OneGo is a platform designed to assist online shoppers in making more informed purchasing decisions by providing them with insights into how clothing items fit previous buyers with similar body measurements. This allows customers to evaluate the suitability of a particular item before making a purchase, ensuring that they are satisfied with their online shopping experience.
Role: Individual project for BrianStation UX/UI design boot camp
Timeline: April - July 2022 (3 months)
PROBLEM SPACE
Clothing returns are frequently caused by the inability to see, touch, and try on items before purchasing. Buying clothes based solely on digital images can be inaccurate, as most models do not represent all body types. Additionally, size inconsistencies across clothing lines can make it challenging for consumers to use provided size charts when selecting items. Limited brand knowledge and unfamiliarity with online shopping may also make it difficult for some consumers to choose brands that match their personal style.
Source: Statista
Understand the problem
Many people encounter difficulties when purchasing clothes online as items may not fit as expected, resulting in high rates of returns. This issue affects both consumers and clothing businesses in various ways. Buyers often waste time returning items that do not meet their expectations, while businesses face financial losses due to reduced sales.
UX Challenge
The aim of this project is to develop a platform that enables individuals to connect and share their outfits and reliable information about clothing. The goal is to simplify the process of purchasing clothes online, reducing the need for returns and exchanges and saving people time and money.
UX Goal
RESEARCH AND PLANNING
In my role as the sole designer for this project, I conducted investigative interviews with participants who represent my target user group. The purpose of these interviews was to gain an understanding of their experiences when shopping online, including their pain points and challenges, their previous experiences with online shopping, and their opinions on online clothing stores.
Interview
After summarizing the interviews and identifying the participants' pain points, frustrations, goals, motivations, and behaviors, several key findings emerged that require attention:
Online shopping websites often lack sufficient and accurate information to facilitate informed purchases.
Consumers frequently struggle to select the correct size when buying clothes online.
Many consumers prefer to purchase clothes in physical stores to avoid the need for returns and exchanges.
How Might We
I came up with a How Might We question to assist me to focus on the project’s goal which is improving the experience of shopping for clothes online:
“How might we help online shoppers to find clothes that fit properly, thus boosting their confidence in their purchases and minimizing the cost and inconvenience of the return/exchange process??”
Persona
To address those above behaviours and pain points, I created a persona that represents the core attributes of my product’s target user group.
TASK ANALYSIS
User Stories
To address the user persona's frustrations and goals, I created 20 user stories that capture their functional needs. These stories help to articulate the value that a product feature can bring and provide a better understanding of why users desire a certain functionality. I organized these stories into three epics, with "Better Decision Making" being the one I ultimately chose to focus on. This epic encompasses the most significant frustrations that are most closely aligned with my persona's needs, and thus, it provided the best opportunity to create a solution that delivers value to the user.
To solve the problem and enhance the clothing online shopping experience, I created a task flow in which users can search for specific clothing that they are interested in and check it out on different people with different body types.
Task Flow
DESIGN, USABILITY TEST AND ITERATIONS
After identifying what problem I wanted to solve, I made sketches, and wireframes and design a high-fidelity prototype for usability testing. The final design was iterated after 2 rounds of testing and I received lots of feedback from participants.
Sketches
Wireframes
High Fidelity Design and Prototype
The final prototype iteration was mostly focused on the following issues:
Instead of requiring people to sign up right when opening the app, users can now try using the main feature of this product before actually registering for an account.
The size chart was redesigned: alpha and numeric sizing charts were separated.
Review of the product was added to the profile of each user instead of showing only the rating.
Click to check out what can OneGo do ☝
MARKETING WEBSITE
Below is the design of the marketing website of OneGo.
DESIGN IMPACT AND FUTURE STEPS
Creating this product on my own was both enjoyable and challenging, as I gained valuable insights into each user's wants and needs through user interviews and usability tests. However, I now realize that I should have considered every detail more carefully. For instance, asking users to disclose their body measurements during sign-up was a sensitive task that may have caused controversy.
OneGo was developed in response to the growing demand for online shopping and has the potential to revolutionize traditional shopping methods. I hope that this app can reduce unnecessary costs and time spent on returns and exchanges for both online shoppers and businesses. Moreover, if this product can address these pain points, it could have a significant impact not only on e-commerce business models but also on the environment.
Moving forward, I plan to add more features and information to enhance the functionality and usability of the app. I also intend to improve the UI design to create a more high-end and polished look that will attract users. Finally, I will conduct usability testing on high-fidelity designs and gather additional feedback from the target user group to optimize the user experience when shopping for clothes online.