Project Highlight

This was a 12-week project as part of Design Lab where I worked with the hypothetical client: Mirror.

Mirror is far beyond the times in terms of not having an e-commerce site even though they have record sales at their physical stores. I proposed an update to the site that would be fully responsive and address key user needs such as helpful/useful method of determining the size, more detailed product information, and protect their packages until receiving them. Alongside the website update, I refreshed some areas of the brand identity including the logo, brand colors and fonts, and UI elements.

As a result of user research, the user needs were specific to online shopping and included: more comprehensive sizing information, more detailed product information and addressing shipping/packaging frustrations. One thing I found interesting from the user research was that many users feel online shopping is meditative. They feel like online shopping is their relaxation time. So, providing a truly stress-free user flow was also something I prioritized.

I focused on solving one of need; provide more comprehensive sizing information. Providing detailed size information, video instruction to measure accurate body size, and utilizing user reviews to hear real users' feedback.

Research Findings

I conducted user interviews to dig into users' experiences shopping online in the last seven days. The interviews gave me some eye-opening moments and helped me to uncover pain points and needs. I reviewed recorded interviews and identified key user needs.

Common Behaviors

Shopping = Hobby = Meditation
The return process is too much work even though they don’t satisfy the item
Know its fashion taste
Busy / Popular
- having busy schedules for both job and private (business trip, meetups, parties, etc.)

Pains and Needs

Persona

From the user research, I created a persona

Ideate

To structure the Mirror website content, I conducted a card sorting exercise to find out how the target users sort the given items into categories. Then I created a site map based on the results from the card sorting exercise to see the relationship between the content of the Mirror website.

User Flow

Below is a primary user flow from the home page to check out.

Design

Visual Design and Prototype

The visual concept was built from keywords the client provided and the users' core values found in user research. Users feel online shopping is their relaxation time – the place to find their center. Based on these concepts, I created the brand identity and visual design. Then I created a high-fidelity prototype.

Neutral
Modern and Fresh
Clean and Clear

"Mirror is the place

to find your center"

Finding Effective Methods

To Decide The Size

Based on additional interviews, I decided to add three methods to decide the size;

the website suggests users sizes for the item
a size guide
user reviews

Most of the interviewees answered that they check the size guide first, then check the user reviews to see opinions posted by other users who actually bought this item. During this process, it seemed that they frustrate in the size notation and the conversion between inches and centimeters.

The website will instruct which size users fit when users type their body size. Users can switch inches and metrics.

User reviews provide actual users' voice. Based on research, most of the e-commerce sites have categories like "Your size", "Size Bought", and "Fit". Mirror users would be encouraged to write reviews after they purchased items.

Usability Test

Overall usability test found the following,

All of them went directly dress page from the top page instead of going women page and clothing page (this is because the item was specified)
Check out processes work
Search option and sort option should be available
Female participants tend to spend more time to find a better option

All of the participants completed each task easily. However, participants feedback gave me the next step, which is how the website could encourage users to sign up for an account. This would be a task for the business side and UI design.

Test Objectives

Observe participants’ behaviors through the completion of each task
Measure how easily each participant can complete the task
Collect feedback about the participants’ experience through the task

Test Findings

Next Step

Make a search and sort option available >>> need tests
Add promotions to encourage users to sign up for an account

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Overall

This was a 12-week project as part of Design Lab where I worked with the hypothetical client: Mirror an established fas-fashion brand. I focused on providing effective methods for users to determine the size based on user needs along with design Mirror’s online store and refresh its brand identity.

I proposed effective methods to decide the size based on the under needs, which discovered through the research.

the usability test showed that the primary user flows work correctly. Along with the next steps I figured out after the usability test, I will keep on work for solving other user needs.