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Centerpiece: Helping every man find their style.
CASE STUDY: UX DESIGN
THE PROBLEM
DELIVERABLES
Working in menswear retail, I am constantly ingesting data
on our customers. And the biggest pain-point for men when it
comes to getting dressed is: Most men aren’t educated in how to
put an outfit together.
Like it or not, how you look says something about you to others.
And in a lot of situations, how you’re perceived is important.
Whether at work, or when your partner wishes you “dressed your
age”, people’s perception of you can be influenced by how you
are dressed.
UX/UI
Content Strategy
Visual Design
PLEASE SEND HELP.
A tale of two men.USER INTERVIEWS
I interviewed a group of 5 men. All were working professionals
aging in range from their 30’s to mid 40’s. What I discovered
is that in general, there are 2 different types of men:
• Men who are confident in their style: These men take the
time to strategize what they are going to wear, but are
always open to styling suggestions.
• Men who are “fashion aloof”: To the dismay of their
partners, these men aren’t aware that there are guidelines
to follow when putting an outfit together.
A tale of two men.CONFIDENT CHRIS ALEX ALOOF
“What do I wear with these sneakers? This hat?
This jacket?”
“My wife hates the way I dress.”
KEY TAKEAWAYS
• PROCESS: Compose outfit around an “anchor piece”
• FIT: How are my clothes supposed to fit to my body?
• STYLE INFLUENCE: Social media, pop culture, friends
and family
• MONEY: I wish I had the money to buy the pieces I really want.
COMPETITORS
Lookscope:Create outfits using your wardrobe.
Mr. Porter:Menswear ecommerce and lifestyle.
WEAR:Social media sharing focused on fashion looks.
YouTube:Video sharing of anything and everything.
INTERACTIVE IN-DEPTH
M E N S W E A R F O C U S ED
Interactive.In-Depth. Menswearfocused.
OPPORTUNITY
OPPORTUNITY
DESIGN APPROACH
Confident Chris was once Aloof like Alex.
Dressing well is a skill. When considering
both personas, I realized that Confident Chris
most likely at one point was an Aloof Alex.
Chris at some point in time got educated in
how to dress. For Alex it never mattered, or
now that it does, he now needs to learn. Once
he does learn, eventually Alex may evolve into
a Confident Chris.
With that said, in focusing on creating a
solution which solves Chris’ pain points,
we can simultaneously educate Alex of the
problems he needs to be aware of, in order
become a better dressed man.
Time
Style IQ
Needs style education
Needs style suggestionsConfident Chris
Aloof AlexEDUCATION THRESHOLD
DESIGN APPROACH
What is your centerpiece?
Of all the Chris personas I interviewed, all
of them had the same type of ritual when
creating a look for the day. They would
pick an “anchor piece”, then figure out
what other pieces would look good around
that piece.
The idea is very efficient and effective, yet
such a simple idea for Alex to adopt.
“What do I wear with these sneakers? This hat?
This jacket?” – Confident Chris
DESIGN APPROACH
MAIN USER FLOW
Welcome What is your Centerpiece?
Confirmation Screen
Results(User uploaded
images)Get Started Guided Search See Looks
Learn More Filters
New Search
Login CreateAccount
SITEMAP
HOME
GET STARTED
GUIDED SEARCH HOW-TO’S
A BRIEF HISTORY
GUIDED SEARCHMY ACCOUNT
TOPSFAVORITES
MY LOOKS
BOTTOMS
SHOES
ACCESSORIES
IMAGE DETAIL
LIST VIEW SHARE
SHARE
COMPOSEUN
COLOR
GRID VIEW COMMENT
COMMENT
DELETEPW
PATTERN
SHIRTNEW FOLDER
ADD LOOK
PANTS
SNEAKERS
JEWELRY
FILTER BY
LIKE
ADD TO FAVS
MESSAGE USER
SHARE
COMMENT
T-SHIRT, BUTTON-UP, ETC.
CHINOS, CARPENTER, ETC.
DETAILS (TYPE, COLOR, BRAND, ETC.)
SLIP-ON, RUNNERS, ETC.
RING, CHAIN, ETC.
OVERCOAT, BOMBER JACKET, ETC.
CARGO, DENIM, ETC.
WORK, COWBOY, ETC.
FEDORA, BEANIE, ETC.
OXFORDS,WINGTIP, ETC.
OXFORDS,WINGTIP, ETC.
AVIATORS, WAYFARER, ETC.
HOODIE, KNIT, ETC.
GOOSE DOWN, WAIST COAT, ETC.
SWEATERS
SLACKS
DRESS SHOES
SCARVES
OUTER WEARREMOVE
REMOVE
SHORTS
BOOTS
HATS
VESTS
JEANS
SANDALS
EYE GLASSES
LOGIN EDITORIAL CONTENT INBOXCREATE/VIEW ACCOUNT
SEARCH RESULTS
PROBLEM:
When given the task
to “create a profile”,
multiple users would
interact with the
username form field,
as opposed to tapping
on the “create profile”
button.
SOLUTION:
By removing the form
fields on the first
screen, there is less
ambiguity as to what
the next step to take
is. A consequence
of this edit is an
additional screen for
the login flow.
USABILITY TESTING - LOGIN SCREEN
Less is more.
PROBLEM:
Given the scenario: “Find
results for a Blue Bomber
Jacket”, Confident Chris type
users, found it cumbersome
to filter their search for blue,
as they we expecting filter
earlier in the search flow. For
this iteration, filters don’t
come until step 4 of the
search flow.
In addition, the Home and
Magnifying Glass icons
directed to two different
types of searches. This is very
confusing. Filter option appears here.2 search options = Confusing
USABILITY TESTING - SEARCH OPTIONS
Education = efficiency.
SOLVE:
I brought the Advanced
Search (Magnifying Glass)
out of the bottom nav so
that it becomes a shortcut in
the main flow, rather than
a competing search flow
altogether.
In permitting search terms to
act as filters, search results
appear 4 steps earlier than
our first iteration.
As our users become more
educated, I expect the
advanced search to be used
more frequently.
USABILITY TESTING - SEARCH OPTIONS
Education = efficiency.
Filter in search terms. Filtered results 4 steps earlier
Home:Guided search for Alex
Quick Search:Advanced search for Chris
FINAL PROTOTYPE
By offering an interactive, guided
experience through the task of composing
and outfit, Centerpiece will gradually
instill the rules that well-dressed men
follow in order to ensure they’re looking
their best.
User-generated content ensures the
inspiration is consistently refreshed. In
addition, editorial deep-dives and How-
To’s give users the resources to increase
their “Style IQ”.
VIEW PROTOTYPE HERE
CENTERPIECENEXT STEPS
Mens style is in constant ebb and flow. With that said,
CENTERPIECE will also have to evolve as trends come and
go. There will always be a need for CENTERPIECE. Here are
a few ideas as to where we can go to keep up with the pace of
menswear evolution.
• COLOR THEORY TOOL: An interactive tool to guide men in
how to mix colors.
• TAILORED MENSWEAR SUPPLEMENT: A supplemental
experience which dives into the detail rich area of Tailored
Menswear.
• PRODUCT TAGS: Product tagging in order to allow for
deeper dives into brand editorials or purchase links.
THANK YOU.