Overview
Project Brief
In this fast paced environment and post covid era people have resorted to online shopping more than ever. Even though online shopping has a lot of benefits. Through research, it was found that many shopping sites face the problem of abandoned carts. It was also found that people are abandoning their carts a lot of times due to added delivery charges and long delivery periods, people are also confused by the number of choices they are presented with on an online shopping site and not knowing what will look best on them is another
reason for abandoned carts.
Problem Statement
A young working woman, wants to look her best at her professional and personal events but finds it difficult to shop online as she does not know what will best suit her and for what event.
Goal
To find a solution to our problem statement and reduce the overall abandoned cart issue.
My Roles and Responsibilities
User & Audience
The targetted users are women who shop online frequently and frequently spend time window shopping.
Scope and constraints
This project’s scope is to solve the problem faced by many online shopping sites, targeting towards fashion shopping sites.
DESIGN PROCESS
To begin with I had to determine a problem I was trying to solve for the users. The first step was to Empathize with the users, where I conducted market and user research to better understand the process and thinking of users. Through the data collected by my research I moved forward to the next step of my design process Define. At this stage I combined my research data and observed where my users problems existed. At this point I was able to define my problem statement and work on possible solutions for the same.
I reached the ideate stage where I generated a range of ideas, to come up with a possible solution. I then reached the Design stage where I implemented the selected ideas into designs in terms of wireframes and Mock-ups. After Designing the app, I again turned to the users for
feedback. This brought me to the Test stage of my project.
EMPATHISE
USER RESEARCH
Five people were interviewed about their online shopping experience and if they faced any problems while shopping online. How often they left their carts abandoned and the reasons behind that. Some of the questions that were asked during the interview were as follows.
Have you ever Shopped online ?
When asked this question 5/5 people replied with a yes.
Have you ever shopped for clothing online?
When asked this question 4/5 people replied with a yes. Only one person has never shopped for clothing online because they mentioned that they did not trust clothes online without actually trying them on. Further on the interview was directed towards people that who do shop for clothes online. And different set of questions were asked to the participants who hadn't shopped online.
How frequently do you shop for fashion online ?
3/4 people said they shop online frequently. And one participant mentioned that they shop for fashion related items online very rarely and mostly just window shop and end up not buying the products from the website.
Have you ever left a cart empty ? if yes, Why?
To this question, all users replied with a yes that at some point or another they have left their carts empty. When asked why, one participant replied saying that they spend a lot of time online window shopping for things and usually just fill their cart with things they like in the moment but do not end up buying those because they were mostly just killing their time. Another participant replied that they put items in their cart and leave them there until there is a sale, as a result many times the items get out of stock and they end up not buying a lot of things. One participant mentioned that a lot of times they find it difficult to choose the correct size and also feel confused about the types of clothes that will suit them. They feel overwhelmed by the variety of options presented to them.The rest of the participant said that a lot of times the delivery charges or taxes are higher than other shopping sites
and they move on to the competing brands.
DEFINE
USER PERSONA
EMPATHY MAP
PROBLEM STATEMENT
A young working woman, wants to look her best at her professional and personal events but finds it difficult to shop online as she does not know what will best suit her and for what event.
IDEATE
BRAIN STORMING
Brainstorming was done to derive ideas for the problem.
DESIGN
WIREFRAMES
MAIN DESIGN SOLUTION
MOCK-UP
TEST
LEARNINGS AND FINDINGS
Through the testing phase of this project, It was found that users liked that they could connect to a stylist if they had any doubts regarding the products.
But it was also observed that not everyone wants to connect with a stylist online and pay extra money for shopping. Hence the feature of Ai curated look books could benefit such people.