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Case Study
!
Prepared for: True Spirit

!

By: Michael Shai-Hee
Last update: Jan 27, 2014

!

Student Project. General Ass...
A new internet retailer for schools
and parents who want a modern
school uniform for K-12 children.
Business Objective

!
Offers updated uniform fashion including pants for girls and
zip-up hoodies, provides a “must-haves”...
Brand Profile

The brand profile is based on the following criteria:

!
• Fresh
• Modern
• Lighthearted
• Appealing
• Frien...
23/01/2014

User Needs
FASHION E-COMMERCE
CUSTOMER

TRUE SPIRIT
E-COMMERCE CUSTOMER

TrueSpirit aims to provide a pleasant...
Personas
Each persona has a unique need, approach and reason for purchasing
school uniform products.

Sarah
“I hope I’m or...
User Journey and Scenario for the personas

Sarah

John

Writing out the user journey and scenario for each persona.

Jess
User Flow Sketch: John

Mapping out the steps John will need to go through in purchasing a white polo shirt and
blue pants...
Card Sorting

Categorising the items the company will provide.
Product Page Sketches

Working out the various ways how the product categories are to be displayed.
Product Details Sketches

Determining what details to be included and how they are to be arranged on the web page.
Order Process Sketch

Determining the ordering process.
User Flow: John
John

Google
Search “Girl’s
uniform”

TrueSpirit
Navigation
Menu

Summarised
list of items in
cart

TrueSp...
User Flow: Sarah
Formal Shirts

Sarah

T-shirts
Polo Shirts
Tank Tops
Boys Tops

Boys Tops

Jackets
Email received
from sc...
Sitemap
0.0 Home
Page

1.0 Boys

1.2 Bottoms

1.1 Tops

2.0 Girls

1.3 Accessories

2.1 Tops

1.1.1. Formal Shirts

1.2.1 ...
Navigation Schema
Home

Boys

Girls

Unisex

Accessories

About Us

Home

Tops

Tops

Logos

Boys
Accessories

Company
Des...
WireFrame: Home Page

Search by
Name of School
school:
Home

Boys

GIRLS

BOYS

TrueSpirit Logo

Search by
product:
Girls
...
WireFrame: Product Category Page
BOYS

TrueSpirit Logo

Search by
Name of School
school:
Home

Boys

GIRLS

Search by
prod...
WireFrame: Product Details Page

Search by
Name of School
school:
Home

GIRLS

BOYS

TrueSpirit Logo

Search by
product:

...
Checkout Process User Flow
Notes
1 The user can terminate
the checkout process
before final payment is
made.

User

TrueSpi...
Checkout Process Form: Address

Search by school
and/or product:

Endorsement Messages
Home

Boys

Checkout

GIRLS

BOYS

...
Checkout Process: Delivery

Endorsement Messages
Home

Search by school
and/or product:

Boys

Checkout

GIRLS

BOYS

True...
Checkout Process: Payment

Endorsement Messages
Home

Search by school
and/or product:

Boys

Checkout

GIRLS

BOYS

TrueS...
Checkout Process: Finish

Endorsement Messages
Home

Checkout

GIRLS

BOYS

TrueSpirit Logo

Search by school
and/or produ...
User Testing

Prototype of the TrueSpirit website tested on real subjects who had never seen it.
Results varied whereby so...
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TrueSpirit Study

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Transcript of "TrueSpirit Study"

