INTRODUCTION TO HUMAN COMPUTER INTERACTION PROJECT REPORT

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1 INTRODUCTION TO HUMAN COMPUTER INTERACTION PROJECT REPORT Team 7 Members: Felipe Sturgis, Nick Baker, Kat Brittain, Faromarz Nasiri, Alexandra De Prendergast 1

2 Introduction... 4 Definition of the problem addressed... 5 Initial research undertaken... 5 Review of related work... 6 TOPSHOP... 6 SELFRIDGES... 7 FOREVER MARKS AND SPENCER H&M ZARA RIVER ISLAND ASOS MANGO VERY URBAN OUTFITTERS NEW LOOK NEXT DEBENHAMS JOHN LEWIS Analysis of User Requirements First Generation Prototypes Presentation of prototypes PROTOTYPE PROTOTYPE PROTOTYPE Prototype Evaluation Prototype Prototype Prototype Second Generation Prototype Evaluation of Tools for Constructing Prototype Progress from 1 st Generation Prototypes Prototype

3 Scenario A Scenario B Plan for the evaluation of prototype Prototype evaluation Persona/Scenario evaluation Heuristic evaluation Real user evaluation Results and Conclusions Summary and Recommendations Recommendations and considerations for next phase of development Summary of our achievements Analysis of our project and process Success of our approach References

4 Introduction The following project encompasses the entire development process of designing and/or improving an existing service in order to tailor it to the end-user. Through a series of tasks, specifically aimed to identify types of end-users and their specific needs, our team was able to challenge the market of a specific service and to transform it to suit the needs of the user. The following sections are going to outline our analytical process, as well as the design process involved in delivering a much better product. 4

5 Definition of the problem addressed The following project will address the issue of online shopping for clothes being time-consuming, non-representative of the majority of users who are trying to access it, and simply not a great service. From talking through our own experiences, the issue we found arose the most was that people don t usually know what size they should be picking in order to buy a nicely fitting piece of clothing that flatters their figure; also the fact. The following project will be focusing on women as the primary research group, as we feel expanding into both women and men would impede highly detailed analysis of issues in such a short period of time; focusing on both men and women would also require us to have 2 completely different control/test groups. We wish to research whether there is a way of creating a well defined, greater quality online shopping experience for women who are struggling to find good clothes that match their body shape and their measurements; also we are trying to create a service that would cut the time spent trying to navigate a badly-designed website. Initial research undertaken A survey was conducted to gauge the interest and views of the general population on their online clothes shopping experience. 49 participants completed the survey which consisted of 10 statements presented using a 5-point Likert scale, ranging from strongly disagree to strongly agree. Analyses of the results showed that overall, although over 50% of participants found it easy to shop for clothes online and were happy with the online clothes shopping experience, they also had a significant number of issues with the current online shopping websites. These include: Finding the models not being a good representation of their body type Having problems picking out their size when shopping online Having problems with clothes ordered not fitting well Not knowing what size they are in different brands Not receiving good enough advice/recommendations on what clothes suit their body shape The last statement presented to participants stated: I would be interested in using a shopping website that helps me pick clothes that match my body shape. We found that over 65% of respondents either agreed or strongly agreed to this statement. As these results show, most people have a lot of problems with the size and fit aspect of shopping for clothes online thus providing evidence for us to go forth and create a website which helps people overcome these issues. 5

6 Review of related work TOPSHOP Sizing charts and available help when choosing size Topshop have a detailed picture guide on how to measure oneself. Size calculator helps determine the size of a person in different clothing items, by inputting the measurements. Size conversion charts have a good comparison of UK sizes to other sizing systems, for example the S, M, L sizes. Also the approximate measurements in bust, waist and hips are given. As Topshop stock external brands as well as their own brand, the website has a sizing chart for each of the concession brands. For Tall and Petite clothes ranges, height guidance is given: Tall is for people of 5 7 and above height; Petite is for 5 3 and below. There are also recorded differences for sleeve, hem and top length. Model Sizes Most pictures of models do not allow to see anything above nose level, which can be quite difficult when trying to pick out a size some people may compare themselves (i.e. their style, body type, hair type) with a model when making the decision of purchasing the product. When viewing most products, the heights of the model, as well as size worn are indicated so customers can visually compare; however not every single product features that which is inconsistent. It may be of help to some people, but also can be hard for 6

7 people who do not wear standard model clothes in UK size 8-10 there is no way of telling whether a garment would look good on a larger person. Suggestions of similar products; complementary item details On the right-hand side, there are 3 products being suggested under the Why not try heading, however it doesn t always work - may be an issue with how the website caches in what you view worked at the start, and doesn t work on my laptop for some reason. There are no details on other products the model is wearing apart from the product in question this limits the customers in a way, as there is a high chance of wanting to purchase some of the complementary clothes. Interface Very easy to use and navigate. Good breakdown of the categories, also there are features of the latest trends and styles for the people who prioritise those. SELFRIDGES Sizing charts and available help when choosing size Big sizing chart for UK sizes comparing them with US, European and Japanese size charts. Model sizes Products indicate height of the model wearing the item, as well as the size worn. Some products have remarks in the Details tab things like True to size and specific lengths (e.g. trouser length) can be helpful when purchasing a product. Suggestions of similar products; complementary item details There are no suggestions of similar or alike products. Also there is no information about any extra items worn by the model in the picture. Seems like there is hardly any help with matching clothes to produce outfits. 7

8 Interface Easy to use, very interactive. The top is divided into tabs like Women, Men, Shoes, etc and there are further subdivisions into garment types and separation of clothes by their brand. FOREVER 21 Sizing charts and available help when choosing size If one looks at the general menu for Sizing charts, there is a little conversion chart that doesn t seem that convincing. However, within each product, there is a highly detailed sizing chart. First, there is division into the collections all Forever 21 products are divided into: Forever21, Plus, Love 21 etc. Then, there are categories of clothes for example, Tops and Bottoms. Within those, there is a good comparison of international sizing guides and also tips on how to measure oneself. A very good feature Forever 21 has is the Plus category it has its own sizing chart. 8

9 Each product has detailed measurements specific to that item. Each model s face is displayed, which lets the customer associate themselves with the model and see if their body type, hair type, face shape would match the product he/she is looking to purchase. Model Sizes There is a wide range of models on the website both skinny and plus size. This obviously makes it a lot easier for plus size women to choose and purchase clothes. Every model has his/her own profile where all the measurements are displayed - they include: height, bust, waist, hip and also what size clothing is worn. Suggestions of similar products; complementary item details There are no suggestions of similar-looking items and also no complementary item, worn by the model, has its details specified. However, Forever 21 have a category in their menu named Shop by and it is possible to choose outfit from the drop-down menu. This opens up a window where a customer can choose a look he/she likes and every item in the outfit is specified down to accessories. 9

