Role 👩🏻💻
UI|UX Designer
The Challenge 🏋🏽
Millennial shoppers often struggle to find the right clothes online because there are so many options available. This can be a time-consuming and frustrating experience as they try to find something that matches their personal style and values.
The Task 📝
How might we create a more efficient and time-saving online shopping experience for millennial shoppers, while still ensuring that they find high-quality items that match their personal style and values?
The Solution 💡
Tou is a personalized shopping app that gives you the ability to pick your favorite brand, style, and the right size so you will get a personalized feed. This will save you time and energy and make it a more enjoyable experience.
How Tou Works
Tou is an iOS app designed to customize your online shopping experience. Here's how it functions:
You select your favorite brands
You inform us about your style
AI assists in inputting your correct size
You have the option to select a personal stylist
With these features in place, you'll only be presented with products that align with your preferences.
Key learning
Designing for the User
Before diving into the project, I had a clear vision of what I wanted to design, with everything meticulously planned. However, after conducting thorough primary research and learning about the users needs, I recognized the need to deviate from my initial plan and prioritize the users.
A significant lesson I've learned is the importance of designing for the user, rather than imposing personal preferences.
Design Process 💎
Using the Double Diamond method, I followed a structured design approach that involved four key stages from the challenge to the solution:
Discover, Define, Develop, and Deliver.
Case Study 📓
Discover
Have you ever found yourself settling for clothing that doesn't fit your style or body type, or resorting to fast fashion?
Well, you're not alone.
61% of people struggle to find something to wear each day.
81 pounds of clothing are thrown away by Americans every year.
The average person experiences wardrobe panic’ 36 times a year.
Secondary Research
Primary Research
Decontextualized one-on-one interviews
3 Millennials/born from 1982 to 2004
Has shopped for clothing both in-person and online
Main Theme
I grouped my affinity mapping key insights into five themes:
Time, Cost, Quality, Uniqueness, Sizing.
Time was ranked as the highest need.
How might we create a more efficient and time-saving online shopping experience for millennial shoppers, while still ensuring that they find high-quality items that match their personal style and values?
Define
Created Bella to form a deeper understanding of my user’s goals, behaviors, and frustrations
Persona
Experience Mapping
This is the journey map of a user who uses her phone and online shopping platforms to purchase a t-shirt she saw online.
Epics
After putting myself in Bella’s shoes I wrote 21 user stories and grouped them into three main epics:
Personalized Feed, Customized Clothing, Virtual Try-on.
Develop
Task Flow
After picking “personalized feed” as my main theme since having such a platform will enhance Bella’s shopping experience, I created a task flow for my users going through the process of personalizing their feed for the first time.
Sketches To Wireframes
Turned each screen of my task flow into sketches and then into wireframes.
User Testing
Conducted two rounds of user testing and 5 users for each round and made changes to my wireframes based on what I gathered from my notes.
Deliver
Mood Board
Based on my research/UI board I wanted the mood board to be modern, artsy, and sleek.
I created my mood board and gathered images to showcase my desired vibe.
Color & Typography
Word Mark
Since my main theme is personalized feed I wanted the name to reflect the purpose of making the app “yours” so I have combined the words “You” and “to” which mean you in Farsi.
