UX Case Study

Ide'o App

YEAR

Summer 2020

PLATFORM

Native app iOS

ROLE

Research, User Testing, and UX/UI designer

TOOLS

Sketch, Invision, Adobe Illustrator, Photoshop

Project Overview

The Ide'o app is designed to enhance the shopping experience for both in-store and online shopping. It enables users to build a virtual avatar with their personal measurements and try on clothes either by scanning barcodes in stores or through the app.

This app aims to increase sales and reduce returns and theft in fitting rooms for participating clothing brands and stores. The Ide'o app makes shopping more enjoyable by overcoming the challenges of trying on clothes in-store or receiving unsatisfactory items from online purchases.

Olivia Walker

Dan Mitchell

Noah Patterson

Tess Anderson

Personas

Demographics: Olivia is a 17-year-old student with a low income and lives with her parents.

Goals & needs: Olivia is interested in fashion and follows the latest trends. She is active on social media and enjoys shopping.

Relevant Info: Despite her student status, Olivia has an active social life and is well-versed in online shopping, frequently using mobile apps for purchases.

Demographics: Dan is a 45-year-old married individual without children and holds an upper-middle-income level with a successful business.

Goals & needs: Dan's busy schedule running his business leaves him with little time for shopping. He requires an app that allows for effortless online shopping.

Relevant Info: Dan spends most of his day on his smartphone making calls and conducting business, and prefers mobile versions of websites.

Demographics: Noah is a 21-year-old single individual who pays for his tuition and lives with roommates. He is a content creator.

Goals & needs: Noah is not interested in fashion, trends or shopping, preferring to dress casually and frequenting the same store for his clothing needs.

Relevant Info: Noah rarely visits clothing stores and instead prioritizes gaming and creating content for his audience. He is comfortable with using mobile apps.

Demographics: Tess is 61 years old and lives with her 65-year-old husband. She has two daughters and is retired.

Goals & needs: Tess does not drive and only goes shopping with her daughters. She dislikes busy malls and the process of trying on clothes in store.

Relevant Info: ess is not familiar with technology, but her daughters provided her with a smartphone and assist her in using it. She enjoys doing her hair and makeup daily, regardless of her plans.

User research

One of the key objectives of the user research was to gather insights by interviewing at least three potential users. To achieve this, a brief survey was conducted with the following questions:

1

What are you looking for in a shopping application?

2

What makes you use your favourite app?

3

What do you dislike about shopping in mobile applications?

4

How do you shop online?

5

What do you like the most and the least about the checkout process?

Findings

I don't like not being able to find the checkout easily, not knowing if there are more items available to shop (e.g. different sizes, colours, similar products)

Blanca 59 years old

Main goals for the app

User-friendly, easy to navigate, and visually appealing

Wireframes

Time for low-fidelity screens

Style Guide

A/B TESTING

Option A: The final design was visually appealing, easy to read and fresh, with buttons contrasting well against the white background and easy to locate. The menu bar icons were better aligned with branding and the use of blue and white as main colors improved the overall composition.

Option B: The background blurbs made the app appear cluttered and the scrolling feature prevented users from seeing full images. The green color choice for buttons was not effective, and the green menu bar icon was difficult to distinguish.

WINNER: OPTION A

FINAL PRODUCT

The Ide'o app has the potential to transform the shopping industry by improving sales and reducing returns, as outlined in the project overview.

However, the initial vision for the app was overly ambitious, trying to tackle too many ideas at once instead of focusing on a more manageable goal. This resulted in a failure to deliver a solution that could be embraced by the fashion industry.

Conclusion

Learnings

Small Steps for Big Challenges
Be open to research and let ideas go
Wireframing and user research are essential allies
Effective interview questions lead to better outcomes
The sign-up screen doesn't have to be the starting point