Smartchic ios mobile app case study Shanelle Roberts June 2016
PROBLEM STATEMENT PROBLEM STATEMENT How might we help women find clothing that fits their bodies, matches their style and fits their budget. Based on user research, one of the key themes that emerged was that retailers have failed to provide enough useful information to online shoppers to help them accurately find the clothing that they are looking for. HYPOTHESIS I believe that if we create a smart tool that provides shoppers with more relevant information about the clothing they are considering buying, it will enable shoppers to make better purchasing decisions.
HOW DID I ARRIVE AT THIS CONCLUSION? COMPETITIVE ANALYSIS USER RESEARCH PERSONAL EXPERIENCE
COMPETITIVE ANALYSIS TRUNK CLUB SUMISSURA MACYS ESHAKTI NORDSTROM REVENUE MODEL Subscription service to its customers, % of goods sold from the retailer/supplier. NICE QUALITIES Straightforward onboarding experience that gather s actionable data about the user. Current recommendations were reflected for the season of the year we are in and my current location. Personal stylist who you can talk with about what kinds of pieces of clothing you are looking for. Aesthetically pleasing, gives off an air of sophistication and exclusivity. COULD IMPROVE Onboarding steps were formatted for a mobile device, which on a desktop is a bit visually distracting. Recommendations seems to be a bit generic, not necessarily tailored to my body shape COMMENTS Requested an interview with the company to talk about their demo and their company. Waiting for a response. REVENUE MODEL Based off the made to orger clothing available on their web site. NICE QUALITIES Can customize your clothing to your exact measurements. Gives very detailed instructions on how to take measurements of your body to get the best fit. Can save your measurements and open them up on the mobile version of their app. Visual representation of when customization happens to an item of clothing. Change of the fabric updates on the manniquin. Samples, gift cards and measuring tapes are delivered for free. Supports six languages on the site COULD IMPROVE No reviews on the site COMMENTS trade off of buying a specific brand in order to get custom fit clothing REVENUE MODEL Retailer NICE QUALITIES Nice mix of designer and in house brands for the shopper to choose from. Buy online and pick up in store. Free returns. Gallery feature where cutomers can post pictures of themselves in their purchases. Allows users to share photos of themselves in the clothing they bought COULD IMPROVE The homepage graphic about the latest sale is a bit of an eye sore. Overall brand presence is minimized by the volume of content that the user is overwhelmed with. I would fix a header with the different departments + search to the top of the page after the user starts to scroll. Not all clothing details pages have a size chart attached to them. REVENUE MODEL Based off the pre-made and custom sized clothing ordered on their site. NICE QUALITIES Free return shipping has an iphone/android App Gives the user to option to order based on traditional sizes or for a fee customize it to user s measurements COULD IMPROVE Offer pants to the user to purchase, instead of just skirts, tops and dresses. Recommendations seems to be a bit generic, not necessarily tailored to my body shape. COMMENTS Delayed gratification - If customized, user will have to wait longer to receive the garment. trade off of buying a specific brand in order to get custom fit clothing REVENUE MODEL Retailer. NICE QUALITIES Company brand feels more refined and high end. Great variety of quality and designer label clothing. Free shipping. Free returns on all online purchases. Can shop on mobile devices as well as the desktop Good use of search on their web app. User reviews are insightful. COULD IMPROVE The true to size measurement feature is ambiguous. It needs better clarification as to what that means so that users can determine if it applies to them. Would appreciate more personalization of the customer experience as it relates to how to choose clothes that fit me and my style within my budget.
INTERVIEW NOTES
USER INTERVIEWS FINDINGS Current online shopping experience is painful in the following ways: Sizes are not consistent between brands It s hard to tell of the clothing I like will fit my body shape Product detail pages and reviews fail to provide enough relevant information about the clothing I am looking to purchase Retailers fail to notify me if an item in my wish list goes on sale or is in low supply Users want help putting outfits together based on the items they are viewing
PERSONAS I shop online to save time or to find out if the dress I ve been eyeing for an upcoming business event is on sale, in stock and in my size. Megan Megan works for a digital marketing agency managing the company s largest client - Capital One. She consistently has in person meetings with stakeholders, vendors, and team members to keep them on track so that they deliver the product on time, on schedule and on budget. This requires that she always dress professionally. Since having her second child, her body hasn t completely bounced back. This has left Megan with a number of clothing items she used to be able to wear, like her favorite pencil skirt, that just don t fit her anymore. Being a mother of two, leaves her with little time to go into the stores and shop for clothing, so she prefers to do her shopping online. AGE: 41 RESIDENCE: SAN DIEGO, CA PERSONAL LIFE: MARRIED WITH 2 KIDS OCCUPATION: PROJECT MANAGER EDUCATION: BA IN PROJECT MANAGEMENT INCOME: $145,000/year ANDROID OR IOS: IOS PC OR MAC: PC TECHNOLOGY SAVVY RATING: 3 OF 5 FAVORITE BRANDS: White House Black Market, International Concepts, Michael Kors, Vince Camuto, NYDJ, Trina Turk, Banana Republic FAVORITE RETAILERS: Nordstrom, Macy s FAVORITE ITEM OF CLOTHING: Michael Kors brown belted leather jacket MONTHLY CLOTHING BUDGET: $400 FRUSTRATIONS Lack of time to shop in person forces Megan to shop online when she can grab a spare few minutes. Finding prefessional clothing that fits her has been largely unsucessful since having her last child. She has a hard time figuring out if the picture of the clothing on the model will look good on her since they don t have the same body shape. Not having enough knowledge about the fabric and fit when buying clothing online - how sheer is the material, does it require dry cleaning, will it stretch... GOALS To find professional clothing that is on budget, matches her style and fits her in a timely fashion To know what flatters her post baby body shape To not spend a ton of time trying to find clothing she likes To be able to share recommendations about her successes and failures when trying to find clothes that fit her body with a select community of women Not being able to be notified when items in her wish list go on sale or when the items in her size are getting low in stock. Finding a great top or skirt that she loves, but not having anything else in her closet that goes with it, and not really sure what will look good with the clothing she s selected.
