Mirror Online Shopping Store
Project Condition: Ongoing - Testing Phase
My Role: Researcher, Interaction Designer, Visual Designer
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Project Introduction:

Mirror is a clothing store. They’re a global chain with clothing for everyone. Mirror does a successful job on offline shopping. They have over 400 stores around the world in 32 countries. But currently, they only have a very outdated information website with only locations, promotions, and a bit of background about the company. So that they need a brand new online store which provides the high-quality online shopping service for their and also communicates the brand message - Neutral, Modern and fresh, Clean and clear.

Process.

Step 1 Empathize > > Step 2 Define > > Step 3 Ideate > > Step 4 Test > > Step 5 Learn

Research Goals

Know the target audience:
Who are the target audience for Mirror online stores?
What’s the reasons for shopping online?
Know the process of online shopping:
What are the general process of online shopping?
Know customer preference:
What are the advatages and disadvantages of online shopping?
Which or what kind of stores they usually shopping with?
What attracts them and what bothers them?
Know the industry:
How is the macro envoroment of online shopping?
What’s the trends and threats?What are the standard of this industry?
Know competitor:
Who are the competitors of Mirror?
What are the good and bad of competitors’ website?
Who did great job on online shopping?

Methologies

Secondary Research:
The online clothing store is a well-developed market which has complex types and segments. The first things to do in the research phase is to know the industry. Also understand the trends and threats of the macro environment.

Competitive Analysis:
Through the competitive analysis, determine the market segmentation and target audience. Also, analyze the threats and opportunities in the specific segments and know the competitor's strength and weakness.

1-ON-1 Interview:
Through in-depth interview clarify general shopping flow of an online shopping process, understand users’ need when they are looking through online clothing stores.Identify the current problems the user experiences in each section of the current task flow.Identify the features / functions /information with the highest priority.

Secondary Research

Interview

Synthesis

Interview Debrief

4 participant interviewees
‍75% female, 25% male between the ages of 21-38
‍50% has job and stable income,50% do not have full-time job and stable income.
‍All participants were recruited under criteria that they like to experience different types of shopping and shopping online frequently
‍so that I could understand how they currently navigate through online clothing stores
‍They each had in-depth interview with me through video call or face-to-face individually
I have uncovered key patterns, needs, wants, and desires of users as described below.

KEY PATTERNS
all participants emphasize the importance of categories for navigation
all participants mentioned that there will be multiple rounds of screening during the shopping process
all participants sign up/in for easily tracking order and viewing shopping history
all participants heavily consider free return service is extremely essential for online shopping

NEEDS (FUNCTIONAL NEEDS)
-A clear structure of categories/navigation
-Detailed information for comparison and screening
-Clean and clear information (new arrival, sale, special collection) on homepage
-Minimal process for check out

WANTS (PHYSICAL BENEFITS)
Stylish cloth with cheap price
Real product matches the description online
Shopping anytime anywhere (multiple channels)
Free shipping and return services.

DESIRES (EMOTIONAL SATISFACTIONS)
Relaxing and entertainment
Unburdened services
Visual enjoyment with in-style products

OPPORTUNITIES FOR IMPROVEMENT (PAIN POINTS)
Multi-channel Stores
Shopping Cart Screening
Quick Check Out
Order Information and History(especially shipping information and return label)

Empathy Map

Persona

Storyboard

Project Goal

Features Roadmap

I started with immersion research which means I tried a whole process of an online shopping and categories features in groups. listed all the features in each group. Priority are decided according to the findings of the secondary research, competitor analysis, immersion, and interviews.

Responsive Design

Mobile First

According to the newest research result, 56% of browsing took place on a mobile device, but people turned to desktop when it came time to purchase.

As the dramatic increased trend of shopping via mobile, enhance the mobile shopping experience will be a key factor to increase the inline store revenue.