Smartchic

Shanelle Roberts June 2016

iOS mobile app case study

PROBLEM STATEMENT

smartChic

“How might we help women find clothing that fits their bodies, matches their style and fits their budget.”

Based on user research, one of the key themes that emerged was that retailers have failed to provide enough useful information to online shoppers to help them accurately find the clothing that they are looking for.

PROBLEM STATEMENT

I believe that if we create a smart tool that provides shoppers with more relevant information about the clothing they are considering buying, it will enable shoppers to make better purchasing decisions.

HYPOTHESIS

HOW DID I ARRIVE AT THIS CONCLUSION?

COMPETITIVE ANALYSIS

USER RESEARCH PERSONALEXPERIENCE

TRUNK CLUB SUMISSURA MACYS ESHAKTI NORDSTROM

REVENUE MODEL Subscription service to its customers, % of goods sold from the retailer/supplier.

NICE QUALITIESStraightforward onboarding experience that gather’s actionable data about the user.

Current recommendations were reflected for the season of the year we are in and my current location.

Personal stylist who you can talk with about what kinds of pieces of clothing you are looking for.

Aesthetically pleasing, gives off an air of sophistication and exclusivity.

COULD IMPROVEOnboarding steps were formatted for a mobile device, which on a desktop is a bit visually distracting.

Recommendations seems to be a bit generic, not necessarily tailored to my body shape

COMMENTSRequested an interview with the company to talk about their demo and their company. Waiting for a response.

REVENUE MODEL Based off the made to orger clothing available on their web site.

NICE QUALITIESCan customize your clothing to your exact measurements.

Gives very detailed instructions on how to take measurements of your body to get the best fit.

Can save your measurements and open them up on the mobile version of their app.

Visual representation of when customization happens to an item of clothing. Change of the fabric updates on the manniquin.

Samples, gift cards and measuring tapes are delivered for free.

Supports six languages on the site

COULD IMPROVENo reviews on the site

COMMENTStrade off of buying a specific brand in order to get custom fit clothing

REVENUE MODEL Retailer

NICE QUALITIESNice mix of designer and in house brands for the shopper to choose from.

Buy online and pick up in store. Free returns.

Gallery feature where cutomers can post pictures of themselves in their purchases.

Allows users to share photos of themselves in the clothing they bought

COULD IMPROVEThe homepage graphic about the latest sale is a bit of an eye sore.

Overall brand presence is minimized by the volume of content that the user is overwhelmed with.

I would fix a header with the different departments + search to the top of the page after the user starts to scroll.

Not all clothing details pages have a size chart attached to them.

REVENUE MODEL Based off the pre-made and custom sized clothing ordered on their site.

NICE QUALITIESFree return shipping

has an iPhone/Android App

Gives the user to option to order based on traditional sizes or for a fee customize it to user’s measurements

COULD IMPROVEOffer pants to the user to purchase, instead of just skirts, tops and dresses.

Recommendations seems to be a bit generic, not necessarily tailored to my body shape.

COMMENTSDelayed gratification - If customized, user will have to wait longer to receive the garment.

trade off of buying a specific brand in order to get custom fit clothing

REVENUE MODEL Retailer.

NICE QUALITIESCompany brand feels more refined and high end.

Great variety of quality and designer label clothing.

Free shipping. Free returns on all online purchases.

Can shop on mobile devices as well as the desktop

Good use of search on their web app.

User reviews are insightful.

COULD IMPROVEThe true to size measurement feature is ambiguous. It needs better clarification as to what that means so that users can determine if it applies to them.

Would appreciate more personal-ization of the customer experi-ence as it relates to how to choose clothes that fit me and my style within my budget.

