Process

Research

Reseach goals

• Learn about customer’s pain point and understand their struggles when they shops online

• To understand our audience and what their buying habits are
• How users make their decisions when they buying online
• We want to understand our current customers and their buying habits

Competitors Research

I started this project with secondary research, including a competitor analysis to get an overview of the current online clothing shopping marketplace, and provisional personas to illustrate my assumptions about the target audience at the time.

Users Interview

Next, I did primary research to gain insight into the people I’d be designing for. My goal was to better understand what customers expect, want, and need when shopping for clothing online.

Interview process

The study involved four interviewees aged 25-35 with different buying habits. Two women and two man. I asked questions in order to understand their buying habits, what makes them buy, and what may stop them from buying. What is important to them on the e-commerce site and what features do they use. In addition, I tried to understand the importance of shipping times and shipping cost

Examples of question:

• How many times a year / month do you buy clothes online?
• Which items you will never buy online?
• What sites do you shop at frequently and why?
• What made you buy your last items you’ve bought?
• How does the cost of shipping affect your purchase?

Conclusion

Goals / Need

• Using a filter and categories to make navigation easier is something that is very important to users. Mostly the women mentioned it
• Positive reviews of the site and the products can motivate customers to purchase items from the site
• It is important to keep the checkout process simple. That you will have the option to purchase even without registering
• Online shoppers want to buy cheaper, it is important to have discounts and promotions
• An accurate description of the product and a variety of pictures of the product so that they understand what they are purchasing
• Club memberships can encourage purchases
• Fast delivery will encourage purchase
• Ability to return items matters a lot when buying online

Frustration / Fears

• Delivery time and cost are very important to all interviewees. If it becomes too expensive they will give up the purchase
• The minimum purchase amount to qualify for free shipping can sometimes discourage interviewees from making a purchase
• If there is no convenient return policy it will cause the interviewees to waive the purchase

Persona

Following research, I synthesized my research findings in order to better understand users and their problems. I dug deep into my findings and developing user personas and empathy map to summarize all my research findings in a human-centered way.

Empathy Map

Information Architecture 

In this part I conducted a Card Sorting, Page sketches and build a sitemap

Participations

10 Participation, 50% from USA, 40% From Israel, 10% from Australia.
2 male and 8 female
participants created a total of 20 categories, with a median of 4 categories each

Similarity matrix

This view shows the proportion of the participants who grouped any 2 cards in the same category

Findings and conclusion

The most common categories are Accessories, Bottoms, Brands, Clothes, Shoes and Jackets and tops.
2 Participation sorted by gender
3 Participation open a new category for swimsuit
4 Participation put the shoes brands under shoes category and didn’t open category for brands
6 participation decides to open a new category for shoes brands

To Remark:
It would be worthwhile to expand the study in order to draw clearer conclusions
Due to limitations the study was conducted on only 20 cards. It is worth to do the research with a large number of cards that will describe the names of the products and items that will be on the site

Sitemap

This research helped me define the website’s information architecture, which I illustrated with a high-level sitemap.

Task Flow

User Flow

Interaction Design

Before I started creating the wireframes, I made sketches that helped me visualize the flow of my idea and generate wireframes.
Then I digitized the wireframes and created a responsive design for mobile, Desktop and desktop

Wireframe

High-Fidelity Design

Prototyping & Testing

With the desktop UI designs, I wrote a usability test plan and made a mid-fidelity interactive prototype in Figma for in-person usability testing. It was important to test whether my decisions around information architecture, content strategy, interaction and visual design were easy to use by the target audience. it was time to observe how users interacted with my designs and gather some feedback, then use that information to iterate!

Objective

• Observe how users interact and navigate through the website
• To understand in which elements the users use and what is more important to them. Do they use search bar to find products or the navigation bar? Do they use the Wishlist button? Etc.
• Assess overall impression and the experience of the website
• Observe how efficiently users can add an item to their shopping cart from a product page
• Understand how user navigate and search product
• Get an idea to improve the navigate and the checkout page

Affinity Map

With all the data and analyzing the results from the previous step, I built an affinity map that helped me understand the user's behavior and be ready to move on to iteration.

Priority Matrix

Using the following map, I was able to visualize the product and determine what features to invest in to gain the most value

Iteration

Based on user feedback, I added the following iterations to the websites1. The option to filter by price range was added
‍
2. The love icon (add to wishlist) added to the nav bar
3. Added a section on the product page with the recently viewed items
4. The color of the menu is changed to green to differentiate from the footer
5. Shipping and return policy button has been added to the checkout page