10 Interface Easy to use interface, fairly well divided into categories. The website possesses an advantage of accommodating for plus-sized women, as well as giving the option to choose an outfit as a whole. MARKS AND SPENCER Sizing charts and available help when choosing size There are size guides for everything. The size measurements are easy to understand, with good tips for how to measure yourself. Model Sizes Different models are used, similar body-sized. Variety of different ages is presented, which would help older women. The size of the women however is much the same and therefore wouldn t help someone who was either a bigger build or of smaller stature. There is a difference between the plus sized models and the petite sized models, however it is not drastic. It would still be difficult for someone of the higher range of sizes to choose what clothes would suit them best, based on how they look on the model. 10

11 Suggestions of similar products; complementary item details M&S do edits which have different topics - for example, New Year, new You shows sportswear one could buy. The products complement each other, so one could buy an outfit. However, it doesn t take into account the user s size and what would suit them, but is more of a general style guide. M&S also do collections of outfits that are based on themes. When the user clicks on any item of clothing, on the right hand side there are suggestions of other items which would go with what has been selected. Below are items that other customers viewed after viewing the selected item. Furthermore, there are screenshots from My style advisor - it asks for an estimate body shape, height, weight, eye colour, skin colour, age and user preferences. This is really good in comparison to other websites, however it does not seem to take into account that many body shapes. If someone is very large or very small, it is harder for them to imagine what the Style advisor would suggest. It would be good if they had models that fitted each style. The website also allows putting user size in for Topshop and comparing it to the sizing for M&S. 11

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13 Interface Easy to navigate however there is an incredible amount of choices. It is quite overwhelming when trying to make a choice. H&M Sizing charts and available help when choosing size Good size chart with lots of information. Model Size There are pictures of both the item of clothing and the clothing on the model. All the models are very tall and very skinny. No variety can be seen, in particular only white models are seen they also all look around the same age. Plus sized clothes are on bigger models but they are not huge - look around size 14 maybe 16 at a push. Different race models in the plus sized section. Suggestions of similar products; complementary item details They have a Style with section which lists clothes that would complement what the user has chosen. They also have a similar section where one can pick clothes that are similar to the item you have already chosen. 13

14 Interface Quite a simple user interface, nothing that is not a good design but a lot of scrolling can be expected from the user. ZARA Sizing charts and available help when choosing size Very easy to use sizing charts, quite detailed. Model Size Skinny and tall models predominantly displayed on the website. They do different positions so you can see the clothes from different angles, however there aren t many different people showing the same item of clothing. No plus size clothes or models at all. Suggestions of similar products; complementary item details No suggested clothing. No help in picking an outfit. It seems like the site presumes the user knows exactly what they are looking for. Interface The Zara interface is quite average, very uncomfortable to use as the font size is very small. Once a category has been selected, the user has to scroll down through a series of big pictures this is not the best user-friendly website. RIVER ISLAND Sizing charts and available help when choosing size The sizing chart is not very easy to read and could confuse the customer. River Island does offer advice as to where to measure for each part of body. This is a positive way in which women can feel less confused as they will be able to check their exact size and know that they are measuring the correct area. Model Size Models are not used, just mannequins; however the mannequins are very thin. There is an in the fact that the website gives a standardized body shape, but no other options for different body shapes. Would have to be a complete guess, if women wanted to buy a product just seeing it on a mannequin Suggestions of similar products; complementary item details River Island offer a wear with this part to the right of the screen once the customer clicks on a certain item of clothing. This could help the customer decide what to wear the item of clothing with and is a good idea in trying to sell other products. 14

15 Interface Home page is very cluttered with lots of different options and it is very confusing to navigate. ASOS Sizing charts and available help when choosing size Size guides seem to offer smaller sizes throughout. They offer 4 different size guides based on the clothes they sell. They include Standard, ASOS Petite, ASOS Curve and ASOS Maternity. This does give the customer more scope on linking their size to the type of clothing that they plan to buy. Model Size Different models wearing different clothes, however the same issue arises with all the models being thin. The issue would be that only one body shape is wearing the clothes that a customer would want; they may want to see how it would look on a model of a body shape, which is more closely attached to their body shape. Suggestions of similar products; complementary item details ASOS offer a Complete the look option to the right of the website which links different clothes, shoes and accessories that the model is wearing. Not only this, but ASOS also offers a We recommend next to the dress to help the customer see more products that they may like. Interface When viewing items, Asos gives a simplistic and easy to read layout. Asos also has an added option of view the catwalk option, which brings up a video of a model wearing the clothes. This could help the customer decide whether the item of clothing would be the right fit or not. MANGO Sizing charts and available help when choosing size Very small numbers for inches in the sizing chart. Still, a good explanation of How to measure myself is given, showing the areas to measure and how to measure the correct area. The sizes only go up to about UK 16, some cases to even UK14. 15

16 Model Size All models are very thin, with no variety in body type. Very thin legs and body, does not help a variety of customers who may want to see what the clothes would look like on different women. Mango does have one section called Curve which is for women sized up to 22. However, it is difficult to find as it is near the bottom of a drop down menu in the women s clothes section Suggestions of similar products; complementary item details The website allows the customer to view the other clothes that a model is wearing, which is a great positive. It also gives the option of buying all the items that the model is wearing with the Completing the outfit feature. Layout The website offers different added filters with the type of clothing that would match what the customer desires and let the customer search for products easier. It is quite simplistic and bright-coloured, which appeals to the online shopping market. VERY Sizing charts and available help when choosing size VERY provides a size guide and extensive measuring guide to help customers determine their clothes size. The size guide provides measurements in two units of centimetres and inches. Measurements are provided for sizes 6 32, for the bust, waist and hips. Furthermore, sizes ranging from petite to tall are provided for leg length and inside leg. The measuring guide displays diagrams to help customers in measuring themselves to determine their sizes in clothing, dress length, lingerie and footwear. The clothing diagram shows the key points of the body to measure such as bust size and waist, and gives the instructions to measure them. The dress length guide uses a 5 6 model to represent different dress lengths. Moreover the lingerie guide provides illustrations of the band size and cup sizes to help determine lingerie sizes. Lastly a footwear size guide also gives instructions and illustrations for choosing shoe sizes. Model Sizes A range of models can be seen on the site representing different body shapes and sizes. As well as the plus sized, petite and tall ranges, some clothing lines are designed specifically with certain body shapes in mind such as Holly Willoughby s range, which caters for fuller figures. However, the same image of the same model is used for both the main and tall range products; perhaps a tall model could be used for better guidance and show how the dress differs. 16

