UX Research & Design

Fashion E-commerce

Mirror - Genderless Fashion Responsive Design

Project Scope

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.

The Process

01| Background

Industry

Fashion

Differentiation

Genderless, affordable

Target audience

People of ANY GENDER who don’t give a $%*! about traditional gender roles, ages 18-35

Locations

Over 200 locations in over 30 countries

Reputation

Unique, reliable clothes with reasonable prices

Story

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

Goals

  • To create an e-commerce home for Mirror
  • Discover user behavior patterns, and their likes and dislikes
  • Use findings to create a user-centered platform
  • Develop a new brand identity to capture the essence of Mirror’s unique clothing experience

Challenges

  • First large-scale genderless fashion site
  • Convey the message of genderless clothing through branding online
  • Explore and implement visual thinking strategies to maintain in-person experience online

02| Research

Research Goals

To uncover user context, learn user likes and dislikes about online shoping, discover motivations for shopping online and determine areas open for market differentiation

Methods

  • Secondary Research
  • Competitive Analysis
  • Interviews
  • Context Inquiry
  • Card Sort

Interviews & Context Inquiry

Interviews

I interviewed 5 subjects, male and female, who were between the ages of 21-35 and liked to buy clothing online.

Context Inquiry

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.

Findings

  • Most people shop online at home via their laptop or desktop computer, because it’s convenient and isn’t time consuming
  • People view shopping online as a more personalized experience
  • The global pandemic has affected people’s shopping habits, making them more likely to shop online
  • Companies have merged with social media to make online shopping even easier.

Card Sort

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

Percent of agreement

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.

03| Findings & Implications

Findings

  • Sales and markdowns should be clearly visible
  • Site should be clean, organized and have clear CTA’s
  • Brand values and style should be made evident
  • Menu categories that are easily understood are vital to navigation and task completion

04| Development & Design

Sketching

  • With pencil, I drew multiple options for the layout of each page
  • I then laid out my final choices with annotations describing my design decision
  • Each design decision was based off of observations derived from the aforementioned research methods

Wireframes

Full Set of Wireframes

High-Fidelity Designs & Prototype

05| Testing & Iteration

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.

High Priority Revisions

Low Priority Revisions

Conclusions

What went wrong and why?

What did I learn?

What I could have done better?

Next Steps