MLLE_1011-final presenation

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MLLE_1011-final presenation

  1. 1. Amanda Yarmolich ayarmolich@gmail.com Mllebrand agnostic personal shopping
  2. 2. The Problem: The traditional model that women’s fashion follows for sizing and is broken. It’s even more painfully apparent in ecommerce where stores have to offer their customers free shipping both ways to sooth any fears about return issues. As for sizing, it’s a system that it is nearly impossible to change because no one wants to adopt it due to vanity and the mass profits available via fast fashion. This has led to consumer frustration and even has social repercussions* The Solution: Provide a system that assists consumers on finding clothing that fits, specifically brands and cuts of brands that offer them alternate fits that will suit their needs/wants, and remove the frustration from the average shopping experience. Mlle is a brand agnostic personal shopping service for women (ages 23-35) who have a hard time finding clothing. Created to help create frustration free shopping focusing on helping find exactly what they are looking for and find the right fit.
  3. 3. Key Screens & PrototypeMlle http://share.axure.com/8JQ97V/
  4. 4. Scenario Michelle is plus sized, which despite an influx of options that have presented themselves recently makes shopping incredibly difficult. Especially if she doesn’t want to be limited to shopping at only certain stores and only for certain styles. She has her own sense of fashion and often wants to find things that will fit that versus what the fashion industry thinks she should be wearing. She is also incredibly frustrated with the typical online shopping experience disappointing because even when she finds things she likes, it isn’t available in her size, or she recieves it and it doesn’t fit. She finds the service MLLE via an advertisement on her facebook that appears after she visits one of their partner sites on one of her usual frustrating attempts at shopping. She signs up, goes through the fashion finder quiz and lands on her homepage where she finds a variety of suggestions that are just her size since MLLE locates things that are just your taste, and just your size based on your Fashion Finder results. She clicks on a tunic top that awesomely resembles something she had tried on in a store months ago and decides to give it a shot. While looking at the item details she finds a necklace to go with it and adds that to her cart as well. Michelle Bank Teller Age: 30 Occupation: Bank Teller at Bank of America Location: Riverside, CA Gender: Female Goals: Michelle has worn plus sized clothing for a while now and find it’s frustrating to find clothes that fit her, let alone flatter her figure. That being said she takes her career seriously and therefore tries to maintain a professional wardrobe, which is easier said that done. While there are stores like Lane Bryant that cater to her needs, she also wants to be able to shop online and not get frustrated when nothing is available in her size. She hates seeing things that are cute on websites and then clicking on them to realize they just don’t come in her size.
  5. 5. DESIGN PLANNING
  6. 6. Opportunities Identified: In general both men and women seemed to find shopping frustrating. However, for women it seemed to revolve more around finding items that fit rather than men. Menʼs sizing also is much more standard than womens. From here I culled out about 20 people to interview further and followed up with a follow up interview to confirm my hunches. Method: I posted a Google Survey on a variety of social media websites that catered to a wide variety of audiences, not all affiliated with myself (Craigslist, SAIC Linkedin alumni, Facebook, cross posted to acquaintances Facebooks, Fitocracy). I also spoke to a few women on the Bart train who were kind enough to lend me an ear, my fellow classmates, and pretty much anyone who would listen. From here I analyzed the data to see what my approach should be and determine my target audience. Findings: Out of 62 people surveyed online, and 10 people surveyed in real life, 52 were women, 42 were male. The ages were pretty well divided, the most lying in the 22-30 age group, although a significant amount were also over the age of 40. Many, avoided shopping (24 out of 62), and if needed would go shopping once a month. Their clothing rarely fit right off the rack. And pants were by far the hardest thing to locate. Most men had no idea what body type they had, and the majority of people who couldnʼt find pants identified as “curvy”. Design Research
  7. 7. Typical User Journey: Buying Pants User Department Store Department Juniors, Womens, Mens, Childrens Gather Pile of Possible Fits Based on: - Brand -Size -Employee assistance (sometimes) Fitting Room Try on pants, Purchase Repeat until you find a fit or run screaming in frustration. Find mystical pair of “Magic” Jeans
  8. 8. Custom Clothing Pros -Gets people to get their measurements, can help size correctly through that data Cons - Not easily accessible - Have to order online, can’t try on - If not online, have to go into the actual store multiple times, seems time intensive - Mostly men’s clothing Examples: Bow & Drape, Eshakti, Blank Label, Trumaker Virtual Fitting Room Pros -Gets people to get their measurements, can help size correctly through that data Cons -Disconntected, inhuman - Feels like “dress up” or a game Examples: Fits.me, Styku “Other” Ways of Sizing Pros - More standard Cons - Fashion retailers refuse to adopt widescale Examples: Triofit, Levis CurveID, true&co Body Scanning Pros -Gets people to get their measurements, can help size correctly through that data Cons - Not easily accessible Examples: Styky, Meality Competitive Analysis
  9. 9. High TechLow Tech Hard Accessibility Easily Accessible Body scan Virtual fitting room Personal Shopping Competitive Landscape