17 Suggestions of similar products; complementary item details For each product viewed on VERY, alternative products in a similar style are suggested on the right of the page. For example if a blazer is viewed, alternative jackets and blazers are also suggested to customers. Also, complimentary products are suggested to customers, these maybe items that the model is wearing or other items which may suit the current product being viewed. As in the blazer example, complimentary items such as a handbag, necklace and trousers are presented to the customer. The option to buy the product and all of its complimentary items together is also provided to the customer. Interface The VERY website provides a simple interface with many options provided on the screen, and many drop down menus. However this may be disadvantageous to some as it may be seen as providing too many options and too much text at one time. What s more, the simple pink and white colour palate may be seen as quite boring and only attempting to attract women even though they provide an extensive range of menswear. However, the home page does provide a good range of categories to potential customers such new trends, sale items and others. URBAN OUTFITTERS Sizing charts and available help when choosing size Size charts are provided in their own dedicated page for both men and women and for a variety of categories; like the VERY website these can be seen in cm and inches measurements. Furthermore, the sizes are provided in terms of numeric sizes of different countries, and in terms of bust, waist and hips. Six categories of clothing are provided, each with their own size chart, therefore providing extensive detail on finding your size. Also, each category has its own measurement guide with instructions and diagrams to help customers measure themselves. The charts are well designed and easy to use but could be further improved by displaying images of models that portray what the different numbers equate to in terms of actual people. Model Sizes The sizes of products offered range from extra small to large. As Urban Outfitters is aimed towards a young market, the models wearing the products are all young and slim. Although large sizes are offered, plus size models do not tend to be represented, nor do petite and tall models. In the product details, the size and fit of the product are displayed giving information on what size the model is wearing and the height of the model. Suggestions of similar products; complementary item details No suggestions of similar or complimentary products are provided which is an area which can definitely be improved on. The only option provided is the ability to see more products from the same brand. 17

18 Interface A user friendly and enjoyable interface is implemented, utilising the entire screen whereas other websites such as VERY leave a lot of space blank around the sides of the page. Drop down menus provide a variety of options to choose from, and also reduce the amount of information on the screen at one time. Moreover, the ability to use the option of quick look on a product allows the user to view more details on a product without going onto a different page. Colour, brand, size and type options allow the user to refine the search to suit their needs and find the product they are looking for with greater ease. NEW LOOK Sizing charts and available help when choosing size Provide separate size guides for womenswear, menswear, teenswear, kidswear and a guide for wash care. Also give simple and clear instructions on measuring different parts of your body, but do not provide diagrams or illustrations on either the sizes or measurements. For Womenswear, there are size charts containing information on sizes in UK, Europe and USA for the bust, waist and hips. Measurements are provided in both cm and inches. There are a variety of size guides, such as women s clothing, women s petite, women s bra and others. Charts provide enough information but are not interactive in any form, do not provide any diagrams and having all the information in one page can be over-bearing. Model Sizes On the pages displaying many products, products are shown on their, not worn on a model or mannequin. However, placing the cursor over the image of the product changes the image to a model wearing the product. Models tend to be young, slim and of average height, but the site contains a dedicated sections for plus sized, maternity, petite and tall clothing. However, none of the dedicated sections contain models wearing the clothes, rather just showing the clothes on their own. Products showing models wearing the clothes contain information on the size of the model, in terms of UK, EU and US sizes and also provide the height. Suggestions of similar products; complementary item details No suggestions of similar or complimentary products are provided which is an area which can once again be improved on. Although, at the bottom of the page the recently viewed items of the user are displayed to save backtracking to different sections of the website. Interface A simple, friendly, and easy to use user interface is implemented, providing latest, trends, offers, sales and what s new on the homepage, with drop down menus to access different sections of the website. A range of filter options are provided to help with 18

19 refining searches. Dedicated categories for different sized women help reduce the time spent looking for them by refining searches. NEXT Sizing charts and available help when choosing size Normal 6,8,10 sizes are provided. Sizing guide provided seems clear with measurement of key areas all there. They provide special fit clothes for petite, tall, plus fit and pregnant women, and these are well explained in the guide. Model sizes Different models are used, but all same body size very slim, average height. It would be difficult to imagine the clothes on anybody with a different body size, weight or someone with a tall or small height. When you click one of the special body size options so it filter the clothes, for example to only 'plus size' clothing, the models are the same and the clothes are not shown in 'plus size' models, just the normal ones. Suggestions of similar products; complementary item details Next organizes its clothes in Collections, which are outfits, based on themes such as 'casual', 'going out'. They offer outfits, or if you search a specific piece of clothes it shows it on a model and always offers links for the other clothes worn with the viewed item. Interface Quite easy to navigate DEBENHAMS Sizing charts and available help when choosing size The sizing chart much is not well explained, the website only provides one chart in a grid format. They offer a 'Style advice' service that one can sign up for. It asks you to input your body shape with lots of preferences and body details. This looks really good and suggests suitable clothes. However, when the user reaches the recommendations, models of the same are still displayed which just defeats the purpose of querying the user s body shape. Model Size Models are all same size. Lots of pictures focus only on the item of clothing in close up, which brings up the issue of not seeing how the clothes look on a person. Even on the style advice app, the models displayed are skinny, not suited to the profile the user has initially provided. 19

20 Suggestions of similar products; complementary item details The photos on the website focus solely on the clothing in question this wasn t ideal as it doesn t give the customer an idea of the clothing in an outfit, what it may go with or what it looks like on a person. Complementary clothes were not suggested. They did offer a 'Customer also looked at' for similar-looking clothes. Interface The website seems to have lots of things going on at the same time, which is quite confusing for the user. The categories of clothes seem to be reasonable, and they further divide into narrower categories. JOHN LEWIS Sizing charts and available help when choosing size The sizing charts differentiate with respect to different clothes, John Lewis offers the different sizing charts depending on the clothing item type and its brand. Even though this is used to help the customer, it could be seen as confusing as the customer would have to check three different sizing charts if they were looking at 3 products of different makes. This shows one of the key issues with sizing charts and online clothes shopping. Model Size No differentiation between sizes of models. All models displayed are very skinny, there is an inconsistency with some clothes being worn by a model and other not. This could confuse the customer even more as they cannot see how that item of clothing would look on anyone. It could be seen as too much of a risk to buy an item of clothing, where not a single person wearing it can be seen. Suggestions of similar products; complementary item details John Lewis doesn t offer an option to buy the rest of the clothes that a model is wearing. This could and would frustrate a customer wanting to complete a certain look they re going for. It does recommendations based on what other customers have viewed when you click on a certain item, however this option is located at the lower half of the page and hence is most likely missed out by users. Interface There are inconsistencies within the website, with some fields and options located at odd parts of the website, which would not be normally noticed by users when they require those. 20

