Mirror - Genderless Fashion Responsive Design
Within the world of affordable fashion, genderless clothing is under-represented. In order to bring this company online, I have conducted research to find out how the prospective customer thinks and tailored a site to match their needs. I have also created a logo and brand identity for the company, using them as building blocks to build responsive designs and a working prototype. This entire project took about 7 weeks.
Fashion
Genderless, affordable
People of ANY GENDER who don’t give a $%*! about traditional gender roles, ages 18-35
Over 200 locations in over 30 countries
Unique, reliable clothes with reasonable prices
In the 1970’s queer culture existed in the shadows, shunned for being different. Mirror was created to provide a wide-scale genderless fashion medium for self-expression
To uncover user context, learn user likes and dislikes about online shoping, discover motivations for shopping online and determine areas open for market differentiation
I interviewed 5 subjects, male and female, who were between the ages of 21-35 and liked to buy clothing online.
I executed one in-person context inquiry. The participant was 23, a musician and a regular online shopper. She most often shopped at fast-fashion places like Nasty Gal and Asos. I watched her go through the task of purchasing an item on Nasty Gal and asked questions about her motivations while doing so.
Users were asked to create their own categories (open sort) for items that will be in stock online at Mirror’s store. These results guided the categorization by analyzing how the user would categorize them. I used Optimal Sort to acquire these responses and organize the results
Using Optimal Sort's metrics, I was able to categorize items based on real user opinions. Ensuring that the user would have an easier time locating what they needed via the drop down navigation menus.
Using the research I had conducted, I created a persona to represent the user. This allowed me to design with an actual person in mind.
Creating this visual aid put me in the mind of the user. Guiding my design decisions based off of empathy for the users pains, goals and needs.
A map of the website that accounts for the user's goals, based on my research findings.
Full Sitemap
Paths that the user might take to complete their goals. Click the link to see all flows.
All User Flows
Once the prototype was completed, I used it to conduct remote usability tests with users via Zoom. They shared their screens while I asked them about their motivations and choices. Then I organized the findings and decided what changes were to be prioritized.
