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Labels on Main

a UX e-commerce case Study for Womans’ fashion stores on Main Street

Build a web-based tool that anyone can access in order to build an increased interest in shopping local, supplement the sales of Main Street womans’ fashion shops, and increase community engagement. Then Prototype an e-commerce website and present an interactive prototype in 4 weeks.

These are the stores that we targeted for our research.

Working in a team of 2, we compiled a list of qualifying questions that we can ask our shoppers in order to get more clarity on how their shopper behavior changes from shopping in store to shopping online.

We conducted interviews with local fashion shoppers on Main street,
focusing on females who shop, and work on Main Street.
We also sent out online surveys to shoppers to establish our demographic,
and identified where the most important touch points where, as well as
pin point where their pain points are by shopping in person vs shopping online. We also did some contextual inquiries to assist with our findings.

After our interviews and surveys, we did a couple of domain searches, to see what works and what doesn’t.

We considered all the content, and concluded that these are the points that were the most prominent, when shopping on Main Street:

Some of the key findings when shopping online were:

Based on all the above findings, we were able to identify who our shopper is, and created a persona on whom we can base the e-commerce shopping experience.

After reviewing our shopper behavior, this is how Amber is easily converted to rather buy her clothing online, as time is precious and she needs to get ‘that’ pair of pants.

Identifying where the largest pain point was, and collating our research data, we were able to categorize our results by using an affinity diagram and doing a feature prioritization.

Affinity Diagram

The items identified as the most crucial for the primary flow were:

It was very interesting to see how much our shoppers value the ability to try something on virtually, as the comfort always remains there to have a hassle free delivery and return once purchase is made.

To overcome the fear of not being able to touch the product, the customer reviews played an important role to help our shoppers envision the fabric, feel, fit and quality. We encourage our customer reviews to be as descriptive as possible to assist other shoppers in making that online purchase.

Based on our research, we identified 3 key things that our shopper, Amber, would like to achieve and we created a primary user flow for the website, which is what we focused on when doing our user testing and prototyping.

We did some rough site maps, and after many versions of eliminating and fine tuning, we could identify what would be the key driving factors to make sure our site is exactly what Amber Willow needs to make her purchase without hesitation or hassle.

User testing followed once we did our first draft of low fidelity prototypes. this was done numerous times, adding screens, deleting steps, changing buttons and rerouting the fitting and checkout process. In order to get the process right, the testing was done internally, as well as external people who had no knowledge of the project.

Designing the low fidelity prototype in sketch was great and allowed us to make design changes to keep the same brand identity across all the pages. We based our design on a 12 column grid, as this allowed us to accommodate large and small areas of content on the page. Keeping the design simple so that it would fit within all the different fashion store brands on Main Street was key and that it would not alienate some shoppers that would visit the site.

A low fidelity prototype was created first, as it would be easier to adjust design decisions before a hi fidelity prototype was created.

Landing page for Labels on Main

After successfully testing the prototype, it is essential to make sure that the Virtual Fitting Room functions flawlessly. Since shoppers are not able to touch the product, customer reviews are key to assisting purchases. The virtual shop assistant is valuable to keep shopper loyalty. Free delivery and returns will keep shoppers eager to buy.

Amber Willow has successfully purchased her summer pants, and will be a regular shopper on Labels on Main.

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