21 Analysis of User Requirements. Upon analysis of typical online shopping website users, we have ruled out three classes: 1) Female students aged between years 2) Middle aged women 3) Young professional woman The following personas and scenarios encapsulate the aforementioned user classes. Sophie Basic Information Age: 20 Occupation: Studies International Relations and Politics Brief Points In her overdraft Size 10 UK Into partying and fashion Busy student Scenarios Graduation Dress Interview Outfit Investment Purchase Where s Wally party Personal story Sophie is a 20 year old University student studying International Relations and Politics. She is a part of many societies and clubs, one of them is The Dance Society. Sophie is constantly overwhelmed by a lot of deadlines, and her tendency to procrastinate keeps her stress levels fairly high. In her spare time, Sophie enjoys going out to various parties, clubs and bars with her friends. She also has a monthly subscription to a few best-selling fashion magazines, where she gets all the top fashion tips and trends. As Sophie deeply cares about how she looks, she gets up early every day to pick an outfit for the day. 21

22 Graduation Dress Sophie is worried about the lack of time she will have for picking her graduation dress. She has many deadlines and exams looming before the end of her degree and is realistic in thinking that she will not have any time to go to the high street to buy a dress. She is also weary of the time consumption associated with buying a dress online. She needs an online retailer that will show her dresses in regards to preferences that she has previously inputted, so that she can fully focus on her exams and deadlines and not have to stress about how she will find the perfect dress for her graduation. Interview Outfit Sophie has been given an interview for an internship at Ernst and Young. She's never had an interview before and is nervous. She doesn't have any interview clothes so needs to buy an outfit that's appropriate but she also wants something that is flattering so she looks really good. The interview is in a few days time and with work deadlines and midterm exams, Sophie knows she won't find time to go in to town to find a perfect outfit. She knows that she has to look online for an outfit but is worried that parts won't fit properly. She doesn't have enough money in her account to buy more than one outfit and there isn't enough time to order one and send it back if it doesn't fit. She therefore needs an online retailer that will be able to show her interview clothes which would fit her shape. She wants an application where she can really get a feel for how the clothes look on her. Also as she will most likely need several items to make up the outfit, she wants to know that these items look good together. She wants a service which can recommend formal work clothes but also match them with other clothes that are similar. Saying this, she is tired of online stores recommending clothes which don't suit her body shape at all. She would therefore like a service which bases their recommendations on how Sophie actually looks. Investment Purchase Sophie wants to buy a pair of good-quality skinny jeans that fit her well. The jeans need to be of a monotone dark blue colour, skinny-fit, however they cannot be a jegging type where they are too stretchy and don t last long. In fact, Sophie is looking at a branded pair of jeans as she likes to follow the latest trends, however as she is in her overdraft, she cannot afford a very expensive pair. Either way, she will be looking at the websites of many high-street retail brands, desperately trying to find a bargain. Sophie wants the jeans to complement her dancer s legs this means she wants them to be quite skinny-fit and tight. The jeans need to be comfortable for everyday use, so she can wear them to university, especially the library. With the term being almost half way through, there are lot of deadlines to be completed by Sophie, so she needs a very quick way of finding the jeans and getting them delivered. Being a student, Sophie does not want to spend too much time on getting the jeans cleaned anywhere else but her own home, so the jeans need to withstand Sophie s inability to measure the appropriate amount of fabric softener when washing her clothes. 22

23 Where s Wally party Sophie has been invited to a party. It is a fancy dress party, and the theme is Where s Wally. Sophie has lectures the day before the party, and not enough time in the day to go around the shops she would need to visit to get all her items i.e. red stripe top, braces, some shorts and glasses. She therefore decides using online shopping she can save time and get all the items from one place. Anne Basic Information Age: 60 Occupation: housewife, mother of three children Background Active and social Not comfortable with using technology Finds it difficult to shop both online and in the shops Scenarios Son s Wedding Wants to buy something for her daughter Wants to replace old worn-out clothes Personal story Anne is a 60 year old woman, who looks quite young for her age. She has many friends who are younger than she is, however she does not find they are of help when it comes to clothes shopping. Anne wants to look fashionable, but she is very self-conscious about how her appearance and age. She is also worried about embarrassing her children with how she looks or behaves in the clothes she wears. When it comes to shopping, she finds that none of the high-street shops are good at helping women like her to pick out outfits. Anne will go online and browse the clothing websites from time to time, but she never buys anything in the end due to not knowing how an item will look like on her figure. She also needs help with styling and colour matching. 23

24 Son s Wedding Anne would like to find a dress for her son s wedding, she has tried to look at a few high street shops but finds that the clothes they provide for her age range are not very fashionable and she wants something that would make her look younger and fashionable. She doesn t want to look in shops aimed at younger women as she feels embarrassed she ll stand out and the clothes might not fit her. Therefore she wants to find a dress online and know how it would fit her without much hassle, from the comfort of her own home. Wants to buy something for her daughter Anne wants to buy an outfit for her young daughter s birthday. However, she is constantly worried about if her daughter will like the items of clothing that she wants to purchase as she has tried to buy clothes before for her daughter, but they either never fit or aren t the right type of style that the daughter desires. Anne is also cautious about buying things online as she is worried about the quality of clothing and also if the clothing will look good on her daughter. Anne needs somewhere online which is easy to use, will give her confidence and will give her advice as to what she should buy for her daughter. Wants to replace old worn-out clothes Anne wants to replace her worn out clothes which she's had for years and don't fit well anymore. She wants a new look however is apprehensive of trying anything too out there as she doesn't want people to make fun of her. She doesn't want to buy individual pieces of clothing but rather clothes that can mix and match to make full outfits so she knows she has staple outfit choices for each day. As she's got older, she has felt even more self conscious of her body. She wants an outfit that suits her size and shape and also hides the bits that she doesn't like - especially her tummy and arms. Not only this, but she wants outfits that are appropriate for her age. She wants the online retailer to be able to access her shape and recommend clothes that would suit her exact body type. She is not a skinny 25 year old and therefore cannot see herself in the clothes the models are wearing. She wants an accurate representation of how the clothes would like on her. She also wants advice on what clothes would go with each other. Preferably, she'd want to be able to see the clothes together on models so she could see how they would look together. 24

