USER EXPERIENCE • RESEARCH
During my internship with Fractal Ink, Mumbai as a UX Designer, I got to work on an app design for an exclusive high-end designer store. With multiple stores across the country, and more than 30+ years of presence, the client wanted to carry forward the brand image online as well. I was responsible for doing research and competitive analysis, studying workflows for the app and making wireframes
Competitive analysis, study various flows for the app, make wireframes
1 senior designer, 7 developers
Dec 2022 - April 2023May 2019 - June 2019
Swiping looks more intuitive in shopping apps, the client decided to go ahead with the scroll of images, as the swiping interface can be related as more playful and they wanted their users to experience each image.
As the brand catered to high end designers, we wanted to maximise the image size, so that they can see each angle at a time instead of skipping images.
We added elements like hashtags to hint the user about the current trend and season collections.
Brand codes, to help the user look for the product in shops.
Designer names are highlighted to showcases newer, exciting labels in the fashion industry.
As the brand catered to a refined cross section of contemporary Indian fashion, from glam occasionwear to luxe labels for daily life, their standard sizings didn’t fit well to all customers. Tailored to the fit, they had a custom sizing option where the users could fill in the details.
With multiple dimensions to give, we brainstormed for the lightest and quickest option to show the help guide. A gif for reference which can be rewinded/ skipped according to the use
The users can also skip the process for time-being and come back later as while online shopping, people may not necessarily have time and space to fill the form at the moment.
The user also has an option to edit/ complete the form after the payment.
The customers of the brand most of the time wanted to have a fitting before taking a product, so we added an option for store pick up as well. It allows the user to order a product online, choose a store of their convenience, and try and pick up the product at the store.
The brand allowed the users to get consulted by personal stylists at their convenient store and timings.
It asked the user to add items to their wishlist, so the stylists are better prepared to help the customers pick their outfit.
• CUSTOMERS FIRST
Post payment, should the users be guided to continue shopping or nudged to sign up for the newsletter? I only knew the clients side of the story and chose the latter. Later I learned that customer experience should be prioritised over marketing strategies!
• HOME PAGE IS NOT THE HOME OF EVERYTHING!
Excited to show all the features and offerings to ths customers, I cluttered the landing pages and filters with it. It took me a while to learn that clearly defined flows and information will lead the users to them automatically!
• ADD STEPS NOT INFORMATION
In the quest to give the user a “one step” shopping experience, I added too many blank spaces to fill at once to the user. Later I realised, longer scrolls can be too overwhelming! Clearly defined smaller steps helps to retain more users
