Case Study
Association with the Shanghai garment brand "Lagogo"
Elevate your shopping experience
to ensure each choice exceeds your expectations.
Duration
UI/UX
9-10 Weeks
User Group
Targeting people who had an online shopping experience before with over 1000 times
My Role
Concept
Research
Interface
Prototyping
Interaction
Reason For Buisness
Lagogo faces challenges with high return rates every quarter, affecting product management and leading to wasted resources due to items that can't be resold. This is because e-commerce has transformed consumer expectations for online shopping. Based on experience at Lagogo, customers desire a seamless and personalized shopping experience, which includes trying on items at home to ensure they are satisfied with their purchases.
My Vision
Lagogo and VirtualFit have collaborated to develop an AI-driven virtual try-on app. This virtual fitting technology is set to revolutionize the online shopping experience, allowing users to try on clothes at home using augmented reality (AR). This strategic partnership not only boosts online shopping confidence among customers but also aims to decrease the brand's return rates and increase conversion rates.
Operational Priorities
1.
Reducing brand return rates
2.
Elevating brand responsibility
3.
Increasing product stickiness
4.
Improving the online shopping try-on challenge
5.
Offering fashion trend inspiration
Design Workflow
Empathize
Define
Ideation
Prototype
Test
Why
we Started?
Through research, we've discovered that the majority of consumers face two major behavioral and attitudinal barriers when shopping online, hindering a smooth shopping process. Therefore, these will become the key points of focus and improvement for us moving forward.
60% of these purchases were made on impulse
Impulse buying results in a series of consequences, including returns, issues with sizes and styles not fitting well, and frivolous spending.
Customers express that they often feel disappointed when they make online purchases
Conduct
User Interview
We conducted a series of user interviews focusing on how consumers shop online at home and their usual shopping habits. By combining surveys and interviews, we gained insights into various online shopping behaviors, including choices of size, style preferences, and the impact of technology on purchasing. This provided valuable guidance for the design and development of our VirtualFit app.
Target Age Group
Survey:
How often do you purchase clothing?
Do you prioritize style or quality?
Have you ever returned an item due to it not fitting?
What types of clothing do you usually prefer to buy (eg, casual, formal, sportswear, etc.)?
Do you consider sustainability or the brand's environmental policies?
Do you like to shop for clothes online?
Do you tend to buy clothes from well-known brands or niche brands?
How important are customer reviews and comments to you?
Do you follow fashion trends?
Are you satisfied with the current filtering and search functions on online shopping platforms?
Interview:
Describe an experience you had while shopping for clothes online. What aspects did you think were done well and which need improvement?
How do you usually ensure the size of the clothes you choose when shopping online?
Do you look for outfit inspiration on social media?
What are the three most important factors to you when buying clothes?
How would you describe your fashion style?
Would you choose to buy or not buy a product based on the brand's social responsibility?
Are you willing to pay more for customizable or personalized clothing?
Have you ever used a virtual fitting room or related technology? How was your experience?
Affinity Map
After comprehensive interviews, we use an affinity map to try to condense user behaviors and needs.
Target Age Group
Priority
Matrix
We analyzed all identified issues and used a priority matrix to determine which problems were major and easy to solve. This helps us establish our order of priorities for resolution.
Insight
We have picked out four main items from these issues as our priority.
Insight
#1 Blindly following trends leads to increased shopping frequency
Trends spread quickly on social media, often leading consumers to make impulsive buys that might not match their personal style when received.
Insight
#2 Social media influence leads to impulse buying
Consumers often buy products recommended by their favorite influencers, which might not always be suitable or guaranteed, leading to regretful choices.
Insight
#7 Unable to try on clothes causes size, fit, or color problems, resulting in cumbersome returns
Size, fit, or color issues in online shopping often lead to inconvenience and the hassle of frequent returns, disrupting a smooth shopping experience.
Insight
#8 Importance of relying on user reviews
In e-commerce today, user reviews greatly impact buying decisions. Positive reviews can increase sales, while negative ones can prevent purchases, making them crucial to consumer behavior.
Problem statement
After identifying the priority issues, we developed a problem statement to define and articulate the challenge or problem we intended to solve.
18-24 years old
As a college student and social media fan, ads often lead me to impulse buy.
25-34 years old
As an office manager, I use impulsive online shopping to ease work stress, but mismatched items and difficult returns disappoint me.
35-44 years old
As a full-time mom, I frequently shop online, and reviews are very important to me. Therefore, I often rely on reviews to determine if clothes are suitable for me.
Persona
We simulated the backgrounds of two users in real-life situations, the pain points they encountered, and the goals they hoped to achieve.
Indirect
Competitor
Before starting the design, we wanted our platform to be trend-focused, so we scoped two competitor analysis to find good and bad references.
Pro
A rich source of fashion inspiration.
Users can customize collections to express individuality.
Content sharing facilitates the expansion of brand influence.
Con
Unable to provide a real try-on effect.
Technological innovation lags behind shopping platforms.
