Figma, Invision, Canva
Online has become a popular shopping channel in recent years, but it is far from perfect.
During the Covid-19 pandemic, shopping behaviors shifted to index higher in online channels rather than in-store methods.
A major pain point for many online apparel shoppers is the number of returns they have to make due to purchased items not fitting as expected.
According to Hestler, Karessli, and co., the return rate for online apparel is the highest of any industry, at up to 40% for some companies.
CNBC News corroborates the idea that online shoppers’ issues boil down to the simple fact that shoppers cannot "visualize in person how they will look or fit”
Time asserts that with there being "no standard size", online shoppers must anticipate the different sizing patterns of different manufacturers.
Primary Research Insight
The main insight derived from primary interviews conducted with millennial online shoppers was that inconsistencies in the predicted fit of clothing items and the actual fit of the physical items drove shoppers to make returns.
Inconsistent sizing across brands and a lack of a universal sizing standard lead to difficulty in selecting correctly-sized clothing items for the interviewees.
“How Might We
enable online shoppers to select clothing online that fits their body type without having to order the items to their homes and risk costly returns?”
My persona, Ambitious Amy, was developed through my user interviews. Amy is focused on her career. She would love to just find the right clothes the first time while shopping around online.
I worked on the main flow of this app. "The visualization of the outfit"
After two rounds of user testing, there were a few issues with the low-fidelity prototype.
Major Issues Fixed:
Testers at the outset did not intuitively complete the task flows of my initial prototype iterations.
The placement of clearer instructions and visuals helped alleviate some of the confusion testers experienced initially.
Emulate an in-person shopper would use a physical fitting room, but online.
A revised interactive grayscale prototype was created based on feedback from user testing.
The theme of Coordifit app:
- Calm: allow for calm and collected shopping decisions
- Simplicity: ease of use
Minimize returns due to clothing “looking different than in the pictures”
Make finding the perfect fit the norm for online shopping
Brand Colour Accessibility
Color contrast aim to get AAA or AA ratio
also for the icon create size 44 x44 pixels, so users can use it easily
High Fidelity Prototype
I brand the high-fidelity prototype using accessible colors. Let me introduce you to Coordifit!
The marketing app, if clothes partners appear, could show the options of similar styles to users so they could easily view them, and the app itself will introduce the website so they could easily visit the website to buy clothes. review, similar style
Tablets represent a future platform opportunity for Coordifit. Tablets would be especially useful for those shoppers who want a combination of the mobility that comes with handheld devices and the added convenience of bigger screens.
Key Learnings & Next Steps
User-centered design and branding of an app with a mood board It takes me time to learn the design process. This project helps me learn more deeply about branding an app.
In terms of the next steps, I would like to make my prototype more interactive and elevate the quality of visual components like my avatar to make it look more cohesive as an app.
The baseline impact of Coordifit is to deliver 2 pieces of value for online shoppers. The first is an enhanced shopping experience in which shoppers can visualize how certain pieces of clothing would look on them without physically trying them on. The second is a reduction in costs associated with returning clothes bought online driven by a simple reduction in volumes of returned items.
An additional, environmental benefit arises from these 2 user-facing value-adds: greenhouse gas reductions. This reduction would result from both shoppers making fewer physical trips to shopping centers, and freight carriers like FedEx or Purolator making fewer trips to facilitate online shopping returns.