Total shopping freedom.
Design by: Ben Dedrick
General Assembly UXDi, Winter 2013
Shameless is a mobile shopping application for fashion-conscious shoppers who are tired
of being disappointed by products that don’t meet with their expectations. It has 360º
views of all products (both on a model and on their own), close-ups of patterns and
fabrics with care instructions, and unlike any other fashion app, a unique shipping system
that invites shoppers to try on items themselves before they commit to keeping them.
About the Project:
Shameless is a project that started in the General Assembly UXDi class. Its objective is to
create a shopping experience that removes long-standing barriers to online fashion sales
by giving customers conﬁdence in their purchases.
The Shameless team was given the constraint of creating a shopping application
speciﬁcally for mobile platforms.
Multiple semi-structured interviews with Alice to
identify potential opportunities for new app ideas.
Alice hates crowds and buys a lot of stuff online,
but not clothing. Why?
Because it’s too difﬁcult to have conﬁdence in
what you’re buying. This is a solvable business
problem, but requires a new approach to the
purchase/return process and more consistent,
thorough product information.
Initial user tests lead to a series of changes:
- Early versions had a slightly different name...
- “Where’s the search bar?”
- Removed app’s (substantial) barrier to entry.
- Reﬁned shipping/return process.
Six users were asked to tap through a ﬁrst-run
experience of the app, from startup to checkout of a
This lead to a few more changes:
- 3/6 users encountered difﬁculty with the visual clarity
- One user requested expanded product info (e.g. 360º
turns in Model View).
These changes were incorporated into the ﬁnal
(Now go buy something!)
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