PERSONAS I shop online to save time. I don t want to spend a lot of money or have to get multiple sizes in order to find something that works for me. Sharon Sharon works for a Gamestop as a sales associate. She needs clothing that is durable and fits within her work s guidelines along with some fun outfits for date nights with her husband. Her curves have always presented her with a bit of a challenge to dress that still feels like an accurate reflection of who she is. She likes more edgy, bold clothing, but isn t willing to spend lots of money to acheive her style goals. AGE: 30 RESIDENCE: Okmulgee, OK PERSONAL LIFE: MARRIED OCCUPATION: SALES ASSOCIATE EDUCATION: Diploma INCOME: $35,000/year ANDROID OR IOS: Android PC OR MAC: PC TECHNOLOGY SAVVY RATING: 3 OF 5 FAVORITE BRANDS: Rock & Republic FAVORITE RETAILERS: JC Penney s FAVORITE ITEM OF CLOTHING: Rock & Republic jeans MONTHLY CLOTHING BUDGET: $60 FRUSTRATIONS Lack of time to shop in person forces Sharon to shop online when she can grab a spare few minutes. Finding tops that that fit her has been largely unsucessful since she is fuller figured. She has a hard time figuring out if the picture of the clothing on the model will look good on her since they don t have the same body shape. GOALS To know what flatters her curvy body shape To not spend a ton of time trying to find clothing she likes To find out what clothing works for other women of similar body shape and style Doesn t understand why finding a pair of jeans to fit her body is so hard. Even when she finds a brand she likes, the pants don t always fit her correctly.
SMART CHIC SOLVES THESE ISSUES BY smartchic PROPOSED SOLUTION Identifying key metrics about our users STYLE PREFERENCES BRAND PREFERENCES PERSONAL FIT GUIDE Customizing results & reducing friction ON SALE IN STOCK IN YOUR SIZE STYLE & FIT HELP ONE CLICK PURCHASE OF AN OUTFIT ALERTS FOR WISH LIST ITEMS USEFUL REVIEWS
MVP MINIMUM VIABLE PRODUCT Smart Chic s minimum viable product focuses on solving our user s goal to provide them with a seamless experience that they can take with them on the go. I chose to go with an iphone app as the targeted product delivery vehicle for solving this problem.
Key deliverables
USER STORIES
FEATURE PRIORITIZATION HIGH IMPACT One click to add outfit to shopping cart In app notification of an item in users wish list in users size going on sale Manage body measurements in app Sign in to account select favorite brands publish reviews to my social media accounts EXPECTED define personal style Sign up with social media invite friends to use app search for clothing in the app Get recommendations on other items that would work with the item of clothing I am viewing to help create better outfits In app notification of an item in users wish list in users size - inventory running low UNEXPECTED enter monthly clothing budget attach a photo to my review LOW IMPACT
USER FLOW USER DOWNLOADS THE APP USER CREATES A PROFILE USER REVIEWS HER PURCHASE ONLINE SYSTEM ANALYZES FEEDBACK & ADJUSTS RECOMMENDATIONS BASED ON USER S REVIEW SYSTEM ANALYZES PROFILE & MAKES RECOMMENDATIONS USER RECEIVES PURCHASE AND TRIES ON HER CLOTHING USER SHOPS FOR MORE CLOTHING OR USER SHOPS RECOMMENDATIONS USER BUYS ITEMS IN HER CART USER LEARNS MORE ABOUT HER BODY SHAPE AND HOW TO BEST DRESS IT USER SELECTS AN OUTFIT/ITEM OF CLOTHING USER ADDS ITEM(S) TO HER CART USER UPDATES PROFILE SETTINGS USER READS REVIEWS USER INVITES FRIENDS TO USE THE APP USER READS CLOTHING SPECS, CARE, AND FIT GUIDE USER FOLLOWS OTHER WOMEN WHO HAVE SIMILAR BODY SHAPES AND STYLES OPTIONAL
TASK FLOW BUYING AN OUTFIT USER SUBMITS THE ORDER TO THE APP SYSTEM PROCESSES ORDER USER TAPS SHOP SYSTEM DISPLAYS PREDETERMINED RECOMMENDATIONS USER REVIEWS HER CART, SHIPPING AND PAYMENT DETAILS CONFIRMATION PAGE DISPLAYS USER SELECTS OUTFIT USER ENTERS PAYMENT INFO USER TAPS BUY OUTFIT USER ENTERS SHIPPING INFO USER ENTERS SIZES FOR ALL ITEMS IN THE OUTFIT SYSTEM ADDS ALL ITEMS TO THE CART USER TAPS CHECKOUT
TASK FLOW TURNING OFF ALERTS USER TAPS SETTINGS ICON SYSTEM OPENS SETTINGS MENU SLIDER USER SELECTS ALERTS & NOTIFICATIONS USER TAPS TOGGLE BUTTON TO DISABLE ALERT
