E-commerce Website
Overview
Boundless is a concept project about an E-commerce website for a sustainable and unisex fashion brand that want to break the fashion gender stereotypes and raise people's awareness of the sustainability of clothing and gather eco-friendly event to promote environmental-friendly living style.
"Fashion should be about, free from judgment and based on individual self-expression.”
My Role
User Research
User Interviews
Wireframing
UI Design
Prototyping
Branding Design
Team
Yik Chung
Ika Andriana A.
Bell Chan
Agatha Leung
Software
Figma,
Adobe illustrator
Adobe Photoshop
Pain Point
-
No awareness of sustainability & unisex clothing in HK
VS
2.
Image VS real life product is different
Search function and filtering is frustrating
3.
4.
Gender sizing bias and difficult to find the right size fit
Research
In-depth interview and survey
To help us understand how site users think about sustainability, unisex fashion, and what is their pain point in online shopping, We've arranged 10 face-to-face interviews and conducted an online survey, which got 46 responses.
Finding
84.8%
Yes
15.2%
NO
Quantitative Research
Hard to find sustainable and
unisex clothing in HK?
23 (50%)
9 (19.6%)
7 (15.2%)
2 (4.3%)
5 (10.9%)
Quantitative Research
On the scale of 5, how important is sustainability fashion to you?
(1 least important, 5 most important)
Qualitative Research
"The search & filter are not working properly"
"Size and material not as expected"
"size chart is not detailed"
HMW Statment
"How might we raise people's awareness on the sustainability of clothing?"
"How might we dissolve gender differences?"
"How might we provide a more accurate search result and sizing options?"
"How might we manage customer expectations of the product"
User Persona
To identify our target user, we developed two personas, which are based on our research findings. They are frustrated about the unfit sizing and mismatch searching result issue. and looking for sustainable clothing. Our website will reflect on the needs and challenges of the user and possible solutions.
Solution
-
Size matching & Tag system
Size suggestion system and provide key words tags on every product
2.
360 degree detailed view of clothing materials and cutting
A product detail video will be provided to the user as a clear image.
3.
Interactive profile of carbon footprint as a loyalty program
More carbon footprint they saved, the more points they can gain for their next purchase.
4.
Charity events for everyone
Hold and gather the environmental event for user to join the environmental living style.
User Flow
This is the user walk through the website for purchasing unisex clothing with the size matching systems and 360-degree detailed view function.
User Journey Map
User Journey map can help us to better understand the user and their experience in them. After the user browsed our product video, and sustainability page, and used the size matching systems, the user will become satisfied and excited.
Sitemap
Competition Analysis & Mapping
Branding
For brand identity, We are using earth tone color to create a classic, eco-friendly brand image, especially when showing the sustainable information.
Design System
Wireframe
Landing page
Product page
Product detail page
Sustainability page
How it works
1.
Sustainable material categorization and all outfits are dressed on males and female
Here, the Landing page walks the user through the product that uses sustainable materials and dresses for all males and females to emphasize the brand is focusing on sustainability and gender-neutral fashion.
2.
360-degree detailed view of clothing and cutting
On the product detail page, all products have a 360-degree detailed view video to provide a clear overview for the customer. it will also help to manage their expectation of the product.
3.
Tag system on every product to provide an accurate search result
All products have one or more keywords in the tag system to help the search engine to provide the right item to the user that they are searching for.
4.
"Find Your Fit" system helps the customer find the right size
Here, the system will calculate the perfect size to the users after they input their body measurements into the system, to prevent the users choose the wrong size of the products.
5.
Interactive profile of carbon footprint as a loyalty program
The customer can check how much carbon footprint they saved after they bought our sustainable product. More carbon footprint they saved, the more points they can gain. And the point can redeem as a money coupon for the next purchase.
6.
Environmental event and
Sustainability awareness page
By holding and gathering the environmental event for the user to let them take part in the eco-event to join the environmental living style. And showing all the information on sustainability for raising people's awareness of the environment and create a good brand image.
Outcome & Takeaway
1. Always looks for a improvement
keep in mind that, A good UX is based on the user testing comment and results. What you think may not probably suitable for the cases. Always look for testing and research opinions
2. Choosing what is the real MVP
There were many great ideas we had come up in crazy 8. However, some ideas may be unrealistic right now because of the technology limitation. We had to determine where the real value for Boundless.
Prototype
Let's Connect!!
If you are thinking about offering an opportunity to me or would like to discuss a project, feel free to reach out!