Kitara Fashion E-Commerce Mobile Application.

Challenge:

The primary challenge for the Styler app is to stand out in a crowded market of fashion and styling apps. The app needs to offer unique, value-added features that cater to the diverse and dynamic needs of fashion enthusiasts. This includes navigating the complexities of integrating advanced technologies like artificial intelligence for style recommendations and augmented reality for virtual try-ons, while ensuring an intuitive and engaging user experience.

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Design Process

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01 Research

Research Plan

The research phase for Styler is designed to deeply understand the fashion app market and its users, encompassing their needs, preferences, and behaviors. This foundational research is crucial for creating a user-centric app that stands out in the market.

• Goals: To gather comprehensive insights on user needs, market trends, and competitor strategies.
• Questions: What are the current trends in fashion apps? What do users expect from a fashion stylist app? How do existing apps meet these needs, and where do they fall short?
• Assumptions: Users seek personalized fashion advice, they prefer an integrated approach for fashion management, and are open to using advanced technologies for a better fashion experience.
• Methodologies: A blend of Secondary and Primary Research, including market analysis, competitive analysis, and user interviews.
• Participants: A diverse group of fashion enthusiasts and casual users.
• Timeline: Planned over a period of 4 weeks, aligning with the initial phase of the project.

Research Goals

• Understanding the Market: To grasp the current landscape of fashion stylist apps, including market size, growth trends, and technological advancements.
• Target Audience Identification: To define the app’s primary user segments, understanding their fashion needs, tech savviness, and style preferences.
• Competitor Analysis: To evaluate how existing apps are addressing user needs and to identify potential areas for innovation.
• User Behavior Understanding: To learn how users currently manage their fashion choices and what they seek in a fashion stylist app.
• Trend Discovery: To uncover emerging trends in fashion tech and user preferences.

Assumptions

• Users are looking for personalized fashion guidance.
• There is a high interest in integrating wardrobe management with fashion discovery.
• Users are inclined to adopt apps that offer advanced features like AI and AR.
• Social media influences fashion choices significantly.

Methodologies

• Secondary Research (Market Research, Competitive Analysis)
• Primary Research (User Interview)

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Secondary Research

Market Research

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Fashion App Market Dynamics

• Market Growth and Trends: The global fashion app market is experiencing robust growth, propelled by increased digital engagement and the rise of e-commerce. This growth is particularly notable in regions with high smartphone penetration, such as North America, Europe, and parts of Asia.
• Impact of Social Media: Social media platforms have significantly influenced fashion trends and consumer behavior, driving the popularity of fashion apps among younger demographics.

User Demographics

• Age and Gender Distribution: Fashion apps are predominantly popular among younger age groups, particularly millennials and Gen Z, with a slight skew towards female users who actively seek fashion inspiration and online shopping solutions.
• Income Levels and Spending Patterns: Understanding the spending power and habits of different income groups is key to tailoring the app’s offerings – from budget-friendly fashion advice to premium styling services.

Technological Integration in Fashion Apps

• Augmented Reality (AR) and Virtual Try-Ons: AR technology is revolutionizing the fashion app space by enabling users to try on clothes virtually, enhancing the online shopping experience.
• Artificial Intelligence (AI) for Personalization: AI-driven algorithms are being used to provide personalized fashion recommendations based on user preferences, browsing history, and purchase patterns.

Fashion Consumption Behavior

• Online Shopping Trends: An increasing number of consumers are turning to fashion apps for their clothing purchases, driven by convenience and the ability to compare prices and styles.
• Sustainability and Ethical Fashion: There’s a growing trend towards sustainability in fashion, with consumers showing interest in apps that offer sustainable clothing options or information about ethical fashion practices.

Competitive Landscape

• Direct Competitors: Analysis of apps that directly compete in the fashion stylist space, focusing on their features, user interface, customer engagement strategies, and pricing.
• Indirect Competitors: Consideration of broader lifestyle and e-commerce platforms that incorporate fashion elements, providing insights into successful features and potential partnerships.

