Efficiency and Style Combined: Innovative Approach to In-Store Shopping for Busy Women
Overview
A platform dedicated to offering stylish handbags and organizers for women. With a strong focus on providing a seamless shopping experience. The platform incorporates various features to enhance customer satisfaction, including virtual try-on tools, personalized recommendations, and a secure checkout process.
Role
Responsible for primary research, conceptualization, visual design, business model and user testing.
Team
1 Senior Designer, 2 UX Designers
Timeline
January - March 2022
Problem
The fashion industry faces several challenges related to the shopping experience for handbags, particularly for busy women seeking stylish accessories and organizational solutions. These challenges include a lack of trial availability, difficulty finding handbags with organizers online, a dearth of personalized recommendations, and an inconvenient
in-store shopping experience.
How might we build a loyal customer base and increase customer lifetime value, despite the intense competition in the online retail industry and the ease of entry for new competitors?
Solution
Offering stylish handbags and organizers for women. We aim to provide a seamless shopping experience, with features such as virtual try-on tools, personalized recommendations, and a secure checkout process. The goal is to become the preferred online destination for women seeking fashionable handbags and organizers.
How did we actually get there?
Design Process
User Research
In the research phase of this project, I interviewed 12 targeted audiences of ages between 18-45 to better understanding the user challenges and motivations for using the website, here are some of the insights from the interviews:
66%
buy compatible organizers
72%
prefers online shopping.
59%
find it difficult to find the right size.
85%
want personalized recommendations.
SWOT Analysis
SWOT helped me identify the website's strengths, weaknesses, opportunities, and threats, I was able to make informed decisions and develop strategies to improve the website's functionality and user experience. It also guided me in aligning the business’s goals with market opportunities and mitigating potential threats.
User Persona
User personas represent the target audience and help empathize with their needs and preferences. User personas can inform the website's features, resulting in increased sales and customer satisfaction.
Competitor Analysis
Information Architecture
Low-Fi Wireframes
Lo-fi design helped us to quickly and easily experiment with different design ideas and concepts, without investing too much time or resources. After creating lo-fi designs, we gathered feedback from stakeholders and users, refine the design concept, and make any necessary adjustments before moving on to the high-fidelity design stage.
Key Screens
User Based Suggestions
Feature:
Suggestion tool to recommend bags based on daily items.
Functionality:
-
Users select items they carry daily.
-
Algorithm recommends bags as per the items.
-
Users can view recommended bags.
Benefits:
-
Saves time and effort in searching for a bag
-
Helps users find bags that suit their lifestyle
-
Enhances user experience.
Virtual Trial Room
1. Live Try-On
Feature:
Computer Vision-based Bag Tracking.
Functionality:
-
Uses AR to track the user's body.
-
Displays the selected bag in real-time
-
Preview the bag from different angles.
Benefits:
-
Helps users make informed purchases.
-
Reduces the likelihood of product returns.
-
Offers a convenient and innovative solution.
2. Upload Photo
Feature:
AI-Based Bag Tracking on User's Photo
Functionality:
-
Upload a photo with specific guidelines.
-
Displays the selected bag on the user's photo
-
Preview the bag from different angles.
Benefits:
-
Helps users make informed purchases.
-
Reduces the likelihood of product returns.
-
Offers a convenient and innovative solution.
3. Choose a model
Feature:
Model-Based Bag Display
Functionality:
-
Choose a model that suits your body type.
-
Displays the selected bag on the model.
-
See how it looks on a similar body type.
Benefits:
-
Provides a sense of personalization.
-
Reduces the likelihood of product returns.
-
Offers a convenient and innovative solution.
Product Detail Page
Feature:
Bag Organizer Recommendations
Functionality:
-
Suggests organizers that fit inside the bag.
-
Quick compare with other similar bags.
-
Gives user-based reviews.
Benefits:
-
Provides a sense of personalization.
-
Reduces the likelihood of product returns.
-
Offers a convenient and innovative solution.
Other Screens
Key Takeaways
Challenges
My Learnings
-
User experience is crucial: Providing a seamless and enjoyable shopping experience is paramount. Virtual try-on tools and personalized recommendations can enhance the user experience, allowing customers to make informed decisions and feel more confident about their purchases.
-
Designing for customer engagement and loyalty: Fostering customer loyalty is vital in a competitive online retail landscape. Providing exceptional customer service, utilizing data analytics for personalized recommendations, and creating opportunities for customer advocacy can help build strong relationships with customers and increase their lifetime value.
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Collaboration across disciplines: Working closely with cross-functional teams, including marketing, operations, and customer support, is crucial for successful outcomes. Collaboration enables a holistic approach to design, ensuring alignment with overall business goals.
