MIRROR

Revitalizing Mirror: Crafting a Responsive E-commerce Experience for Fashion Accessibility (Personal Project)

Role: Lead UX Designer

Responsibilities: Overhaul the existing online presence, ensuring seamless user experiences for affordable and trendy fashion shopping.

Goals: Elevate Mirror's digital presence to match its brick-and-mortar success, positioning it as a key player in the fast-fashion e-commerce landscape.

Research

Goals

  • Understand and grasp the competitive market and online retail space.

  • Analyze what makes competitors (direct & non-direct) have a successful online experience.

  • Learn what causes a sale to fail.

  • Understand and observe the consumers’ needs and the process of a successful sale.

  • Build a strategic plan to make Mirror a strong competitor in the online marketplace.

Assumptions

  • The majority of 16-40 year old’s shop for apparel online.

  • Most customers leave items in their cart.

  • Value is extremely important to the younger generation.

  • The biggest concern for an online purchase is fit.

  • Free shipping is a popular and desired feature.

Questions

  • What influences an individual to visit an online retailer the most?

  • What demographic primarily shops for apparel online?

  • What is the most striking reason a sale goes uncompleted?

  • How does an individual decide on purchasing an item?

  • How confident is a consumer in making a purchase that they will like?

  • What feature pushes an individual to make repeat purchases?

Methodologies

  • Use existing resources to research the current marketplace of online clothing retail.

  • Research competing companies and analyze what competitors do successfully and what they can improve to offer greater insight.

  • One-on-one interviews that provide personal opinions to help understand an individual’s gains and pains because shopping for apparel is personal.

Market Research

  • 1.92 Billion People will buy something online in 2019.

  • E-commerce sales are expected to crack 3 trillion in 2019.

  • 55% of online shoppers say free shipping is the most important checkout option.

  • Websites with more than 3 seconds of load time lose 40% of their initial visitors.

  • 70% of customers abandoned their online shopping carts in 2017, 22% because of unexpected costs.

  • 87% of shoppers use reviews to determine a purchase.

  • 71% of customers with a positive social media experience will recommend the brand to others.

  • 72% of e-commerce will take place on mobile devices by 2021.

  • Millennials, GenX, and Boomers almost have an equal share of the market at around 30% each, GenZ currently doesn’t have enough spending power.

Competitive Analysis

Primary Competitors

Secondary Competitors

Customer Interviews

  • Customer age 18-40 male and female of all demography’s.

  • Required to be frequent online customers, mobile and desktop.

Customer Interview Topics

Overall Shopping Habits

Tell me about…

  • The last time you were really excited to buy something.

  • The last time you were disappointed in what you bought.

  • The feeling shopping gives you.

  • The last time you felt amazing in a new outfit.

  • What influences your style.

  • Your feelings when wearing a new outfit.

Brick and Mortar Shopping Habits

Tell me about…

  • Your last positive experience shopping in a store.

  • What makes you decide to shop.

  • Trying on clothing.

  • Your process of navigating a store.

  • Your last negative experience in a store.

  • The feeling you get walking into your favorite store.

Online Shopping Habits

Tell me about…

  • Your last positive experience shopping online.

  • The way you typically navigate an online store.

  • Your last negative shopping experience online.

  • The last time you closed a webpage with items in your cart.

  • The feeling you get when you receive your package.

  • Female | Age 26 | Middle Income | Single | Rents

    • Prefers In-store shopping.

    • Has difficulties finding the proper fit.

    • Is loyal to a brand, once she finds a good fit.

    • Suffers from buyers’ guilt.

    • Often disappointed when an online purchased item isn’t what she imagined.

    • Additional charges lead to an incomplete sale.

    • Frequently leaves things in her cart.

    • Influenced by social media and culture.

    • Slower shipping isn’t as upsetting.

  • Male | Age 27 | Upper-Middle Income | Married | Homeowner

    • 50/50 on instore/online shopping.

    • Fast shipping is an absolute must, especially if it’s an extra charge.

    • Website UI should feel premium.

    • Strives to be trendy and up to date on fashion “look fresh”.

    • Influenced by celebrities and athletes.

    • His wife helps him with his style.

    • Prefers in-store returns, just to get it over with.

  • Male | Age 32 | Middle income | Single | Rents

    • Values a deal.

    • Hates extra charges and they often result in a failed sale.

    • Purchases 80% of items online.

    • Is thankful for easy return processes.

    • Friends are a big influence on style.

    • Tries to stay on trend but also wants to save money.

    • Wants a premium experience and item.

    • Struggles to find the correct size.

    • Likes to see clothes on a model

Interviews

Interview Debrief

After studying common patterns in the interviews, In order for Mirror to be a powerful competitor in the online marketplace, these are the most important challenges that need to be conquered.

  • Brand trust.

  • Ability to determine size.

  • Transparency with additional costs.

  • Hassle free returns.

  • Fashion advice.

Empathy Map

Persona Development

The empathy map was my guide in figuring out who uses Mirror. It helped me understand what people want when they shop for clothes. From that, I created a persona that represents my typical Mirror user. This persona guides me in making Mirror better, like a friend helping me understand what they like and how they like to shop. Meet my typical user, John Baker.

Storyboard Development

Storyboard Findings

  • Life can be too exhausting to stay up to trend.

  • First impressions are extremely important to make.

  • Somebody who struggles with fashion can feel defeated.

  • Users seek advice from peers and other sources.

  • Helpful advice leads to feeling confident.

Mirror Research Conclusion

After assessing the collection of data that’s been collected, these stood out as the most desired traits of a successful apparel commerce site in the targeted marketplace.

Apparel Sizing

  • Consistent Sizing

  • Brand Comparison sizing

  • Photos on all body types

  • Accurate size chart on everything

Shipping and Returns

  • Free & Fast Shipping

  • Free Returns

  • No Extra charge

Website UX

  • Intuitive UI

  • Effective Filter

  • Attractive photography

Apparel Styling

  • Helpful suggestions

  • Seasonal style book

Mirror Features, Task Flow, Wireframing and Prototypes

Coming Shortly…