Pro
Strong visual appeal, suitable for showcasing fashion.
Frequent user interaction, increasing brand exposure.
Direct functionality shopping, streamlining the user's purchasing journey.
Con
Lacks a virtual try-on experience.
The recommendation system may not be personalized enough.
Direct
Competitor
Before starting the design, we wanted our platform to be trend-focused, so we scoped two competitor analysis to find good and bad references.
Pictofit
Pro
Virtual try-on: Users can sample clothes online to avoid unfit choices.
Social sharing: Users can post their virtual fittings on social media.
Con
Accuracy limits: Virtual try-on might not mimic the real feel and fit of clothes perfectly.
Expoodle
Pro
Virtual fitting: Users can virtually try on clothing items online to mitigate the risk of ill-fitting selections.
Social integration: Users have the option to share their virtual fittings seamlessly across social media platforms.
Con
Cost issue: Stores need to join in purchasing this feature before users can try it on. Therefore, users cannot enjoy all try-on features
Wrap-up.
based on the analysis of the above competitors, we summarize some key features and plans for application development:
Inspiration Hub
Personalized Content Recommendation
Improved User Engagement
Interactive Tr y-On Feature
Definitive
Solution
After a comprehensive exploration of HMW (How Might We) possibilities, we have defined and implemented the
ultimate solution, effectively aligning these solutions with the challenges we aimed to address.zzz
01. Blindly following trends leads to increased shopping frequency
Proposed solution
Personalized Wardrobe List
Auto matching system
Complete the Goal
Reducing brand return rates
02. Social media influence leads to impulse buying
Proposed solution
Preferences preference testing and setting
More precise preference styles added to the homepage
Complete the Goal
Elevating brand responsibility
Offering fashion trend inspiration
03. Unable to try on clothes causes size, fit, or color problems, resulting in cumbersome returns
Proposed solution
Virtual Try-On
Try-On Record
Complete the Goal
Improving the online shopping try-on challenge
04. Unable to try on clothes causes size, fit, or color problems, resulting in cumbersome returns
Proposed solution
Discussion forum When there are more trials, the more groups there are
Complete the Goal
Increasing product stickiness
Information
Architecture
After defining the above solutions and problems, we began to think about the entire product process
Wireframe
After verifying my building information, I initiated the contemplation of my layout design arrangement. Subsequently,
I proceeded to draft my wireframe.
low-fidelity
After honing my concepts through a wireframe sketch, I delineated the core features and fortified the call-to-action elements, culminating in the development of my low-fidelity prototype.
Design
system
Through careful selection of colors, design layouts, and interactive elements, I've established a set of clear and concise design principles
Usability
Testing
I conducted two iterations of usability studies. The findings from the initial study informed the design progression from wireframes to mockups. Subsequently, the second study employed a high-fidelity prototype, pinpointing areas within the zmodel necessitating refinement. Users were tasked with completing four specific assignments during these evaluations.
whether they can find what to do next,
whether the recommended products are what they like,
how attractive the functions are,
and how clear the layout is.
The purpose of testing is to identify the weaknesses of the application and make it easy for users to operate in this App.
Change the layout
By adding a background color behind
the question, can help users focus on
their personal settings.
Improve the Navigation
Through the user usability test results, we found that when users select content, adding a background color can make the user clearly understand the current choice.
Adding customization
Users found in tests that if the recording can only take notes in a limited box, most people will choose to skip or lazily record. But if the recording method should be changed to a larger note space and users have more recording tools (selecting fonts, underlining, or adding links), the recording would become more interesting
Accessibility proof
Some users said that when using a darker blue as the main color, the overall application is very dull and boring to use. Therefore, the original color number #0B132F was changed to #0E376A. Make the whole page lively and interesting. The contrast color number is controlled at (1: 48)
Final
product
The videos below demonstrate the design features to address the challenges that were discovered during the user research.
Solution #1
Preference Setting
The purpose of preference testing and setting is to more accurately push the user's favorite products when the user enters the homepage.
Solution #2
Personalized Wardrobe
Personalized Wardrobe List
Auto matching system
Solution #3
Final Solution
Virtual Try-On
Try-On Record
Solution #4
Final Solution
Discussion Forum When there are more trials, the more groups there are
Reflection
As a passionate fashion enthusiast, "VirtualFit" reflects my aim to blend technology with fashion, creating a virtual try-on experience that’s both intuitive and widely accessible. This project represents my first step into combining augmented reality with e-commerce, focusing on enhancing fashion technology.
This journey has significantly increased my understanding of the importance of user experience, leading me to refine the app based on user feedback.
With more time, I plan to add features based on user needs, like partnering with fashion virtual trying on for at-home trend exploration and offering more size and color options. I also want to enable style sharing and personalized tips. Furthermore exploring the app’s business model is crucial, considering revenue options like premium features, brand partnerships, and fashion content subscriptions. I’m dedicated to further developing "VirtualFit" to positively change shopping experiences.