WEDAD MASOUDI

Product design case study

EZ-Shop is a mobile app for online shoppers that I created as part of the BrainStation UX Bootcamp. It provides users with an easy way of choosing fashion items based on their style, size, and other preferences. The Ultimate goal of this project is to help users choose what they need confidently and reduce the number of returns.

Problem Space

The popularity of online shopping can be summarised in a

single word: Convenience

Purchasing products from the comfort of our own home is quicker and easier than visiting a brick-and-mortar store.

But today’s high rate of returns is a big challenge for online

shoppers because it takes up valuable time and energy. For this project, I wanted to explore this topic because it is something I struggle with personally. I wanted to find a solution that helps to decrease the chance of returns. To gain a better understanding of the problem space, I used secondary and primary research methods.

Secondary research

What are the challenges people face today? Through my secondary research, here are some reasons for returning online purchases according to online shoppers worldwide:

  • Wrong size
  • Poor quality
  • Not as described
  • Ordered more than one of an item
  • No longer wanted the item
  • Faulty or damaged

Since this problem space was too general I dug deeper and I found out

  • Millennials are the #1 online shoppers, making up 60% of all online clothing sales
  • 56% of returned online products fall into clothing/shoe category
  • 88% of fashion shoppers return 51% of online fashion items purchased online

Based on these new findings I decided to focus my project on fashion-related items instead of the space of online shopping in general and tackle the problem for millennial online shoppers as potential target users.

User interview insights

To learn more about the common pain points, behaviors, and motivations of my potential users, I talked to 3 millennials.

Size and quality

They suffer from inconsistent sizing and quality of items in online shopping

Trusted brands

They usually visit their trustworthy websites or brands to browse and purchase a product

Marketing tricks

Marketing tricks has a big role in buying unnecessary products which are often returned.

Time and energy

They strongly dislike the return/refund process, because of the extra effort and time they need to put to return an item

From the interviews, I learned that providing a digital solution that provides millennial online shoppers with results that are tailored to them, will help them confidently choose items and reduce the chance of return.

Persona &

Experience map

From the interview insights, I was able to get a better sense of the millennials’ experience. I built a persona and experience map based on this research in order to drive my designs for the target users and identify opportunities in which to focus my digital solution.

Persona &

Experience map

/Persona

Christine

37
Montreal, CA
Graphic Designer

About

Christine is a kind and compassionate person and she has a lot of tight-knit friends. She is a mom and a wife, but also a big art nerd. She frequently does online shopping and that ranges from clothing to household items. She is a very caring person and loves to make others happy. She purchases gifts for her friends and family online. Also, she sometimes shops on a whim on her phone.

Pain points & Frustrations

  • She gets overwhelmed because she can’t decide on items to buy
  • She returns things because of inconsistent size or poor quality
  • She will be pulled by the marketing gurus to try things she knows that will never wear and those things would most definitely be returned
  • She finds returning an item is annoying, tedious, and kind of unnecessary

Opportunities

  • Provide her by recommendations based on her preferences
  • Help her find the right item to buy online without feeling frustrated of browsing too many options

Motivations & Goals

  • Due to convenience and safety during Covid, she prefers online shopping
  • She tends to only order from places she can return in person
  • To buy an item she will choose the most common websites that she would buy that item from
  • She likes to set her shopping preferences and see fewer items based on them when searching online
  • She wants to make sure that she buys things she will use and not being wasteful

Behaviours & Personality

  • She wavers between being sort of impulsive and thoughtful while shopping online
  • She sometimes adds many items to the cart and then never check out
  • She orders a bunch of things that she doesn’t need and then return them
  • She uses different shopping apps at least a few times a week
  • She shops for her kids online

I think I’m at the age now where I kind of figured out the clothes that I wear frequently, and so I tend to buy similar items to either update or upgrade my wardrobe. But often I’ll be sidetracked and I’ll be pulled by the marketing gurus to try things that I know that I will never wear. And then those things would most definitely be returned.

Christine

Persona &

Experience map

/Experience Map

Keeping users and their experience at the center of my design, I asked myself this question:

How might we provide millennial online fashion shoppers to find the right products

based off their individual needs in order to help

them make more confident shopping decisions

and reduce the volume of returns?

Task Selection

Looking back at the key opportunities in my Experience map, I defined the core functionality and features of my digital solution by developing a series of user stories that actually speak to my persona needs, goals, and frustrations. Then I categorized them into Epics based on their similarity.

Taking into consideration the core value proposition, I chose the following epic and user stories to create my minimum viable product (MVP).

Core Value Proposition

Provide online shoppers with recommendations that are tailored to them

Core Epic

Personalized profile

Task Selection

/User Stories

This table is showing 15 user stories under “Personalized Profile” epic. The highlighted one is the main task I considered for MVP.

I created user stories in the format As a [user role], I want [action], so that [benefit].

Task Selection