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Competitive Research

• Direct Competitors: Analysis of apps that offer similar services like personal styling advice, wardrobe management, and online shopping.
• Indirect Competitors: Examination of broader lifestyle and e-commerce apps that include fashion-related features or sections.
• Features and Offerings: In-depth analysis of competitor features, user interface and experience, pricing models, and customer feedback.

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Provisional Persona Development

• Developing User Personas: Creating detailed user personas such as the trend-conscious fashion enthusiast, the eco-friendly shopper, or the budget-aware style seeker. These personas will represent the app’s diverse target audience, guiding feature development and user experience design.
• Persona Utilization: These personas are instrumental in shaping the app’s design, marketing strategy, and content creation, ensuring that Styler meets the nuanced needs of its user base.

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Primary Research

User Interview

To gain deeper insights into our target audience for the Styler app, I conducted primary research through user interviews. This process involved engaging directly with potential users to understand their experiences, preferences, and pain points related to fashion and styling apps.

Interview Guide

An interview guide was developed with open-ended questions to encourage participants to share their experiences and stories freely. The guide included questions on fashion habits, app usage, styling preferences, and online shopping experiences.

Participant Demographics

A diverse group of 5 participants was chosen for the interviews, comprising 3 males and 2 females, to ensure a broad perspective on fashion and styling needs.

Assumptions Validated

• Fashion Enthusiasts as Primary Users: Most participants showed a keen interest in fashion and regularly followed trends, validating our assumption about the app’s main user base.
• Willingness to Use Digital Platforms for Fashion: A majority of participants expressed comfort and eagerness in using digital platforms for fashion advice and shopping.
• Demand for Personalized Fashion Advice: Most participants indicated they would appreciate personalized fashion recommendations based on their style preferences and body types.
• Social Media as a Fashion Influencer: All participants acknowledged the significant impact of social media on their fashion choices.

Research Synthesis

Empathy Map

After the interviews, I created an empathy map to synthesize the qualitative data, identify patterns across users, and generate insights and needs.

Insights

• Participants often seek fashion inspiration from social media influencers and friends.
• Reviews and ratings are crucial in their decision-making process for online fashion purchases.
• There is a desire for more personalized and diverse fashion options.

Needs

• Trustworthy and personalized fashion recommendations.
• Assurance of quality and fit before making online purchases.
• Platforms to connect with other fashion enthusiasts and share opinions.

User Persona

Based on the gathered insights, a user persona was developed:

• Meet Fiona, a 28-year-old marketing professional in New York. Fionais style-conscious and often turns to apps for the latest fashion trends and online shopping. She values personalized recommendations and enjoys sharing his style on social media.

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02 Strategy

How Might We (HMW) Questions

• How might we provide personalized fashion advice to users like Fiona?
• How might we integrate social media elements to enhance user engagement?
• How might we build trust and confidence in online fashion purchases?

Brainstorming and Product Goals

• To offer a highly personalized fashion experience tailored to individual user styles.
• To integrate social sharing and community features, allowing users to connect and share fashion tips.
• To provide reliable and comprehensive information on products to build trust in online purchases.

Product Roadmap

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Application Map

Finally, an application map was developed to visualize the structure of the Styler app. This map outlines the user journey, feature placement, and content hierarchy, ensuring a seamless and intuitive user experience.

This primary research phase for Styler lays the groundwork for a user-centric fashion stylist app, with a clear strategy for development and feature prioritization.

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03 Design

Example Task Flow

1. Task 1: Creating a Personalized Style Profile.
2. Task 2: Browsing and Selecting Fashion Items.
3. Task 3: Using the Virtual Try-On Feature.

User Flow

Based on the task flows, user flows were developed to simulate real-world scenarios users might encounter while using Styler. These flows help in visualizing the user’s journey through the app, ensuring a user-friendly experience.

Example User Flow

• For Task 1, the user flow might involve a new user downloading the app, creating an account, and being guided through a series of questions to establish their style profile.

