LIDIA TALAVERA | Website Redesign & Ar Feature
Strategizing and executing the redesign of the website to enhance user experience and integrate innovative mobile features utilizing AR technology. This groundbreaking addition allows customers to accurately measure their feet and virtually try on shoes before making a purchase, revolutionizing the online shopping experience.
Role: UX Designer, User Research.
Tools: Figma, FigJam, Miro, Adobe Creative, Google Suite,
Timeline: 4 months
Process: Research, Ideation, Prototyping, and Testing. Repeat.
SUMMARY
Role: User Research, UX/UI, Prototyping
Team: Caroline, Smruthi, Patrick, Roberto
Tools: Figma, FigJam, Miro, Adobe Creative, Google Suite,
Timeline: Ongoing
Process: Research, Ideation, Prototyping, and testing
As technology creeps into every facet of daily life, consumers do most of their shoe shopping online. When it comes to high heels, we’ve observed it is much more difficult for a consumer to choose the right fit based on the number size alone because heels are more intricate and uniquely shaped than average tennis shoes.
Consumers with uniquely sized and shaped feet are especially unlikely to be successful with online shoe shopping, which is leaving them frustrated with the process and less hopeful that their order will be successful.
How might we create a service that can guarantee the correct size for an online shoe shopper and give them an overall positive experience?
RESEARCH
PROBLEM STATEMENT
Lidia, is your typical Fashion User Persona in the search for a specific product: Quality shoes in her size: 4.5
Tired of looking, she resorted to starting a line of footwear that met those needs, then she realized that there are other individuals with the same pain points as her: the trans-women community. Thus, she created Lidia Talavera Inc.
DETAILS
moodboard
This mood board gives the aesthetic of the app and helps with the direction when designing.
For colors, we kept the original nude and black and we introduced burgundy and metallic rose gold.
Our chosen color combination for this project provides a sophisticated, sexy, and inclusive brand that Lidia wants for her company.
testing
In this beginning phase, we sought out to understand how people experience shopping online.
We assumed that customers experience common pain points and frustrations, and there would be a need for technology for online shopping.
USER INSIGHTS
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We then performed a competitive analysis that included brands that target the same target as Lidia.
We found it very interesting that only big brands like Nike and Amazon provided their customers with an AR tool.
It was also eye-opening to see that none of the brands offered a personalized size guide which we believed had a considerable advantage in helping customers pick and choose their shoes while trying them on with AR software before they buy.
DEFINE
USER PERSONA
We surveyed 31 individuals, ages 18 - 55. 83.9% said they buy shoes online, and 90.3 % said a foot measurement feature would be helpful.
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Some of the goals people aimed for were accurate sizing, price point, and style of the shoes.
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For the pain points, users found that shopping online included return hassles, wrong or inaccurate sizing, or quality was not as expected.
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We conducted five interviews to determine how my target users currently search and choose shoe brands to buy from, their shopping preferences and the pain points they experience with the online process.
Our user persona is Donna Sachet. She loves to shop efficiently and uses fashion to represent her style as an individual. Donna has a size 18 feet, so it is hard to find reliable sizing and stylish shoes online.
STORYBOARD
USER FLOW
The following step was to create a user flow to a better understanding of the user experience behind the solutions we were developing.
IDEATION
Our storyboard helps us tell stories about our user persona. This is useful and helps us to take the focus off our internal bias and assist us to empathize with our users.
First, we created the sketches and the Low fidelity wireframes were built to visualize the information architecture and better understand the flow between screens.
sketches
key takeaways
Once the problem and our user were identified, gathering all the insights from our research and interview with the founder. We started thinking about solutions. Defining the new features focused on how users would find the perfect shoe and the two new tools we were developing to ensure a smooth and successful user experience.
Next, it was time to put our design to test. Our aim was to determine whether our design would help users find a perfect shoe as well as use the new tools were were developing: the Try-on and Measuring tool.
usability testing insights
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1 - Determine if users can complete the requested tasks efficiently and in a timely manner.
2 - Determine if there are any pain points while using the webpage.
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A & B Testing and Participant Observation with random participants performing a series of pre-established tasks.
The main curveball for users was about the AR (how it works/what it is) but not the design or the flow themselves. For that reason, we understand that the user needs to be educated in how to use the new technology.
FINAL THOUGHTS
Simple language and an organized Information Architecture (IA) contributes to a positive user experience - improving performance and increasing usability.
the design evolution
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Find Sammi shoes on Homepage, and click the associated AR Icon.
Result: 80% success! -
Find Try-On Feature, try on
Sammi and add them to the cart.
Result: 60% success.
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Find Measure Feature and get a size. Save your size. Return to AR hub.
Result: 80% success!
Identifying the key moments of frustration are essential when designing a new solution.
The founder, Lidia Talavera, gave us full autonomy to redesign her website, explore new a product by implementing UX /UI solutions and develop a new technology that will help her business to address a pain point of its customers. The project is still ongoing, as we are learning more about the new AR technology and the best way to implement it, but we know as we introduce new changes, more testing will be necessary.
Thank you!