COMPETITIVE ANALYSIS

smartChic

INTERVIEW NOTES

smartChic

Current online shopping experience is painful in the following ways:• Sizes are not consistent between brands• It’s hard to tell of the clothing I like will fit my body shape • Product detail pages and reviews fail to provide enough relevant information about the clothing I am looking to purchase• Retailers fail to notify me if an item in my wish list goes on sale or is in low supply• Users want help putting outfits together based on the items they are viewing

USER INTERVIEWS

smartChic

FINDINGS

Megan

FRUSTRATIONS GOALS

AGE: 41

RESIDENCE: SAN DIEGO, CA

PERSONAL LIFE: MARRIED WITH 2 KIDS

OCCUPATION: PROJECT MANAGER

EDUCATION: BA IN PROJECT MANAGEMENT

INCOME: $145,000/year

ANDROID OR IOS: IOS

PC OR MAC: PC

TECHNOLOGY SAVVY RATING: 3 OF 5

FAVORITE BRANDS: White House Black Market, International Concepts, Michael Kors, Vince Camuto, NYDJ, Trina Turk, Banana Republic

FAVORITE RETAILERS: Nordstrom, Macy’s

FAVORITE ITEM OF CLOTHING: Michael Kors brown belted leather jacket

MONTHLY CLOTHING BUDGET: $400

“I shop online to save time or to find out if the dress I’ve been eyeing for an upcoming business event is

on sale, in stock and in my size.”

Megan works for a digital marketing agency managing the company’s largest client - Capital One. She consistently has in person meetings with stakeholders, vendors, and team members to keep them on track so that they deliver the product on time, on schedule and on budget. This requires that she always dress professionally.

Since having her second child, her body hasn’t completely bounced back. This has left Megan with a number of clothing items she used to be able to wear, like her favorite pencil skirt, that just don’t fit her anymore. Being a mother of two, leaves her with little time to go into the stores and shop for clothing, so she prefers to do her shopping online.

Lack of time to shop in person forces Megan to shop online when she can grab a spare few minutes.

Finding prefessional clothing that fits her has been largely unsucessful since having her last child.

She has a hard time figuring out if the picture of the clothing on the model will look good on her since they don’t have the same body shape.

Not having enough knowledge about the fabric and fit when buying clothing online - how sheer is the material, does it require dry cleaning, will it stretch...

Not being able to be notified when items in her wish list go on sale or when the items in her size are getting low in stock.

Finding a great top or skirt that she loves, but not having anything else in her closet that goes with it, and not really sure what will look good with the clothing she’s selected.

To find professional clothing that is on budget, matches her style and fits her in a timely fashion

To know what flatters her post baby body shape

To not spend a ton of time trying to find clothing she likes

To be able to share recommendations about her successes and failures when trying to find clothes that fit her body with a select community of women

PERSONAS

smartChic

Sharon

FRUSTRATIONS GOALS

AGE: 30

RESIDENCE: Okmulgee, OK

PERSONAL LIFE: MARRIED

OCCUPATION: SALES ASSOCIATE

EDUCATION: Diploma

INCOME: $35,000/year

ANDROID OR IOS: Android

PC OR MAC: PC

TECHNOLOGY SAVVY RATING: 3 OF 5

FAVORITE BRANDS: Rock & Republic

FAVORITE RETAILERS: JC Penney’s

FAVORITE ITEM OF CLOTHING: Rock & Republic jeans

MONTHLY CLOTHING BUDGET: $60

“I shop online to save time. I don’t want to spend a lot of money or have to get multiple sizes in order

to find something that works for me.”

Sharon works for a Gamestop as a sales associate. She needs clothing that is durable and fits within her work’s guidelines along with some fun outfits for date nights with her husband.

Her curves have always presented her with a bit of a challenge to dress that still feels like an accurate reflection of who she is. She likes more edgy, bold clothing, but isn’t willing to spend lots of money to acheive her style goals.

Lack of time to shop in person forces Sharon to shop online when she can grab a spare few minutes.

Finding tops that that fit her has been largely unsucessful since she is fuller figured.

She has a hard time figuring out if the picture of the clothing on the model will look good on her since they don’t have the same body shape.

Doesn’t understand why finding a pair of jeans to fit her body is so hard. Even when she finds a brand she likes, the pants don’t always fit her correctly.

