Clozy is a clothing brand founded in 2020 in response to rapidly unfolding changes in the global pandemic of wearing a more comfortable type of clothes. Due to the quick transformation of the ecommerce industry, they decided to invest and take their business online.
PROBLEM STATEMENT
Users of the ecommerce clothing industry don’t feel comfortable buying products if they cannot try them on first, especially if it’s a new brand.
HYPOTHESIS
Offering a personalized journey, a constant support throughout the shopping experience and the integration of new technologies as a tool to allow users to virtually try clothes on and to find the right size without the necessity of going to a physical store.
I started defining the main focus of the project, analyzing the user goals of having a user-friendly online experience with the business goals of developing a strong identity in order to attract new customers. I wanted to have different points of view to gain a more comprehensive idea of the objectives.
DESIGN PROCESS
The process began with learning the customer journey through market research and interviews to understand how competitors solve similar problems and users behaviors.
After analyzing the insights, I began conceptualizing the solution and creating user flows and wireframes. From there I started to design and prototype the website, testing the ideas, validating methods, and receiving feedback in order to improve page usability by capturing visual input from users in real-time.
The overall goals of the research were to understand the motivators behind online vs in-store shopping and the differences between the two experiences. Another important factor was to recognize the user’s frustrations and goals, to improve the ecommerce experience and attract new customers.
I conducted 5 remote interviews. The sample took into account men and women aged from 20 to 40 that are frequent online shoppers.
PARTICIPANT #4
" I have a very difficult body and every time is a struggle for me to find the right fit especially if I'm shopping at an online new label.
I'd rather stick with my go-to brands at least I know what to expect. "
Based on the research findings, Alex has been defined as the primary persona that would represent the user archetype for future decision making and the development of the design.
I created a task to understand how Alex would interact with the website. I wanted to test him on how he would purchase an item, landing on the homepage through a social media ad. This helped also to confirm the structure of the site map.
Once the key elements to design have been defined, I began sketching the pages of the website and translating them later into wireframes.
The wireframes were designed to build the architecture of the website and to analyze the hierarchy of the content that I wanted to display based on my findings.
Clozy was born from the idea of comfortable clothing, coziness, a soft world made of clouds and cotton. I wanted to represent all these concepts into a soothing and a subtle color palette that is reminiscent of nature and the ocean breeze.
All the visual explorations of colors, moods, and styles are expressed in the final responsive design.
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The scan your body feature allows users to utilize AR/VR through their phone by creating a virtual representation of themself. Users can take two photos using the 3d scanner and add details such as height, weight, etc. Once the final 3d is ready, they can virtually start trying things on. The feature also suggests the right fit for a specific product based on the scan.
I invited 4 participants to test remotely the prototype I created in Figma and asked them to complete a few tasks. I wanted to observe how users interacted and navigated the website.
TAKEAWAYS
It was interesting to see how the ecommerce industry is changing so fast especially due to a worldwide pandemic. People are getting more used to online shopping but they are still skeptical about making expensive purchases. The use of new technologies and the creation of a personal journey are certainly ways to make them more comfortable in the virtual experience.
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