25 Belinda Basic Information Age: 29 Occupation: Lawyer at a top Law firm in the country Background Size 16 UK Lives in London Doesn t like being compared to very thin models Single Scenarios Blind date Work Christmas party Weekend away Personal story Belinda is a 29 year old woman from London; she is one of the best lawyers in her firm hence she works long hours a week. She is single due to her job demanding a lot of her time, however she feels like she needs to settle down and get into a long-term relationship. This is why she is an active user of online dating websites in the hopes of finding the perfect candidate for her. Due to the lack of free time, Belinda does not get to update her wardrobe often, even though she has a lot of disposable income available to her. She loves the idea of online shopping, but the models act as a constant reminder of her not fitting the standard model size, even though her size 16 is a UK average woman size. Previous experience of using online shopping websites has proven that it is hard to find something for her, and most of the time she ended up sending the purchased items back. On the weekends, she likes to volunteer in the local area and drive out to hill walk in the countryside with her friends. 25

26 Has a very busy week, but knows that has a blind date at the end of the week but has no time to get a new outfit Belinda works long hours at a Law firm, so she rarely has time to go shopping. Although not a fan of online shopping, she has to rely on it as she has no choice in the matter. She would like a user-friendly website that has a specific section for plus size women, as she feels like she can relate to the models more and stands a better chance of finding something that suits her. Belinda has a big problem when she buys clothes they don t fit her in all the places, so Belinda would be quite happy to key in her own measurements and find a going out outfit based on those. Having no real experience in picking out clothes and a very dated wardrobe, she would prefer to buy outfits as a whole where she can specify her own measurements and sizes. Availability of disposable income poses no issue to Belinda, and she is ready to pay good money for a good outfit she can wear on a blind date, considering she is looking for a long-term partner. She would like to look attractive, fun but also smart as she likes to be thought of as a smart and interesting woman. Belinda would be interested in acquiring matching accessories to go with her outfit as well. Work Christmas party is coming up, but she does not want to go out onto the high street during pre-christmas time Belinda has her annual Christmas party for the law firm she works for on Friday. She doesn t have anything in her wardrobe that she wants to wear, and she wants a new dress that will dazzle. There is also a colleague whom she wishes to impress. She doesn t want to head to the high street as because she is looking for something specific, and she s afraid they may not have her sizes in some of the shops and feels embarrassed asking, and thus she is looking to shop online for something her size. Weekend away Belinda is planning a weekend away with her friends and she needs some casual clothing as all she has is work clothes. She wants to find some clothes that can be used for a variety of activities during the day that also fit her well so she can feel comfortable during the day, not worry about how she looks and spend her time enjoying the trip. Due to time constraints of being at work for most of the day, she doesn t have time to look in high street shops and wants to look for her clothes online using a service which can show models similar sizes to her wearing the clothes that she wants to buy. 26

27 First Generation Prototypes Presentation of prototypes PROTOTYPE 1 In this prototype the homepage presents users with five different body shapes to choose from. Choosing a body shape at this stage will alter the clothes shown in future pages to those which suit the chosen shape. If the user does not want to pick a shape at this stage, they have the option to skip ahead and see all the clothes that are provided. Users can also select to login or signup by selecting those options at the top right of the page. Next, the users can refine their search by clicking on different categories of clothing such as tops, bottoms, dresses etc. Each category shows its name and a picture of a typical item from that category. Alternatively, the user may use the search box in the top right hand corner to search for a specific item they are looking for which saves them time from looking through different categories to find what they want. 27

28 On this page, users can further refine the search for the items they are looking by choosing a sub-category of clothing such as selecting T-shirts or Jumpers from the Tops category. The top of the page shows the user what category they are currently in and also has a search box to allow users to type in and search for what they want. The next page will then present the clothes to the user. 28

29 PROTOTYPE 2 In this prototype, users can enter their measurements into our system, which will calculate the body type closest to theirs, and dispaly clothing on models of the corresponding body type. On the first screen, users have the choice to enter the body size window, or skip this stage and view clothes as seen on normal online shopping websites. Below, the body measurement page is displayed. Firstly, a pop-up allows users to sign up so they can save their details on the website. Under this log in/sign up window, we see the prototype body size feature. Users can enter their measurements for waist, bust, hips, height and in-seam then click Generate, where the body avatar seen on the left is adjusted accordingly. They can then further customise the body shape with the arrows seen next to the avatar to achieve a closer representation of their body. 29

30 After entering their body size, users are taken to the home shopping screen, where they can choose from categories of clothes, fashion week essentials, and features on at the time. When clothing is selected, the pictures shown will be of the clothes on models similar to the size of the customer. 30

31 If the customer has chosen not to proceed with the measurement model, and they only want to browse the clothes they can use the option of seeing the models of a certain size (perhaps similar to choosing the items one wants from the easily laid out categories their own size) to give a better representation of how the garment would look. PROTOTYPE 3 In this prototype the homepage presents the user with the main option being to take a photo of themselves and upload it to the site. It's explained on the homepage that the photo is being used in order to improve the user s search results. It will also give the user an option to save their photo in case they are to return to the website at a later date. In order to do this, the user must either sign up or, if already registered, log in. Once the user agrees to the photo being taken, the site would then let the user mark out on their photo where parts of their body are so the website knows where their head, waist and hips are. The photo will be used to superimpose the clothes onto the user s body. This is to give the user a better idea of how the clothes will look on them. The option to search allows the user to look for clothes shown on models rather than upload a photo of themselves. 31

32 With the user s photo uploaded on to the website, they are now able to pick and choose clothes that they desire which will be superimposed on to them. If they have opted for the search option and did not want to upload their photo, the clothes will be shown on general models. 32

33 Prototype Evaluation The process of evaluation our first generation prototypes will firstly include identifying advantages/disadvantages through the team discussing the prototypes. Secondly, we evaluate the prototypes by checking how they deal with the scenarios of all our personas presented in the Analysis of User Requirements section. Prototype 1 Prior analysis The first prototype emphasises the use of body shapes, as chosen by the user to provide recommended clothes for them that complement their body shape. This may be implemented by including the complementary body shapes on each of the product pages, which work to filter them when a body shape is chosen at the first page, and provide guidance to users who may skip over the first page but would still like to know what body shapes the item suits. Pros Allows users to find clothes which are complementary to their body shape Simple user interface means it is easy to use and find what you want, especially for users who are a little computer illiterate. Easiest to implement out of all the prototypes Cons Some users may feel that their body shape does not fit in with the five that are provided This implementation requires someone to know what body shape each item of clothing will suit. This may require each item of clothing to be worn by models of each body shape, which may be costly and very timely. No guidance is provided on how to determine what body shape you are. This can be fixed by the use of size guides Interface is lacking at this stage, no links are provided to pages for contacting the company, terms and conditions, delivery information, FAQ s etc. No implementation is provided for a user who may wish to select two body shapes and see all the clothes that complement them. A page with new products, trends and sale items would be useful to customers who aren t looking for a specific item but are just browsing or want to see what s new in women s fashion. 33