To know what flatters her curvy body shape

To not spend a ton of time trying to find clothing she likes

To find out what clothing works for other women of similar body shape and style

PERSONAS

smartChic

PROPOSED SOLUTION

smartChic

SMART CHIC SOLVES THESE ISSUES BY Identifying key metrics about our users

Customizing results & reducing friction

STYLE PREFERENCES BRAND PREFERENCES PERSONAL FIT GUIDE

ONE CLICK PURCHASEOF AN OUTFIT

STYLE & FIT HELP ALERTS FOR WISH LIST ITEMS

ON SALE IN STOCK INYOUR SIZE

USEFUL REVIEWS

Smart Chic’s minimum viable product focuses on solving our user’s goal to provide them with a seamless experience that they can take with them on the go.

I chose to go with an iPhone app as the targeted product delivery vehicle for solving this problem.

MVP

smartChic

MINIMUM VIABLE PRODUCT

Keydeliverables

USER STORIES

smartChic

FEATURE PRIORITIZATION

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HIGH IMPACT

LOW IMPACT

EX

PE

CT

EDU

NE

XP

EC

TE

D

One click to add outfit to shopping cart

Manage body measurements in app

define personal style

select favorite brands

search for clothing in the app

enter monthly clothing budget

invite friends to use app

attach a photo to my review

Sign in to account

Sign up with social media

In app notification of an item in users wish list in users size going on sale

publish reviews to my social media accounts

Get recommendations on other items that would work with the item of

clothing I am viewing to help create better outfits

In app notification of an item in users wish list in users size - inventory running low