  10. 10. Sarah Marketing Intern Age: 23 Occupation: Marketing Intern at Location: Los Angeles, CA Gender: Female Goals: Sarah is making the transition from the student world to the real world. This means she has to work on creating a professional wardrobe. Unfortunately Sarah hates shopping and has no idea where to start. Unfortunately for Sarah she’s also very petite, which makes finding clothing difficult. Pants rarely fit, and she often doesn’t want to spend the money to get things tailored always. Sarah wants to be able to quickly find clothing she can order offline without having to spend a lot of time browsing and guessing if the various brands will or will not fit. “I need clothes so I can look professional, but I hate shopping and don’t want to spend a lot of time browsing stuff that doesn’t come in my size, is too expensive, or just won’t work.” Persona 1
  11. 11. Christina High School Teacher Age: 28 Occupation: High School Teacher Location: Scottsdale, AZ Gender: Female Goals: Christina has an incredibly busy lifestyle that keeps her on her toes. She spends her days teaching first grade at the local grade school, then to keep a good work life balance she also participates in crossfit at her local crossfit box. She is always on the go, this means when it comes to shopping she wants to spend the least amount of time possible. Unfortunately despite being in shape she has large quads and this makes finding pants incredibly hard. Most of the time she will go to the mall,try things on, and walk out empty handed. She has tried shopping online before and find that it’s even harder to guess her fit that way, but she obviously needs to stay well dressed for her job and doesn’t want to sacrifice her physique. “I just want less frustration when it comes to finding clothes that fit, I hate spending lots of time at the mall only to walk out empty handed” Persona 2
  12. 12. Michelle Bank Teller Age: 30 Occupation: Bank Teller at Bank of America, Amateur Fashion Blogger Location: Riverside, CA Gender: Female “Shopping sucks when you’re not a size zero. I want clothes that fit me without having to shop at only “special” stores” Goals: Michelle has worn plus sized clothing for a while now and find it’s frustrating to find clothes that fit her, let alone flatter her figure. That being said she takes her career seriously and therefore tries to maintain a professional wardrobe, which is easier said that done. While there are stores like Lane Bryant that cater to her needs, she also wants to be able to shop online and not get frustrated when nothing is available in her size. She hates seeing things that are cute on websites and then clicking on them to realize they just don’t come in her size. Persona 3
  13. 13. Scenario Michelle is plus sized, which despite an influx of options that have presented themselves recently makes shopping incredibly difficult. Especially if she doesn’t want to be limited to shopping at only certain stores and only for certain styles. She has her own sense of fashion and often wants to find things that will fit that versus what the fashion industry thinks she should be wearing. She is also incredibly frustrated with the typical online shopping experience disappointing because even when she finds things she likes, it isn’t available in her size, or she recieves it and it doesn’t fit. She finds the service MLLE via an advertisement on her facebook that appears after she visits one of their partner sites on one of her usual frustrating attempts at shopping. She signs up, goes through the fashion finder quiz and lands on her homepage where she finds a variety of suggestions that are just her size since MLLE locates things that are just your taste, and just your size based on your Fashion Finder results. She clicks on a tunic top that awesomely resembles something she had tried on in a store months ago and decides to give it a shot. While looking at the item details she finds a necklace to go with it and adds that to her cart as well. Michelle Bank Teller Age: 30 Occupation: Bank Teller at Bank of America Location: Riverside, CA Gender: Female Goals: Michelle has worn plus sized clothing for a while now and find it’s frustrating to find clothes that fit her, let alone flatter her figure. That being said she takes her career seriously and therefore tries to maintain a professional wardrobe, which is easier said that done. While there are stores like Lane Bryant that cater to her needs, she also wants to be able to shop online and not get frustrated when nothing is available in her size. She hates seeing things that are cute on websites and then clicking on them to realize they just don’t come in her size.
  14. 14. User Journey/Site Map Revisions Method: For this project, the system seemed like the most important part and the visual design itself would come from that so I took my basic user flow I had determined and began to break it down and create a more in-depth look into how the site would work and the features needed. Findings: More complicated than the original flow, but I got the basic functionality down and identified the key screens to address in the next stage of design. Design Itteration 1
  15. 15. E-Commerce Analysis Opportunities Identified: Based on previous flow/site mapping I determined a pain point was definitely existent when it came to finding something you liked, clicking on it, and finding out there was nothing in your size much like points brought up during my second round of user testing. Restructuring was definitely something that most ecommerce sites had not tried as they had many of the parts to my system but had not quite connected the dots. Method: Instead of jumping off the deep end and trying to re-invent the wheel I delved through several e-commerce sites and tried to pick out the convention that were consistent and therefore familiar to the user, as well as identify points that I could enrich the pre-existing system. I also used some inspiration from dating websites to try and develop my method in which I discovered data about the user in terms of matching them with clothing as well as search functions. Findings: Most ecommerce sites functioned in very similar ways, therefore interface placement was easier to figure out. Also drew from some very specific sites in terms of inspiration for flows that worked nicely.