34 Persona/scenario evaluation Sophie (Student) Pros Sophie likes the fact that she can quickly chose her body shape and it will filter out the clothes that suit her body shape the most It filters out clothes that don t suit her body shape, avoiding disappointment It is easy for her to narrow her search to specific items which is what she needs She finds the website very easy to use of the website and loves the clear layout Cons No mechanism for searching for patterns i.e. stripes Sophie does not have much time, as she has a lot of deadlines coming up so sitting there trying to guess her body shape will be time-consuming. She would like the ability for the website to remember what she has looked at before and wants to have the option of putting a mark by the dresses she has seen and liked. She would also prefer an option where she can compare dresses on one page instead of having to open many different tabs. Sophie wishes that the website saved the options (such as body shape) that she has previously chosen so she did not have to repeat the whole process when she visits the website again at another time Sophie wishes there was a formal/work attire option on the site, so not just splitting the items up by clothing but also by occasion. Anne (Middle-Aged Woman) Pros She really likes how there are different models portraying the clothes. It makes her feel more included. Picking a body shape instead of shopping at websites/shops catered for older women means Anne can find clothes that will suit her irrespective of her age Anne thinks she knows her daughter s body shape and is happy to see models with that body shape wearing the clothing items. The category layout make it easy for Anne to use even though she is not very computer savvy Cons For buying a present for her daughter, the body shape system would not be applicable if Anne doesn t know her daughter s body shape. She would like a recommendation option so that she can buy clothes which complement each other. She finds searching through so many clothes quite tedious. She would like an option where she can like or dislike clothing and the website shows her choices based on her preferences. 34

35 Anne wants an option for outfits - examples of tops, bottoms and shoes that all go together for certain styles. - Again something that fits her shape. The search function must be advanced enough to recognise terms like wedding dresses otherwise Anna would have to go through many pages of dresses just to find one s suitable for a wedding Even though the body shapes would help with seeing how the clothes would fit her, older models would be required to give a fuller picture for Anne Belinda (Young Professional) Pros Choosing her body shape will also allow her to see models that are her body shape and see how the clothes she picks will look on them and therefore how they may look on her Belinda can get more of an idea of what the clothes may look like on her Takes some of the uncertainty out of the purchase and lowers the stakes, as she has no time to correct the purchase if the dress isn t suitable Simple interface allows her to choose the items she wants from the easily laid out categories e.g. maxi dresses Cons She may feel that none of the body shapes are actually representative of her own There is a high possibility that Belinda will not enjoy classing herself as a certain shape from the ones provided. The prototype does not provide a feature of combining clothes into outfits, which would suit Belinda s needs perfectly. The website does not have a specific section for Plus Size women, so even though the website filters out options that do not match Belinda s body type, she may still struggle finding clothes that will be her size. The items of clothes she wants may be filtered out if she chooses one body shape over another even if she wouldn t have minded wearing it anyway Prototype 2 Prior analysis This prototype uses entry of accurate measurements and the body avatar to enable the user to get an accurate representation of their body shape rather than a broad one. It will only show clothes that will fit that person Pros Allows users to find clothes which are complimentary to their body shape Allows for extremely accurate/tailored body shape, more so than the 1 st prototype Customers know that any clothes shown are available in a size for them Users get a more accurate idea of what clothes will look like on them 35

36 Cons Although we get detailed info on each users body shape, we can only have a certain amount of different shaped models so some of the detail will go un-used Users have to measure all parts of their body Computer illiterate users may not enjoy having to enter so much info Persona/scenario evaluation Sophie (Student) Pros It filters out clothes that may not be available in her size, avoiding disappointment This prototype will let Sophie pick out a perfect pair of jeans, as she can adjust the waist and inseam length arrows to fit her body shape perfectly. If Sophie chooses not to proceed with measuring avatar, then she can easily proceed to the window with all the clothes displayed in drop-down menus and navigate from there. Sophie can sign herself up for the website so her measurements stay in the system and she doesn t have to do it every time she searched through the clothes. Cons Sophie likes the idea of inputting her exact measurements as it means that the likelihood will be that she will not have to send her chosen dress back. No mechanism for searching for patterns i.e. stripes Time consuming shape entry not necessary for a wear once fancy dress item Lots of items she is searching for are accessories so again, detailed body shape unnecessary The time spent on working out how the prototype works wastes time and Sophie has a lot of work to do this is not helped by the fact that she is a big procrastinator. She doesn t like the crowded layout of the main clothing page and finds it hard to work out where she can find her perfect dress. Sophie wishes there was a formal/work attire option on the site, so not just splitting the items up by clothing but also by occasion. 36

37 Anne (Middle-Aged Woman) Pros She likes the fact that the measurement feature will allow her to get accurate sizing in the clothes Anne like the clear first page that allows her to input her daughters details, if she is buying clothes for her, or go straight into viewing clothes for Cons She likes the dropdown menus that are offered to the customer too. She wishes there was another option to inputting her daughters details as she is not comfortable to ask for every measurement from her daughter and wants the present to be a surprise. Finds putting the measurements in tedious and over complicated. Wants something simpler. Finds the layout of the website quite messy and difficult to navigate. Not bothered about the fashion essentials, she just wants some nice outfits. Wants more of a style advisor role on the site She finds the measurement feature a little hard to use and isn t sure how to go about measuring herself. A measurements guide would be useful Belinda (Young Professional) Pros Doesn t have to compare herself to other body shapes which she dislikes. Takes some of the uncertainty out of the purchase and lowers the stakes, as she has no time to correct the purchase if the dress isn t suitable She knows all of the clothes she views should suit her, thus avoiding disappointment If she saves the measurements in her profile, it will take less time to search for the desired outfit Belinda has the option to avoid the measurement avatar and use the usual drop down menu Cons The home shopping screen allows her to find the latest fashionable clothes/trends but that also suit her Belinda is quite busy so may resent having to measure herself/having to spend time tweaking the avatar 37

