Context

User research in China

Role

UX/UI design

Objective

Help shopper making their decision in store

My fashion assistant is the result of user-centered researches about way of shopping in China. The goal was to develop a new experience based on users’ needs gathered during a large investigation that I conducted online and in store.

The result is interactive displays available inside the store and then in the fitting room, that are helping you choose your best fit by comparing your item with other pieces available in the shop, other customers’ choices and your own wardrobe at home.

User research
User Interviews
Helped by a Chinese friend, I have conducted a series of interviews in malls with possible customers as well as salespersons in order to have the different stakeholders points of view.

Spy on the field
I have been on the field to observe how people shop in different type of stores and also looked at the usage of the most famous and largest shopping website in China, Taobao (equivalent of “eBay”) in order to understand how Chinese people shop online.

Conceptualisation & user tests
Initial Ideas

Initial Ideas To be able to test the first concepts I developed, I created few storyboards that I have then confronted to the different stakeholders. Thanks to it, I refined them in one last final concept.

Role-plays
To get a better idea of the usability of the different interfaces, I developed a role-play game that I tested with possible customers. People were asked to interact with the items without any further explanation. Depending of their actions, the next screen was shown or not. This allowed me to refine my interfaces to a user-friendlier version.

Further user tests
In order to have the best ergonomics for the project, I have created few more experiences and role games to see how people will interact with the displays and then refine my design consequently.

One concept, two moments
In store
The first display would be accessible in the store. Thanks to it, users could scan their item and then discover some suggestions of clothes that could match with their selected article.

 

They would also be able to access related information, for example, the piece’s location in the store.

 

Finally, the person would see other customers’ outfits including this specific item and so be inspired or have a better idea of the item’s fit.

In the fitting room
The second display would be accessible in the fitting room.

 

Thanks to a fidelity card, the customer would have the possibility to virtually add on the mirror clothes that he has bought at this store but which remains at home. In this way, the person would be able to know if the clothes he has chosen match those he already has.

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