  1. 1. Case Study ! Prepared for: True Spirit ! By: Michael Shai-Hee Last update: Jan 27, 2014 ! Student Project. General Assembly Sydney, UXDI Summer 2014
  2. 2. A new internet retailer for schools and parents who want a modern school uniform for K-12 children.
  3. 3. Business Objective ! Offers updated uniform fashion including pants for girls and zip-up hoodies, provides a “must-haves” checklist from the school’s administrator for each school year, and recommends accessories allowed by the school’s dress code. Unlike traditional suppliers True Spirit encourages visitors to express their tastes —with some limits. !
  4. 4. Brand Profile The brand profile is based on the following criteria: ! • Fresh • Modern • Lighthearted • Appealing • Friendly • Curated
  5. 5. 23/01/2014 User Needs FASHION E-COMMERCE CUSTOMER TRUE SPIRIT E-COMMERCE CUSTOMER TrueSpirit aims to provide a pleasant buying experience that is both reassuring and efficient. This is unlike other fashion websites that simply offer a plethora of products that are difficult to find and navigate through.
  6. 6. Personas Each persona has a unique need, approach and reason for purchasing school uniform products. Sarah “I hope I’m ordering the right things” John “I want to have enough information so that I know I’m buying the right thing” Jess “I want to make sure the parents’ needs are met”
  7. 7. User Journey and Scenario for the personas Sarah John Writing out the user journey and scenario for each persona. Jess
  8. 8. User Flow Sketch: John Mapping out the steps John will need to go through in purchasing a white polo shirt and blue pants.
  9. 9. Card Sorting Categorising the items the company will provide.
  10. 10. Product Page Sketches Working out the various ways how the product categories are to be displayed.
  11. 11. Product Details Sketches Determining what details to be included and how they are to be arranged on the web page.
  12. 12. Order Process Sketch Determining the ordering process.
  13. 13. User Flow: John John Google Search “Girl’s uniform” TrueSpirit Navigation Menu Summarised list of items in cart TrueSpirit Home Page Search Girls Bottoms Search uniform stating clothing type (tops), child (girl), class (year X) & school (name of school) Girls Bottoms Girls Tops Pants Full detailed list of items in cart Polo Shirts Add white loo shirt to cart Add blue pants to cart Polo Shirts Pants Checkout Process John’s profile explicitly states what items he is to buy, a white polo shirt and blue pants for his daughter (High fidelity version).
  14. 14. User Flow: Sarah Formal Shirts Sarah T-shirts Polo Shirts Tank Tops Boys Tops Boys Tops Jackets Email received from school administrator TrueSpirit Home Page Search uniform stating clothing type, child (boy), class (year X) & school (name of school) Sweaters Hoodies TrueSpirit Navigation Add selected item to cart Pants Boys Bottoms TrueSpirit Global Navigation Boys Uniform Boys Bottoms Gym Shorts Shorts Product Page Belts Accessories Accessories Gloves Select Cart on TrueSpirit Global Navigation Socks Logo t-shirts Logo hoodies Unisex Logo Merchandise Logo Merchandise iPhone case School mascot plush toy Unisex Backpacks Backpacks Sarah’s profile did not explicitly state what items she wanted to purchase so all items are considered. Summarised list of items in cart Full detailed list of items in cart Checkout Process
  15. 15. Sitemap 0.0 Home Page 1.0 Boys 1.2 Bottoms 1.1 Tops 2.0 Girls 1.3 Accessories 2.1 Tops 1.1.1. Formal Shirts 1.2.1 Pants 1.3.1 Socks 2.1.1 Formal Shirts 1.1.2 T-Shirts 1.2.2 Gymshorts 1.3.2 Gloves 2.1.2 T-Shirts 1.1.3 Polo Shirts 1.2.3 Shorts 1.3.3 Belts 2.1.3 Polo Shirts 1.1.4 Tank Tops 2.1.4 Tank Tops 1.1.5 Jackets 2.1.5 Jackets 1.1.6 Sweaters 2.1.6 Sweaters 1.1.7 Hoodies 2.1.7 Hoodies 2.2 Bottoms 3.0 Unisex 2.3 Accessories 3.1 Logos 2.2.1 Skirts 2.3.1 Headbands 3.1.1 Logo t-shirt 2.2.2 Pants 2.3.2 Gloves 3.1.2 Logo hoodie 2.2.3 Gymshorts 2.3.3 Belts 3.1.3 iPhone case 2.2.4 Shorts 2.3.4 Leggings 3.1.4 School mascot plush toy 4.0 About Us 3.2 Backpacks
  16. 16. Navigation Schema Home Boys Girls Unisex Accessories About Us Home Tops Tops Logos Boys Accessories Company Description Boys Bottoms Bottoms Accessories Girls Accessories Returns Policy Girls Accessories Accessories Unisex Accessories All Unisex Accessories
