Studio 15
Studio 15:
3 Week Project
Studio 15 is a budding e-commerce website with a strong purpose behind it. They are currently partnered with a microfinance group and donate 5% of every purchase towards helping women in Uganda to start their own businesses. Studio 15 wanted to build a mobile app to strengthen their brand identity, showcase their philanthropic cause, and drive a higher rate of sales through a refined user flow.
Task:
- Create a mobile app based on the current desktop website.
- Explore opportunities to inform users of the cause behind the brand (Messaging)
- Explore and refine checkout flow (Web + Mobile App)
- Create a new flow for their Bespoke feature
My Role:
- Liaison between Studio 15 and team
- Project Management; Deadline oversight, individual assignments, design ideation.
- Research; Comparative Analysis, User Testing, Information Architecture.
- Creation of deliverables; Technical Specification Document, Presentation, Research Report.
Research:
User Testing:
We sat with users individually and asked them to add an item to their shopping cart and proceed to complete their purchase using the existing desktop version of the site. Through observation, discussion, and unbiased questions we evaluated strengths and areas of opportunity in the product as it currently existed.
Take Aways:
- Call to action buttons were confusing.
- Users were not able to find the cause behind the brand easily.
- Checkout process felt lengthy and overwhelming to users.
- Users did not fully understand what the "Bespoke" process entailed.
Comparative Content Blocking:
In order to get a better idea of how other successful e-commerce apps visualized their content on a mobile device, we did some comparative content blocking.
Comparative Checkout Flow:
To improve the flow of the checkout process, we documented a few comparative user flows on various e-commerce apps. We took a look at some fashion related apps as well as larger companies, such as Target who had a notably simpler checkout process. We modeled our checkout flow to mirror Target's. By doing so we cut down the steps in the checkout process from 8 to 3.
Content Inventory:
To make sure that our navigation remained consistent between the mobile app and the website, we completed a content inventory to understand the information architecture and all of the features.
App Map:
After determining the overall navigational structure, we created an app map to further strategize the placement of features.
Design:
User Flow Example:
One of the tasks in this project was to create a new feature that allowed customers to submit their own photos to have a custom piece of clothing made for them. This feature included a camera application built into the app as well as a scheduling tool so the users could set up their consultation with Studio 15.
