframes and then applied the style guide to turn them into the final design.
Project outcome
WWDMAGIC is the fashion trade show of the largest selection of women's apparel and accessories in the industry. It’s the opportunity to meet the industry's hottest influencers, browse the latest young contemporary collections.
Our company brought ScopeBoutique (ScopeStyle, ScopeActive, Scope Assist)- a multi-device experience to this event and showcased how our technology can help retailer customers engaged in every step of the shopping process. ScopeStyle, as one of the major components of this ecosystem, was well received by the customer. We got more than 1500 downloads from this event. |
I designed multiple backdrops for the booth and used google sketch up to visualize the final display result.
I also designed the marketing collateral with Adobe InDesign. This collection contains a tri-fold pamphlet, business cards, name tags and swags.
Learning & reflections
Research helps to narrow down the scope.
Initially, the stakeholder and I assume that by adding a follower mechanism will increase the user’s attachment to this app. But after when we saw the survey and the user group interview result, the majority of the user wants to make this a personal experience. If the personal collection is available to view to the public, they tend to have some degree of editing functionality. This insight helped us eliminate the feature from the MVP.
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How can we improve?
1.Onboarding experience
The A.I technology requires user’s input to adapt user’s preferences to generate better results; therefore, our challenge was to evolve with customers and increase the user attachments so that we can provide recommendations based on their user behavior. The onboarding process is the front door of this experience. The more information user inputs, the more accurate the recommendation will be on the home page. Due to time contestant, our current onboarding experience is too long, and the questions are too general. For future updates, I would like to iterate more on this experience, make the onboarding process more engaging and interesting (ex: buzzquiz style). |
2. Accessibility
Due to time constraints, we weren’t able to include an accessibility spec on the design for this iteration. For the future steps, we’re planning to include screen reader roles and labels, swipe navigation, and color contrast ratio test to make sure that our product meets the accessibility requirements. Working as a designer, I always put diversity and inclusion on top of my mind, and a good design should lead with empathy. |