Wireframe

Sketches

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Mid-Fidelity Wireframes

After completing the mid-fidelity wireframes, I linked them using InvisionApp to create an interactive prototype. This prototype was essential for usability testing, allowing for the evaluation of user flows and the identification of any issues in the app’s information architecture.

• iOS Design Considerations: Adhering to Apple’s Human Interface Guidelines, the design was tailored for an intuitive iOS user experience.

Mid-Fidelity Prototype

Usability Testing Tasks

1. Task 1: Completing the style profile and receiving personalized fashion recommendations.
2. Task 2: Browsing through the fashion catalog and adding items to the wishlist.
3. Task 3: Engaging with the virtual try-on feature and sharing the look on social media.

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04 Prototype & Testing

Usability Testing

Preparation for Usability Testing

Before the usability testing of Styler, it was vital to define clear objectives, methodologies, and tasks. A usability testing plan was drafted, detailing these aspects and setting up metrics for success.

• Expected Outcomes: Aiming for a high completion rate of tasks, with an expected 100% completion rate for all tasks as they represent standard actions in a fashion styling app. An anticipated 90% error-free rate was set, acknowledging the prototype’s limitations.

Conducting Usability Testing

Usability testing involved both in-person and remote sessions with 5 participants. Their interactions with the Styler prototype were closely monitored, recording any errors, confusion, or difficulties encountered. This data was vital for identifying user interaction patterns and areas for improvement.

Affinity Map

• Patterns Identified:
  • Difficulty in locating certain fashion categories or items.
  • Confusion between different features like virtual try-on and personal stylist consultation.
  • Users seeking more intuitive navigation for wardrobe management.
• Insights Gained:
  • Users need clearer categorization and labeling of fashion items.
  • A more intuitive flow between virtual try-on and consultation features.
  • Enhanced user interface for smoother navigation in wardrobe management.
• Recommendations:
  • Refine categorization and enhance search functionality.
  • Streamline the process between trying on items and receiving stylist advice.
  • Redesign the wardrobe management interface for ease of use.

Mood Board Creation

A mood board was created on Pinterest, focusing on the core attributes of Styler: Sophisticated, Trendy, Accessible, and Innovative. This mood board served as a visual inspiration for the branding elements.

Logo Design

The logo design process involved brainstorming around the app’s attributes, sketching multiple concepts, digitizing selected designs, and refining the top choices for clarity and impact.

Style Tile

The style tile was developed as a cohesive guide for the app’s visual design, incorporating the chosen color palette, typography, imagery, and other UI elements that reflect Styler’s brand identity.

UI Kit

A comprehensive UI kit was compiled, encompassing all UI elements used in Styler. This kit is intended as a reference for future design work and ensures consistency across the app.

High-Fidelity Wireframes & Prototype

High-fidelity wireframes were created, applying the style guidelines established earlier. This phase allowed for a closer examination of the app’s aesthetics and visual balance.

• Interactive Prototype: A final, interactive prototype of Styler was developed, showcasing the full user experience and interface design.

High-Fidelity Wireframes & Prototype

• Interactive Prototype: A final, interactive prototype of Styler was developed, showcasing the full user experience and interface design.

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Final Thoughts + Next Steps

Final Reflections

The final prototype for Styler aligns with the initial project goals, providing a user-friendly and engaging fashion styling experience. The app successfully incorporates key features like wardrobe management, style advice, and virtual try-ons.

Future Enhancements

Given more time, further development of additional features, such as advanced AI recommendations and community-driven fashion trends, could be explored to enhance the app’s appeal and competitiveness.

Next Steps

Design Implementation & Handoff: The design, having been tested and refined, is ready for development. Design deliverables will be organized and communicated to the development team using tools like Zeplin.

Ongoing Maintenance: The app will undergo continuous updates and iterations based on user feedback and emerging fashion trends, ensuring Styler remains at the forefront of fashion technology.