USER FLOW

smartChic

USER DOWNLOADS THE APP

USER CREATES A PROFILE

SYSTEM ANALYZES PROFILE& MAKES RECOMMENDATIONS

USER SHOPS RECOMMENDATIONS

USER SELECTS AN OUTFIT/ITEM OF CLOTHING

USER READS REVIEWS

USER READS CLOTHING SPECS, CARE, AND FIT GUIDE

OPTIONAL

USER ADDS ITEM(S) TO HER CART

USER BUYS ITEMS IN HER CART

USER RECEIVES PURCHASE AND TRIES ON HER CLOTHING

USER REVIEWS HER PURCHASEONLINE

SYSTEM ANALYZES FEEDBACK& ADJUSTS RECOMMENDATIONSBASED ON USER’S REVIEW

USER SHOPS FOR MORE CLOTHING

USER LEARNS MORE ABOUT HERBODY SHAPE AND HOW TO BESTDRESS IT

USER UPDATES PROFILE SETTINGS

USER INVITES FRIENDS TO USE THEAPP

USER FOLLOWS OTHER WOMEN WHO HAVE SIMILAR BODY SHAPESAND STYLES

OR

TASK FLOW

smartChic

USER TAPS SHOP

SYSTEM DISPLAYS PREDETERMINEDRECOMMENDATIONS

USER TAPS BUY OUTFIT

USER ENTERS SIZES FOR ALL ITEMS IN THE OUTFIT USER TAPS CHECKOUT

USER ENTERS SHIPPING INFO

USER ENTERS PAYMENT INFO

USER REVIEWS HER CART,SHIPPING AND PAYMENT DETAILS

USER SUBMITS THE ORDER TO THE APP SYSTEM PROCESSES ORDER

CONFIRMATION PAGE DISPLAYS

USER SELECTS OUTFIT

SYSTEM ADDS ALL ITEMS TO THE CART

BUYING AN OUTFIT

TASK FLOW

smartChic

USER TAPS SETTINGS ICON

SYSTEM OPENS SETTINGS MENUSLIDER

USER TAPS TOGGLE BUTTON TO DISABLE ALERT

USER SELECTS ALERTS& NOTIFICATIONS

TURNING OFF ALERTS

TASK FLOW

smartChic

USER TAPS PROFILE ICON

SYSTEM OPENS PROFILE PAGE

USER UPDATES FIELDS IN PROFILE

USER TAPS SAVE

USER SELECTS EDIT PROFILE PAGE

EDITING THE USER PROFILE

SYSTEM SAVES PROFILE DETAILS& UPDATES RECOMMENDATIONSIF APPLICABLE

SIGN IN / SIGN UP

WRITE A REVIEW

PUBLISH A REVIEW TO SOCIAL MEDIA

PROFILE

NOTIFICATIONS

PAYMENT SETTINGS

ACCOUNT SETTINGS

SIGN OUT

ABOUT SC

LEGAL

SETTINGS

CHOOSE YOUR STYLE

CREATE ACCOUNT

CHOOSE FAVORITE BRANDS ENTER MEASUREMENTS

INVITE FRIENDS

FOLLOW USERS

WISH LIST

SHOPPING CARTVIEW CART

CHECKOUT

SHIPPING

PAYMENT METHOD

REVIEW CART

ORDER CONFIRMATION

ORDER FAILURE

SHOP

VIEW PROFILE

EDIT PROFILE

SEARCH

SEARCH RESULTS

TIPS - DRESSING YOUR BODY

INVERTED TRIANGLE

HOURGLASS

TOP HOURGLASS

SPOON

PEAR

STRAIGHT

DIAMOND

OVAL

CLOTHING DETAILS

HOME

DOES THE USER HAVE AN ACCOUNT?

YES

NO

IS PAYMENT PROCESS SUCCESSFUL?

YES

NO

SITEMAP

smartChic

SKETCHES

smartChic

WIREFRAMES

smartChicCREATE A NEW ACCOUNT/ONBOARDING FLOW

Welcome to Smart Chic Sign in or sign up Choose your personal style Choose your favorite brands Alt view of brands Enter your body’s measurements Add account details system saving details/creating your profile

home screen

User presented with three sign inoptions and the chance to register if they don’t have an account.

User presented personal style options, cannot continue till atleast one option is selected.

User presented with alternative view of brands to suit their preferences.

User presented with account detailsneeded to finalize creation of the account.

User presented with body measure-ments designed to help the appmake smarter recommendationsbased on actual data provided bythe user.

User presented favorite brandoptions, cannot continue till atleast one option is selected.

COMPS

smartChicCREATE A NEW ACCOUNT/ONBOARDING FLOW

Welcome to Smart Chic Sign in or sign up Choose your personal style Choose your favorite brands Enter your body’s measurements Add account details Add account details - filled in system saving details/creating your profile

home screen

User presented with three sign inoptions and the chance to register if they don’t have an account.

User presented personal style options, cannot continue till atleast one option is selected.

User presented with account detailsneeded to finalize creation of the account.

User presented with body measure-ments designed to help the appmake smarter recommendationsbased on actual data provided bythe user.

Choose your filter options Choose favorite department stores

User can select as many as they wish and the app will filter brandsbased on what those stores carry

User presented with filter options to help find the brands they lovemore quickly

User presented favorite brandoptions, cannot continue till atleast one option is selected.

1 Must select at least one style before moving to the next screen

Must select at least one brand before moving to the next screen

must be a valid email address, otherwisedisplay error message

must contain a minimum of 8 characters, otherwise display error message

button doesn’t turn active till both fields have been correctly filled out

2

3

4

5

Notes

3

4

2

1

5

Based on user testing results, I went with the scrolling option for brand selection withadvanced filtering and searchcapabilities so the user can quickly find their favoritebrands.

COMPS

smartChic

ALERTS & NOTIFICATIONS

alert & notifications settings wish list notificationMenu slider

PRODUCT PAGES

shirt delails dress detailsoutfit details

1 Acceptance of an invitation is off by default

Wish list alerts are on by default2

Notes

1

2

PROTOTYPE

smartChichttps://invis.io/XP7B9GL6R

TAKEAWAYS

smartChic

• The interviews were critically helpful in identifying pain points and gaps currently missing in today’s shopping experience• Lack of standardization amongst designers contributes to consumer frustration on trying to find the right clothing for them • Sales people were resistant to offer insight on how shopping for clothingcould be improved • Validating my ideas to see what is working and what isn’t is extremely helpfulin shaping how I organized my mobile app designs• Going through the different design exercises helped me get a better picture of what the end product should be and how to best help the user meet their goals

WHAT I LEARNED