Fashionista - Unlock your Style
Project overview
The Product: I designed a welcome screen for a fashion company FASHISTA including the sign-in and loggin designs.
Project Duration: The estimated time of this project was one month
My Role: I am the Product Designer
Responsibilities: I am responsible for the user research, empathy maps, user journey, paper and digital wireframing, mockups, Lo-Fi, and Hi-Fi Prototypes.
Client
Fashista Inc.
Year
July 3 , 2023
User Research Summary
For this project, the primary research method was conducted. Users were handed out questionnaires and interviewed to get their pain points. Empathy maps and user journeys were created to know the needs and pain points. Initial testing revealed some assumptions about Fashionista, but research further highlighted several limiting factors. In this research, we would cover the problems users face while using the app.
Research Goal
Design a welcome screen that is both welcoming and innovative.
Design a seamless sign-in/sign-up interface that feels easy on the eyes as well as contemporary, and in line with today’s standards
Research Problem
Users find the welcome screen unfriendly and old-fashioned to use.
Users find the transitions between screens rough and tacky to the eyes
Users find it difficult to sign in to Fashionista using their existing
Our Personas
Now that we know our user’s pain point we concluded to develop personas. These personas represent the subset of users whose problem we are trying to solve.
As scroll down you will be introduced to our personas.
Meet Jamal
“I loves fashion, always have since I was young”
Problem statement:
Jamal is a young professional who needs to a friendly user interface to ease his purchasing ability from his favorite fashion brand
Jamal is a fashion enthusiast with a passion for style and trends. He has a brother and two sisters, all of whom share a close bond. Jamal is on the verge of launching his modeling career, driven by his love for the fashion industry. In his pursuit of the latest trends, he frequently shops on Fashionista, an app he trusts. He is eager for a smooth, user-friendly interface that will enhance his shopping experience, allowing him to explore and purchase the newest pieces with ease. Jamal's eye for detail makes him a keen advocate for intuitive design and effortless usability.
Frustrations
Welcome screen too tacky: Wants smoother transitions within pages
Does not feel welcomed: He would rather have a friendly design rather than a more serious one.
Goals
Seamlessly traverse the welcome screen
Have a smooth, seamless experience while shopping, from browsing to payment, to avoid wasting time and making quick purchases.
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Bio:
Age: 27
Education: MBA
Location: Cambridge
Family: 4
Job: Model
Meet Amorowat
“I am a mom with two daughters and I love dressing up my daughters”
Bio:
Age: 35
Education: Bsc.
Location: Toronto
Family: 3
Job: Financial Analyst
Goals
Efficient Shopping Experience: Amorowat wants to quickly browse and purchase outfits for her daughters without wasting time on complicated interfaces or slow-loading pages.
Stay Updated on Fashion Trends: Amorowat aims to discover the latest styles for children and regularly update her daughters' wardrobes with trendy, yet practical clothing.
Frustrations
Slow and Complicated User Interfaces: Amorowat often finds online shopping apps sluggish or hard to navigate, leading to a frustrating shopping experience..
Overwhelming or Confusing Welcome Screens: Amorowat gets frustrated when the welcome screen of an app is cluttered, with too many options or distractions, making it difficult for her to quickly find the sign-in or sign-up buttons. She prefers a clean, straightforward interface that allows her to jump right into shopping without any confusion
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Problem statement
Amorowat needs a user-friendly, efficient shopping platform where she can quickly discover and purchase stylish, high-quality clothes for her daughters. The current online shopping experiences she uses are often slow, overwhelming, and fail to provide relevant recommendations, making her feel frustrated and wasting her time.
Background: Amorowat is a devoted mother of two young daughters, aged 6 and 9, who mean the world to her. She loves dressing them in stylish, high-quality clothes that reflect their fun personalities. As someone who takes pride in curating their wardrobe, Amorowat is always on the lookout for trendy and comfortable outfits for her daughters. With a busy schedule juggling work and home life, she relies heavily on online shopping platforms for convenience. Amorowat enjoys exploring new brands but often finds it frustrating when shopping apps are slow, confusing, or don’t offer personalized suggestions based on her children’s needs.
After research (interviews) with product users we came up with alot of pain points. For the purpose of this research study, we limited these pain points to just four. All though all were important, but this four were prioritized.
Pain points
Poor Transitions
Users complained about how laggy the flow transitions were.
Unfriendly interface
Users do not consider the interface to be esthetically pleasing
Signing in
Users wanted an option to sign into their fashionista account using their existing social media accounts
The Ideation process
Now that we have empathized with our users and defined the user problem, here comes the ideation phase. I am very excited to share this journey with you.
We created 8 wireframes for eight screens for our app, and 6 for our website. As we advance to digital wireframes it is our hope we keep the best features.
Paper sketches and wireframes
Digital Wireframes
In creating the digital wireframes, I made sure to put the users front and center, and through research, I came up with some user-friendly designs for the home and log-in screens.
Prototype
Both a low and high fidelity prototyoes were created, and this served as a guide in how we want out design interaction to be and how it should feel.
Low Fi Prototype
First usability study parameters
Participants:
Participants are all between the ages of 25 - 50.
Three females and two male.
Study type: Unmoderated usability study
Location: Canada, Remote.
Length: 30 minutes.
Findings
We carried out an unmoderated usability study. In order to come up with our findings, we took notes and gathered our data, grouped this data and created themes based on the data, thus coming up with an accurate information which we used in creating powerful and actionable insights. I used an affiinity diagram to group and gather and arrange the findings/insights.
Actionable Insights
Create a smoother layout for users so they can feel more confident.
Include a loading icon so it can feel more interactive.
Create easy sign-in screen for users.
Affinity diagram
Based on the findings, we incorporated nall changes into our designs and came up with a final version ready to be handed out.
Mockups
Through our design feedback, we iterated on the wireframe design and added a bit more feel to it enabling the interaction to feel more alive rather than static
High Fidelity Prototype
Dedicated mobile app prototype and final design
Takeaways
Users are now confident in signing in using the app, they can quickly log in with their already existing social media account with the help of a smoother, interactive and easier layout.
What I learned
I learned that changes and iterations to designs are always subject to change even to a greater extent, this is all about conducting a series of usability tests.
Next steps
Conduct another round of unmoderated usability study, to keep improving on the designs.
Conduct more research in order to determine if there are any new areas of concern
Participant