38 Belinda cannot afford to spend this much time adjusting the avatar according to her body shape, so it will not seem like a good thing to get into If Belinda were to use the normal drop-down menus, there is no section for Plus Size women that would make searching easier There is no way of selecting the size of the models presented on the website, so Belinda will constantly compare herself to the skinny models and that does not make her happy. Prototype 3 Prior analysis The third prototype is our most complex idea. In theory, it would allow the user to see the clothes on themselves and would therefore achieve the goal of making online shopping easier. It focuses on giving the user a personal experience however depends upon them uploading the photo to the website. Pros Cons Allows users to find clothes which suit their body shape In theory, would solve the problem perfectly Works well with younger generations who are more eager to upload photos on the internet. Some users are not comfortable uploading a photo on to the internet The user interface on the home page does not give enough information to people who are not technically advanced. Could do with more guidelines. Interface is lacking at this stage, no links are provided to pages for contacting the company, terms and conditions, delivery information, FAQ s etc. There is a technical issue on how you would go about superimposing the clothes onto the photo. Clothes stretch when worn and it would be difficult to make it look realistic. You won't be able to see how the clothes fall on you. A page with new products, trends and sale items would be useful to customers who aren t looking for a specific item but are just browsing or want to see what s new in women s fashion. Research into superimposing clothes on to the user is currently too technologically advanced to work well. 38

39 Persona/scenario evaluation Sophie (Student) Pros Cons This prototype helps Sophie find the clothes that perfectly suit her body shape If Sophie were to upload her picture up, it would not pose much difficulty because she is young and used to uploading pictures onto social media She would feel comfortable enough in buying whichever clothes suited her best with the use of the photo. Not very necessary for Sophie s fancy dress items purchase Sophie does lots of online shopping so probably knows her size Even though she loves the idea in principle, she is still wary of the technological issues that this system may have and does not fully trust it. The time it takes to take the perfect photo for the system is also an issue with Sophie s time constraints. She finds the main page unexciting Sophie wishes there was a formal/work attire option on the site. Belinda (Young Professional) Pros Cons If it works, the best prototype for helping Belinda to be confident in her purchase, as she can see exactly how she looks in each item Belinda can save a lot of time later if she saves her picture on the website until the next time she decides to shop Belinda doesn t need to relate to any models on the website, and constantly compare herself to the models featured on it. Belinda would dislike having to upload a photo of herself Taking a good full body length picture will take time, and Belinda is too busy at work to spend this much time This feature may not ideally analyse features of Belinda s body, as she find that clothes don t fit her well in all places Belinda does most of her online shopping on her breaks at work or on her phone on her way home so it isn t always convenient to take a picture of herself if she wants an updated picture 39

40 Anne (Middle-Aged Woman) Pros Cons Likes the first page as it explains exactly what the website is trying to do. Likes the idea of the website. She'd love to see how the clothes look on her without leaving her house She could always find the clothes that suit her the most She needs her daughter to take a photo of herself if she wants to buy a present for her Feels this website is too technical and complicated for her and more suited to the younger generation. Anne does not trust where the photo will end up as security is a big issue for her. She doesn t have a good camera to upload a good quality picture of herself 40

41 Second Generation Prototype Evaluation of Tools for Constructing Prototype 2 After creating the first generation prototypes, evaluating them and getting the main recommendations we moved onto creating the second-generation prototype. Knowing that there were a great variety of tools that could be used to create the secondgeneration prototype, we set about evaluating the main options that were available to us. PowerPoint: Why was it used? We chose PowerPoint as it provides interactivity for the user, and also allows us to build the prototype effectively and efficiently. We wanted the prototype to be as interactive as possible at this early stage of the creation; we knew that PowerPoint would help us with this goal, also it is very easy to use so we are not wasting our time learning how to use it before actually making the prototype. We were able to create the prototype by print screening different website designs that we liked online and cropping the parts that we knew would make our website look closer to the finished product. Overall PowerPoint was the perfect tool to use for the prototype that we were trying to create. It allowed us to create the perfect amount of interactivity and it was easy to crop in sections from different online outlets, while also being able to edit and add parts that we felt were necessary. Possible Alternatives: Balsamiq Mockup was one of the possible alternatives to PowerPoint, but we felt more confident and comfortable using PowerPoint. Balsamiq Mockup s, interactivity is more in depth than that of PowerPoint, however it would have taken too much time to learn and be confident enough to use to create our second prototype. We also looked into using Photoshop to create the screens for our system and then implement them onto PowerPoint. However we felt that this might make the prototype too much like the finished version, which would distort our perception of where inevitable changes would be needed. In addition to this, nobody in the group was confident enough to use Photoshop so it would have been too time consuming to try using the tool. 41

42 Progress from 1 st Generation Prototypes Following the evaluation of the first generation prototypes, some features were good enough to be carried over to the second generation prototype, with potential refinements; the ones that did not seem to work that well were discontinued. Prototype 1 emphasises the use of body shapes, and the purpose of body shape selection is narrowing down the user s search results to the clothes that will suit that particular body shape. Even though this implementation requires the user to have knowledge of their body shape, its ease of use is a lot greater than most features in the remaining prototypes. It is important to stress that further guidance needs to be provided on the use of the available body shapes, perhaps small descriptions of each shape should be provided in the Help or Sizing sections. So it was decided to retain the body shapes feature, but more guidance will be provided to the users about how to actually determine their own body shapes. Prototype 1 also lacked in an Outfits section to aid users who would like to purchase an outfit as a whole, rather than having to browse through many tabs and windows searching for complementing items, so it is necessary to add an Outfits category into the available types of clothes available for searching. Prototype 2 seems to be quite accurate and useful for women who are not sure about what size of a garment they should purchase, however it is too complicated and takes a long amount of time to fill in. Mostly, the effectiveness of this feature relies on the user s knowledge of own measurements which nowadays is not always the case, so this feature was decided not to be carried over to the second generation prototype. On the other hand, the feature that allowed the user to save their own specs was decided to be carried over, as this would allow the users to come back and continue searching clothes according to their own details. Most users had an issue with comparing themselves to the models on the website in order to acquire some guidance in size choice. The feature of selecting the size of the models displayed in the search results was also chosen as one of the good features, because this would allow the users to identify with the models better. Prototype 3 was the only prototype that ended up being useless for the users, and most of its features were criticised by those who were not comfortable uploading their own pictures and users who did not want to spend their time making s low-quality picture and uploading it online. It was decided to transform the photo feature into a way of reviewing clothing items users can upload their own pictures wearing a specific item of clothing and also express their content/discontent alongside how well the item fits the size or shape of the user. Also, it was decided to add a Like/Dislike feature that allows the website to remember user preferences and try and match them with the clothes they will most likely like, and also it just lets the user save their preferred items in a Liked section. 42