  16. 16. Opportunities Identified: Refined navigation, figured out what should be in the navigation and what needs to be cut out, identified areas to be simplified (home page, search function, more filters, image upload). Method: Using findings from user research, the competitive analysis, user flows, and personas/user scenarios I created the rough prototype using Axure. This served as the platform for initial user testing of the initial interface and design. I then dragged my laptop to the gym and interviewed people (mainly the girls who worked at the front desk, and a couple people stretching/not working out) on their thoughts of how it worked and if it made sense to them. Findings: Most people felt that it was pretty spot on, I go told that there were some features that seemed un-needed, so I evaluated and itterated for the next version. Design Itteration 1.5 - Wireframes
  17. 17. User Testing-Prototype/Card Sort
  18. 18. Opportunities Identified: Continue to refine and itterate. More user testing, want to run silverback test to make sure things are clickable. Also want to refine and further simplify the system. Method: Using findings from user research, the competitive analysis, user flows, and personas/user scenarios I created the rough prototype using Axure. This served as the platform for initial user testing of the initial interface and design. I then dragged my laptop to the gym and interviewed people (mainly the girls who worked at the front desk, and a couple people stretching/not working out) on their thoughts of how it worked and if it made sense to them. Findings: Few tweaks and overall the system seems to be working,. Design Itteration 2 - Prototype
  19. 19. DESIGN SPECIFICATIONS
  20. 20. User Roles Customer Enters information and provides data to be matched with clothing. Reviews clothing recieved and enriches system. Retailor Enters sizing information and provides data to match customer with clothing. Recieves information about customer’s needs helping to provide better products, and increase sales to possibly un-tapped markets. MLLE Customer Service Monitors reviews, helps guarantee customer satisfaction and act as a liason in case any issues arise.
  21. 21. Business Model Canvas: Key Partners: Customers with body types that are not average Distributors Retailers Key Activities: Ability to make suggestions, colection of meta data provided by user and retailers. Good customer relationship that leads them to trust us with their info, and believe that our knowledge will help end their problems. Key Resources: Database of accurate data to draw from via both customer and retailers. Customer relationship that encourages them to participate and give feedback Value Proposition: As a neutral partner we offer the customer a variety of pricing options. Save the customer money and time (shipping, returns) Save the customer the time and frustration of trying things on in the store. Offer retailers the ability to reach a wider range of people, and help them sell to shoppers that are likely to abandon their purchase due to frustration. Customer Relationships: Personal assistance Customer Participation Give-take relationship based on helping us help you better. Channels: Advertisements/ Reviews Retail partner refferals Direct site visits (google) Customer Segments: Customer: clothes that fit, save time, money, frustration Retailers: less returns, more purchases, influencing sales Cost Structure: Generate revenue from percentage of sale from brands who participate, advertising, and per click redirection to retailer websites. Revenue Streams: Items people buy that actually fit Saving time; going to store gathering items Saving frustration, easy to navigate, don’t feel “defective”.
  22. 22. Site Map Landing Page Log InCreate Account Personality Profile Pants Profile Shirt Profile Shoe Profile Personal HomeEdit Profile Lust List Shopping Bag Purchase History ReviewsCheck OutSearch Browse View Item View Item Check Out
  23. 23. Screen Flow - First Time User LANDING PAGE CREATE ACCOUNT STYLE PROFILE SURVEY PANTS SURVEY TOPS & JACKET SURVEY SHOE SURVEY FINISH/REDIRECT
  24. 24. Screen Flow - Second Visit LANDING PAGE SIGN IN PERSONAL HOMEPAGE
  25. 25. Screen Flow - Search HOME SEARCH RESULTS ITEM VIEW
  26. 26. Screen Flow - Purchase ITEM VIEW OR LUST LIST HOME WITH NOTIFICATION SHOPPING BAG CHECKOUT SHIPPING INFO CHECKOUT BILLING INFO CHECKOUT REVIEW/CONFIRM
  27. 27. Screen Flow - Add to Lust List ITEM VIEW LUST LIST VIEW W/ ADDED ITEM
  28. 28. Screen Flow - Write Review PURCHASE HISTORY ITEM REVIEW THANK FOR REVIEW POP UP/REDIRECT HOME
  29. 29. THANK YOU! Amanda Yarmolich ayarmolich@gmail.com

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