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Heuristic Evaluation
I started my research with a Heuristic Evaluation of the existing website. I used Neilson's Heuristics methodology and sorted each violation by its severity to help me solve problems quickly and efficiently.
Overview
MeUndies is an online subscription-based underwear and loungewear brand that makes garments for men and women. The company prides itself for providing excellent service and high-quality products. The goal for MeUndies is to promote body positivity, diversity and Individuality through their products.
Body Positivity
Diversity
Individuality
Challenge
MeUndies is looking for a new innovative way to attract customers who only shop for underwear and other apparel exclusively at brick-and-mortar stores and are still reluctant to explore online e-commerce options.
Solution
By creating an AR experience, shoppers will be able to see what a product would look like on their body type without having to go to a store. In result, MeUndies will gain a bigger fan base and a higher revenue.
Research
Discovery Phase
Research
Comparative and Competitive Analysis
To understand how MeUndies brand compared to its direct and indirect competitors, we conducted a C&C analysis. We compared a wide range of features before narrowing our scope to focus on body positivity, individuality, and diversity.
C & C findings:
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TomboyX, which shares the same vertical business model, appears to have very similar core values.
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Victoria’s Secret, the United States’ #1 brand in the underwear industry, has very limited diversity representation on their e-commerce website and social media.
Reaching out to the users
We proceeded to create and conduct user surveys. Through the initial online research, we found out that:
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50% of underwear buyers said that they shopped in a store
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When they buy underwear, they are generally purchased in quantity.
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The most important factors for users were fit and price.
Synthesizing Data
After gathering the survey results my team and I crafted a list of interview questions to gain a deeper understanding around users’ shopping habits.
Following the interviews, we synthesized the information we gathered to create an affinity map which helped us identify user trends.
What did the users say?
“Texture is really important. Part of needing to buy items at the store is about feeling all of them.”
-S.W., School Teacher
“The only reason why I buy underwear is because I feel like I don’t have enough.”
-A.H. Graphic Designer
“I like that I can get it that day.”
-T.H., Full-Time Caregiver
Insight
Define Phase
Insight
Pivot Moment
We discovered that the users want to shop at brick-and-mortar stores for two main reasons: tangibility and immediacy. Their shopping experience is tied to utility and need.
At this point we realized that MeUndies price point was an unexpected deterrent, so we decided to refine our target audience. These users shift their spending habits depending on priorities and think of underwear as more closely aligned to athleisure and fashion apparel.
After conducting another round of online survey and user interviews, and consequently creating a new affinity map, we discovered that the users are not just interested in simply buying things because they need them, they are interested in the experience of buying.
We concluded that shopping experience for these users:
Is a social activity
Is a form of therapy
Provides instant gratification
"I normally just buy things and then try them on at home and if they don't fit, I return them."
"I'm a big returner because I like buying things and that satisfies the need."
"I meet my friend and we just walk through and I don't even have a goal in what I want to buy... And I end up spending more than I expect."
User Persona
Based on all of our research findings and interviews, I created our User Persona.
Scenario
Jessie's often left uninspired with the same old shopping experience at brick-and-mortar stores. She wants to find a fresh new way to experience the social and entertaining aspect of shopping without having to go out.
Jessie's journey map shopping at brick-and-mortar stores
Ideate
Develop Phase
Ideate
Brainstorming Ideas
Keeping our persona and business goals in mind we ran a design studio to structure the key features and components of the app. Customization and a playful unique experience were prioritized as critical elements for connecting with our persona.
Early sketches were focused on emulating and improving the traditional dressing room experience, but later research showed our target audience prefers to purchase and try items on at home as a hack to avoid dressing rooms.
Wireframes sketching...
...and ideation.
So, we adjusted our paper prototypes to focus on providing a humorous dress up experience using avatar selection based on MeUndie's special edition prints including Star Wars.
The avatars could be adjusted in size and color, allowing for a unique interactive experience that would be more memorable than a regular dressing room.
Adjusting the user flow
After multiple rapid iterations and usability tests, we discovered that the users were delighted by the customization options and conversational selection feedback.
On the other hand, users were confused about late-stage menu navigation, finalizing their avatar and sharing options.
Visualizing the User Flow
Staying in line with MeUndies' customer acquisition plan, we eliminated shopping cart and direct-buy options in the current flow to emphasize the first-time experience interacting with MeUndies.
Instead users are given a constant entry point to the MeUndies website and can link directly to the product page for the product they've placed on their avatar on the shared screen.
Prototype
Deliver Phase
Prototype
High Fidelity Wireframes
We made the necessary changes and jumped into Sketch software to create
high fidelity wireframes for more usability tests.
Final Prototype
Again, we tested and iterated our design to deliver the final product. We used Principle software to make our prototype completely interactive.
Usability Tests Results
The usability tests revealed that users were delighted with the unique interactive experience. We also learned that the users wanted to have the option to purchase the full line of MeUndies products directly from the app.
Next Steps
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Build the e-commerce feature to allow users to purchase within the app
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Give users the option to take a selfie and add their own face to any avatar.
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Add more customization options and interactivity to increase user delight.
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