43 Prototype Our second generation prototype shows a fairly basic representation of our website, made using Microsoft PowerPoint. Users first see the welcome page, as displayed below. They are prompted to choose a body shape from 5 choices. SIGN UP OR LOG IN Sign up so we can save your preferences! Welcome to Perfect Fit! Choose your size and shape so we can match the models to you! Choose your size! Choose your shape! SKIP PROCEED Users are also given the option to sign up or login in, so their choices are remembered. They are directed to the below page if they choose to do this. 43

44 SIGN UP OR LOG IN Sign up so we can save your preferences! Basket If you would like us to remember your search details, please use the windows below: Checkout RETURNING CUSTOMERS NEW CUSTOMERS We will now examine two examples of how the website prototype behaves for two different customer scenarios. Scenario A The customer is faced first with the welcome page, and chooses their size, and shape (size 12, pear shape). Choose your size! Choose your shape! SIGN UP OR LOG IN Sign up so we can save your preferences! Choose your size and shape so we can match the models to you! SKIP PROCEED 44

45 Choose your size! Choose your shape! SIGN UP OR LOG IN Sign up so we can save your preferences! Choose your size and shape so we can match the models to you! SKIP PROCEED There is also the option given to skip this process, and if chosen, the models shown wearing the clothes are randomised, rather than tailored to the customer s size. Next, the user is faced with a screen broken down into broad categories of clothes. The categories are chosen to be simple, clear and broad to make the shopping experience very simple and easy. They can also see on the left side the categories they have chosen up to that point and given the opportunity to go back and amend these. The user then selects Bottoms, and is brought to a breakdown of different categories of those. 45

46 SIGN UP OR LOG IN Sign up so we can save your preferences! You have selected: Shop by product Basket Checkout -Size 12 -Pear Shape Not right? Click HERE Bottoms Tops Accessories Outfits Dresses Shoes The skirts category is chosen, displaying the below screen, where clothes are modelled on women of size 12 with pear body shapes. SIGN UP OR LOG IN Sign up so we can save your preferences! You have selected: Shop by product Basket Checkout -Size 12 -Pear Shape -Bottoms Not right? Click HERE Skirts Trousers Shorts Leggings & Tights Jeans Sport 46

47 The left panel now contains filters, allowing the customer to filter results according to price, colour or brand. We also see a choice of clothes, with an option to like/dislike the clothes, adding them to a Liked clothes shortlist. When clothes are selected, users are taken to the below page(where the black skirt option has been chosen). SIGN UP OR LOG IN Sign up so we can save your preferences! You have selected: Shop by product Basket Checkout -Size 12 -Pear Shape -Bottoms -Skirt Not right? Click HERE -Brand Skater Skirt 8.00 Black Skirt 5.00 Striped Tube Skirt Price -Colour Leather Tube Skirt Full Skater Skirt Leather Pencil Skirt The choice is seen on a model of the customer s size 12, pear body shape. The models measurements are displayed to help the customer with their choice. There is also the option to view the other clothes seen on the model, in order to Complete the Look. Finally, users can see photos of other customers in the clothes, and choose to upload their own along with a review of the item (see below slide). 47

48 SIGN UP OR LOG IN Sign up so we can save your preferences! Black Skirt 5 Basket Checkout Complete the Look Models Measurements: Waist: 30 Height: 5 6 Hips: 39 Bust: 36.5 Size: 12 Add to Basket Click HERE to see photo reviews from users who bought this item or to add one yourself! SIGN UP OR LOG IN Sign up so we can save your preferences! User Reviews Basket Checkout Have you bought this product? Click HERE to submit a photo to help other users! 48

49 Scenario B In scenario B, we will show the websites progression for Belinda, a customer of size 18, apple shape. First, she chooses her size options SIGN UP OR LOG IN Sign up so we can save your preferences! Welcome to Perfect Fit! Choose your size and shape so we can match the models to you! Choose your size! Choose your shape! SKIP PROCEED SIGN UP OR LOG IN Sign up so we can save your preferences! Welcome to Perfect Fit! Choose your size and shape so we can match the models to you! Choose your size! Choose your shape! SKIP PROCEED 49

50 Redirection to the generic category selection screen She chooses tops and are given options within this category SIGN UP OR LOG IN Sign up so we can save your preferences! You have selected: Shop by product Basket Checkout -Size 16 -Apple Shape Not right? Click HERE Bottoms Tops Accessories Outfits Dresses Shoes Belinda would like to view Jackets, so is taken to a shopping screen for jackets where the models are the same size as her. SIGN UP OR LOG IN Sign up so we can save your preferences! You have selected: Shop by product Basket Checkout -Size 16 -Apple Shape -Tops Not right? Click HERE T-Shirts Strappy tops Jackets Hoodies & Sweats Crop Tops Jumpers 50

51 Belinda wants to use the like/dislike buttons to filter her choices and begin to create a list of her favourite items, so she logs in, and clicks dislike on the Black Blazer. SIGN UP OR LOG IN Sign up so we can save your preferences! You have selected: Shop by product Basket Checkout -Size 16 -Apple Shape -Tops -Jackets Not right? Click HERE -Brand Leather Jacket Khaki Round Neck Denim Phantom Jacket Price -Colour Sleeper Jacket Black Blazer Red Extended Blazer This option is then hidden from the display. She then proceeds to like a series of items so she can compare them together. She clicks on Belinda s favourites in the top right corner and is taken to the below screen. You have selected: -Size 16 -Apple Shape -Tops -Jackets Shop by product Belinda s Favourites Not Belinda? Click HERE to sign out! Basket Checkout Not right? Click HERE -Brand Leather Jacket Khaki Round Neck Denim Phantom Jacket Price -Colour Sleeper Jacket Black Blazer Red Extended Blazer

52 You have selected: -Size 16 -Apple Shape -Tops -Jackets Shop by product Belinda s Favourites Not Belinda? Click HERE to sign out! Basket Checkout Not right? Click HERE -Brand Leather Jacket Khaki Round Neck Denim Phantom Jacket Price -Colour Sleeper Jacket Red Extended Blazer Denim Jacket Displayed are items Belinda has liked while shopping on Perfect fit. She would like to purchase the Red Extended Blazer, so heads to the purchase page. Belinda s Favourites Belinda s Favourites Not Belinda? Click HERE to sign out! Basket Checkout Purple Low Cut Dress Navy Maxi Dress Patterned Top Flowing Blue Tunic Red Extended Blazer Blue Lace Arm Dress Continue Shopping 52

53 SIGN UP OR LOG IN Sign up so we can save your preferences! Red Extended Blazer Basket Checkout Complete the Look Models Measurements: Waist: 33 Height: 5 4 Hips: 42 Bust: 38 Size: 16 Add to Basket Click HERE to see photo reviews from users who bought this item or to add one yourself! 53

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