UX Design
Project Overview

: Nov 2021 - Jan 2022

Tools: Figma, InVision

Process: research (secondary and preliminary), "How Might We..." question, persona, experience mapping, user stories, task flow, sketches, mid fidelity prototype, usability testings, branding high-fidelity prototype, marketing website.

TRY4ME is a mobile app that allows you to find people with the same measurements as yours and see them in clothing they have already tried on. Certainly you can upload your photo galleries too and help others to better understand how any piece of clothing really fits.
Problem Space
The experience of online shopping for clothing may be difficult, frustrating and inefficient.
Secondary Research
There are more and more consumers switching to online shopping for clothes in recent years. Pandemic has enhanced the pre-existing situation dramatically. According to Statistics Canada in-store purchases for clothing and clothing accessories decreased by 84.2 %, while online purchases for the same group of products increased by 83.3 % (Statistics Canada, February - April, 2020).

At the same time, return rates have always been higher after buying goods online than in brick-and-mortar stores. The main reasons for returning clothes are size (either too big or too small), fit and style.
“My biggest pet peeve is when I buy clothes online and it lists literal measurements in inches for the sizing guide, I pick the appropriate size, and it still doesn't fit right, despite the measurements...” — Ambattii. (2020, May 23) [Tweet]

Assumptions and Hypothesys

After conducting the secondary research I formulated several assumptions. The main were:
1) I believe that my customers have a need to see how clothes will fit them in real life while they shop online. 
2) These needs can be solved with a gallery of photos and videos of real people of similar size and body shape wearing  a chosen piece of clothes.

I believe that customer experience with online shopping may be improved by use of a digital product that allows people to visualize actual fit of clothing considering their measurements and body shapes. It will lead to a more clear understanding of how a piece of clothing fits and therefore will reduce customers anxiety in the process of choosing clothes, will save customers’ time and increase buyers’ satisfaction in online shopping for clothing in general.

I will know I’m right when we see:
1) decrease in the number of purchases of multiple sizes of the same piece of clothes;
2) decrease in the number of returns after online shopping;
3) overall increase in customer’s satisfaction expressed on social media platforms or as reviews on websites.

Preliminary Research
After analysis of six investigative interviews I was able to identify respondents’ main pain points, motivations and behaviors. Respondents expressed a very wide variety of behaviors related to different aspects of online shopping. For example:go to a brick-and mortar store first, then purchase online; or search online for items and then go to a physical store for buying.Preference to buy online one particular type of clothing; or buying only tops or bottoms; or buying anything except one particular type of clothing.However, all this variety of behaviors was dictated by issues with size and fit of the clothing.

All that said leads us to the question:
HOW MIGHT WE... help online shoppers to receive more satisfaction with fit and sizes, and therefore save our customers time for decision-making and money for avoided returns?

Meet Alicia

User Stories
Considering Alicia’s goals and frustrations I wrote a list of user stories, which were later organized into epics, such as account management, searching for and following other users, communication inside the app and last, but not least, creation of content.

For my following task flow I decided to proceed with “Creation of content” epic, because user created content is a keystone of my capstone project.

Task Flow Diagram
I created several sketches for the selected task flow considering my UI inspiration board. This is the final option.
Usability Testing Plan
After the process of sketching I created a mid fidelity prototype in Figma and started the first round of usability testing. My users had to complete the following tasks:
Task 1: Find a way to start creating a new gallery.
Task 2: Fill out the form.
Task 3: Upload 3 photos from the phone gallery.
Task 4: Find where to edit photos.
Task 5: Post the created gallery. 

There were 3 rounds of usability testing. In all rounds users were able to complete all tasks. After each round I drew prioritization matrices and made changes to my prototype according to those.
Final Mid Fidelity Prototype
Brand Development
High Fidelity Prototype
Full version prototype
Tablet Version
Marketing Website
Full version

Key Learnings and Future Thinking

Key Learnings:

- Do not be afraid to ideate and iterate on ALL stages. It’s obvious that early stages are supposed to include a lot of ideation and iterations, however I found out that sometimes iterations on the late stages will not take as much time as I previously thought. 

- Discuss your concepts with classmates, teachers, friends and family. Sometimes you need an outside vision. Moreover, I found out that even if the ideas that were provided by others don’t fit into my vision, discussion still stimulates my imagination and helps to come up with new ideas.

With my next steps I plan to:

- Add “create an account” task flow;
- Add “search for users to follow” task flow;
- Test my high fidelity full prototype.

Future Thinking
Answering the questions on the Tarot Card of Tech on the right I must admit that due to the fact that my app mostly will consist of user generated content I thought a lot about inappropriate use of it and how I canprevent or minimize it.

Predatory and exploitative behaviour will look like posting inappropriate pictures. In order to prevent that there will be an option to “report” a photo gallery to customer support.

I can see two most vulnerable features of my app:
- Uploading photos without pre moderation;
- Ability to register with real names plus ability to post pictures. This may lead to unwanted deanonymization.

My app will have very limited functionality in terms of communication between users. There will be possibility to send private messages, but no ratings and no comments under users posts. This will limit the ability to target somebody in particular using my app.