  17. 17. WireFrame: Home Page Search by Name of School school: Home Boys GIRLS BOYS TrueSpirit Logo Search by product: Girls The home page displays an overall view of products TrueSpirit offers. Unisex CART Accessories About Us FEATURE PRODUCT 1 FEATURE PRODUCT 2 Carousel of images showing students wearing TrueSpirit school uniforms accompanied with endorsement messages FEATURE PRODUCT 3 FEATURE PRODUCT 4 Copyright TrueSpirit Email: truespirit@xxxx.com Head Office No: 1234 5678 Find Us
  18. 18. WireFrame: Product Category Page BOYS TrueSpirit Logo Search by Name of School school: Home Boys GIRLS Search by product: Girls Unisex CART Accessories About Us TOPS BOTTOMS ACCESSORIES Copyright TrueSpirit Email: truespirit@xxxx.com Head Office No: 1234 5678 Find Us When school uniforms for boys is selected, product categories for tops, bottoms and accessories are shown.
  19. 19. WireFrame: Product Details Page Search by Name of School school: Home GIRLS BOYS TrueSpirit Logo Search by product: Boys Girls CART Unisex Accessories About Us Product Name Product Description Carousel of displayed product images Size Select: Small Quantity: Medium 1 Large XL Cost: $30.00 Add Item to cart Shipping Information Bundle Collections: Bundle 1 Copyright TrueSpirit Bundle 2 Email: truespirit@xxxx.com Other Customers Viewed: Display products viewed by other customers Head Office No: 1234 5678 Find Us Details for each product in the selected category (e.g. tops) is described as the user goes through the carousel of displayed items. ! This is the page where the items can be purchased and placed into the cart.
  20. 20. Checkout Process User Flow Notes 1 The user can terminate the checkout process before final payment is made. User TrueSpirit Previous page Select cart icon Summarised list of items in cart Full detailed list of items in cart Billing/shipping address entered Delivery type Payment page 1 Payment Confirmed Transaction Complete The checkout process begins when the user selects the cart icon. TrueSpirit Home page
  21. 21. Checkout Process Form: Address Search by school and/or product: Endorsement Messages Home Boys Checkout GIRLS BOYS TrueSpirit Logo Girls Address CART Unisex Delivery Accessories Payment About Us Finish Name: Email: Billing Address Street: List of items purchased displayed and prices listed Suburb: State: Postcode/Zip: Country: Australia Total Cost: $200.00 Shipping address is the same as billing address Copyright TrueSpirit Email: truespirit@xxxx.com Cancel Head Office No: 1234 5678 Next >> Find Us The checkout process begins when the cart icon is selected.
  22. 22. Checkout Process: Delivery Endorsement Messages Home Search by school and/or product: Boys Checkout GIRLS BOYS TrueSpirit Logo Girls Address CART Unisex Delivery Accessories Payment About Us Finish Delivery Type Standard Delivery - FREE - within 7 days Express Delivery - add $15.00 - within 2 days Pick up from School Total Cost: $200.00 Cancel Copyright TrueSpirit Email: truespirit@xxxx.com << Back Head Office No: 1234 5678 Next >> Find Us
  23. 23. Checkout Process: Payment Endorsement Messages Home Search by school and/or product: Boys Checkout GIRLS BOYS TrueSpirit Logo Girls Address CART Unisex Delivery Accessories Payment About Us Finish Payment Type Credit Card Paypal Direct Deposit Card Number: Expiry Date: Month Year CSV: Total Cost: $200.00 Cancel Copyright TrueSpirit Email: truespirit@xxxx.com << Back Head Office No: 1234 5678 Next >> Find Us
  24. 24. Checkout Process: Finish Endorsement Messages Home Checkout GIRLS BOYS TrueSpirit Logo Search by school and/or product: Boys Girls Address CART Unisex Delivery Accessories Payment About Us Finish Checkout process transactions finished. Confirmation of order will be sent via email. Go to homepage Copyright TrueSpirit Email: truespirit@xxxx.com Head Office No: 1234 5678 Find Us
  25. 25. User Testing Prototype of the TrueSpirit website tested on real subjects who had never seen it. Results varied whereby some users were able to navigate to the requested product easily and others not so.
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