TASK FLOW EDITING THE USER PROFILE USER TAPS PROFILE ICON SYSTEM OPENS PROFILE PAGE USER SELECTS EDIT PROFILE PAGE USER UPDATES FIELDS IN PROFILE USER TAPS SAVE SYSTEM SAVES PROFILE DETAILS & UPDATES RECOMMENDATIONS IF APPLICABLE
SIGN IN / SIGN UP SITEMAP DOES THE USER HAVE AN ACCOUNT? NO CREATE ACCOUNT CHOOSE YOUR STYLE CHOOSE FAVORITE BRANDS ENTER MEASUREMENTS YES HOME SHOP SETTINGS PROFILE SEARCH TIPS - DRESSING YOUR BODY VIEW CART SHOPPING CART ACCOUNT SETTINGS VIEW PROFILE SEARCH RESULTS INVERTED TRIANGLE CHECKOUT WISH LIST PAYMENT SETTINGS EDIT PROFILE HOURGLASS SHIPPING CLOTHING DETAILS NOTIFICATIONS INVITE FRIENDS TOP HOURGLASS PAYMENT METHOD WRITE A REVIEW SIGN OUT FOLLOW USERS SPOON REVIEW CART PUBLISH A REVIEW TO SOCIAL MEDIA ABOUT SC LEGAL PEAR ORDER FAILURE NO IS PAYMENT PROCESS SUCCESSFUL? STRAIGHT DIAMOND YES OVAL ORDER CONFIRMATION
SKETCHES
CREATE A NEW ACCOUNT/ONBOARDING FLOW Welcome to Smart Chic Sign in or sign up Choose your personal style Choose your favorite brands Alt view of brands Enter your body s measurements Add account details system saving details/creating your profile home screen smartchic WIREFRAMES User presented with three sign in options and the chance to register if they don t have an account. User presented personal style options, cannot continue till at least one option is selected. User presented with alternative view of brands to suit their preferences. User presented with account details needed to finalize creation of the account. User presented with body measurements designed to help the app make smarter recommendations based on actual data provided by the user. User presented favorite brand options, cannot continue till at least one option is selected.
CREATE A NEW ACCOUNT/ONBOARDING FLOW COMPS Welcome to Smart Chic Sign in or sign up Choose your personal style Choose your favorite brands Choose your filter options Choose favorite department Enter your body s measurements Add account details Add account details - filled in system saving details/creating stores your profile home screen 2 1 3 5 4 User presented with three sign in options and the chance to register if they don t have an account. User presented with filter options to help find the brands they love more quickly User can select as many as they wish and the app will filter brands based on what those stores carry User presented with body measurements designed to help the app make smarter recommendations based on actual data provided by the user. User presented with account details needed to finalize creation of the account. User presented personal style options, cannot continue till at least one option is selected. Based on user testing results, I went with the scrolling option for brand selection with advanced filtering and search capabilities so the user can quickly find their favorite brands. Notes 1 Must select at least one style before moving to the next screen 2 3 4 5 Must select at least one brand before moving to the next screen must be a valid email address, otherwise display error message must contain a minimum of 8 characters, otherwise display error message button doesn t turn active till both fields have been correctly filled out User presented favorite brand options, cannot continue till at least one option is selected.
COMPS ALERTS & NOTIFICATIONS PRODUCT PAGES Menu slider alert & notifications settings wish list notification outfit details shirt delails dress details 1 2 Notes 1 Acceptance of an invitation is off by default 2 Wish list alerts are on by default
https://invis.io/xp7b9gl6r PROTOTYPE
TAKEAWAYS WHAT I LEARNED The interviews were critically helpful in identifying pain points and gaps currently missing in today s shopping experience Lack of standardization amongst designers contributes to consumer frustration on trying to find the right clothing for them Sales people were resistant to offer insight on how shopping for clothing could be improved Validating my ideas to see what is working and what isn t is extremely helpful in shaping how I organized my mobile app designs Going through the different design exercises helped me get a better picture of what the end product should be and how to best help the user meet their goals