An e-commerce platform dedicated to empowering career-oriented women with accessible luxury fashion.
Responsibilities: User Research, User Experience Design, Information Architecture, User Personas, Design System, Wireframes, Prototypes, Usability Testing and final UI Design.
Background
In urban and suburban Germany, career-oriented women in their 30s face the challenge of balancing professional attire with budget constraints. They desire to exude confidence and success through their appearance but find it challenging to afford luxury fashion items on their middle-class incomes. Recognising this gap, an e-commerce platform aims to provide a solution by offering affordable second-hand luxury fashion items tailored to their needs.
Challenge
How can an e-commerce platform effectively cater to the needs and preferences of career-oriented women in their 30s while addressing their budget constraints and desire for professional yet stylish attire?
Solution
The e-commerce platform implemented several features and value propositions to address user needs and pain points effectively.
Design Process
User Needs Adressed
1. Affordability:
The platform prioritizes affordability without compromising on quality, offering competitively priced second-hand luxury fashion items.
2. Quality Assurance:
Rigorous quality control measures, including authentication processes and detailed product descriptions, instill trust and confidence in the authenticity and quality of products.
3. Convenience:
A user-friendly interface, easy navigation, various payment options, and features like saved preferences and quick checkout processes enhance the shopping experience's convenience.
4. Selection and Variety:
Curating a diverse range of second-hand luxury fashion items across different styles, sizes, and brands caters to diverse tastes and preferences.
5. Transparency and Information:
Comprehensive product descriptions, transparent pricing, and clear policies empower users to make informed purchasing decisions.
6. Sustainability:
Promoting the environmental benefits of buying second-hand items and implementing eco-friendly packaging align with users' values of sustainability and ethical consumption.
7. Customer Support:
Responsive customer support channels, including live chat, email, and phone support, ensure users receive timely assistance.
Design Principles
Value Propositions Implemented
1. Scrolling Through Products:
Users can seamlessly browse through a curated selection of second-hand luxury fashion items tailored to their preferences and needs.
2. Simple and Quick Filter/Sorting Options:
Easy-to-use filter and sorting options allow users to refine their search based on criteria such as price, brand, size, and style, facilitating efficient product discovery.
3. Watch Cart:
The "watch cart" feature enables users to monitor their selected items before proceeding to checkout, providing a convenient way to manage their shopping cart.
4. Liking/Adding to Wishlist:
Users can save their favorite items by liking or adding them to their wishlist, allowing them to revisit and purchase them later.
5. Signup to Save Wishlist:
Signing up enables users to save their wishlist for future reference, streamlining the shopping experience and encouraging repeat visits.
6. Add to Cart:
With the "add to cart" feature, users can easily add desired items to their shopping cart for seamless checkout.
7. Delete Items from Cart:
Users have the flexibility to remove items from their cart, ensuring they have control over their shopping selections.
User Flows
Wireframes
Moodboard & Color Palette
Usability Study Report
We used Maze to gather Data from User Testers. Data Compilation:
1. Detailed observations were made during the usability study sessions, capturing participants' interactions with the app, including navigation patterns, task completion, and any usability issues encountered.
2. Task flows were documented to track participants' progression through key tasks, such as browsing for products, adding items to the cart, and completing purchases.
3. Direct quotes from participants were recorded to capture their feedback, opinions, and suggestions regarding the app's usability, features, and overall experience.
4. Video recordings of the usability study sessions were captured to provide visual insights into participants' interactions with the app, including mouse movements, clicks, and navigation paths.As a 35 year old office worker, Sara wants to wear nice brands that are affordable and sustainable so that she looks good and feel good while wearing it.
5. As a middle-class woman, Melanie wants to wear high-priced brands and fashion, because she doesn’t like to look expensive.
Hi-Fi Wireframes
Outcome
By implementing these features and value propositions, the platform successfully addressed user needs and pain points, providing career-oriented women in their 30’s with an accessible and enjoyable shopping experience for affordable luxury fashion items.
The platform's emphasis on affordability, quality, authenticity, and sustainability resonated with its target audience, empowering them to express their style confidently without overspending.