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.
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Due to the project schedule, I focused to solve this need; provide a helpful method of determining the size. Providing detailed size information, a video teaching how to measure accurate body size, and utilizing user reviews to hear real users' feedback.
Client:
Team:
Timeline:
Tools:
Mirror
Independent work with the help of a mentor
12 weeks
Sketch, InVision, Illustrator, Photoshop, Zeplin
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
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Shopping = Hobby = Meditation
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The return process is too much work even though they don’t satisfy the item
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Know its fashion taste
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Busy / Popular
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having busy schedules for both job and private (business trip, meetups, parties, etc.)
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Pains and Needs
Persona
From the user research, I created a persona
Define Project
The user research findings gave me a framework to decide the essential features that the website needed to have. I also created a project goal to synthesize the business and users needs by taking another look at the briefing in the context of my research finding.
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 & 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.
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Neutral
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Modern and Fresh
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Clean and Clear
"Mirror is the place
to find your center"
See InVision prototype
Usability Test
Overall usability test found the following,
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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)
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Check out processes work
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Search option and sort option should be available
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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
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Observe participants’ behaviors through the completion of each task
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Measure how easily each participant can complete the task
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Collect feedback about the participants’ experience through the task
Test Findings
Next Step
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Make a search and sort option available >>> need tests
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Add promotions to encourage users to sign up for an account
Overall
REPHRASE
The client had awarded that they get started late the e-commerce site even though they had a record of sales at actual stores. I proposed to update the site to be a responsive design and renew their own brand concept.
As a result of user research, the potential user needs were specific to online shopping such as helping to determine the size, more detailed product information and protect their package until they receive it. One thing I saw interesting from the user research, I felt the users feel online shopping is their meditation. They feel online shopping is their relacing time. So, providing a stress-free user flow would be also one of the tasks.
Explain how I addressed to find solutions.
