Nineteen

Clothing brand

ROLE

Research, Ideation, Visuals, Prototyping, design thinking

TIMELINE

2 Weeks

This was a speculative project.

Problem

Online shopping has made life easy. On one click you can buy anything but it is difficult to imagine how it looks in real life. Customers frequently worry if the outfit looks the same in real life. 74.2 % worry if the clothes they buy will fit them or suit their body. There is doubt in mind of customers.

Solution

Reviews of the clothes with pictures really helps to imagine how it looks on others. Also one might find a picture of review with similar body shape/ size. It will help them have more confidence on their purchase. It would also help them style it well.

Research

Around

74.2%

People worry if the clothes will fit them

SURVEY

I surveyed 84 people. I found participants on Facebook aged 16 - 35. 74.2 % of the participants worry if the clothes they buy online will fit them. 35 % prefer offline shopping because many of them prefer to try clothes out to see if it fits well on them or not.

INTERVIEW

I interviewed one fashion student. She worries about when her shipment will arrive. She frequently checks in website to check the delivery status.

Around

71%

People's buying decision is influenced by social media

SECONDARY RESEARCH

According to GlobalWebIndex, 54% of social media users use social media to research products and 71% are more likely to purchase products and services based on social media referrals.

Personas

BIO

She is a small Social media influencer and also a fashion communication student. She has keen eye for fashion and is always updated with trends.

FRUSTRATIONS

Worries if clothes will fit
Worries when delivery information isn’t clear
Worries if the picture and the real product is same

AGE

NEEDS

Inspiration about styling clothes together.
Regular updates on delivery

QUALITIES

Spontaneous
Impatient
Hard Working
creative

GOALS

Wants to buy nice clothes on budget which looks good on her.

SIZE

Small

HOBBIES

Instagram
Reading fashion magazine

BIO

She is a home maker. She has family with 3 children. She wears large size clothes and often worries about fitting of her clothes.

FRUSTRATIONS

Worries if clothes will fit
Worries if clothes will look good on her size

NEEDS

AGE

Wants to feel confident about buying clothes her size.

QUALITIES

Nurturing
Impatient
Hard Working

SIZE

Extra large

GOALS

Wants to buy trendy clothes that fit her well

HOBBIES

Yoga
Taking care of her kids
Reading books
Meditation

Competitor Analysis

STRENGTHS

Easy navigation of categories on mage page
View different angles on hover
4 steps to buy
Easy 1 step sign up

WEAKNESS

Colour options on main page are not prominent.
Difficult navigation of categories on list of categories
No reviews

STRENGTHS

Good Emphasis on pictures
Video to break monotonous
Scalable view
Easy navigation
Chat box can easily help.
Easily see the clothes in cart
6 steps to buy a clothes
Can edit address after buying
Easy Sign up 2 step

WEAKNESS

Hard to read text on details of the items.
EU sizing is not common in India
Cannot Edit cart during payment.
No reviews

STRENGTHS

Easy selection of sizes, color with hover.
Chat box can easily help.
Easy buy 4 steps
Delete clothes and edit address while payment step
Easy navigation through categories

WEAKNESS

Lengthy navigation from banners. From home to an item.
Cannot sign up after going through the cart
Lengthy sign up 5 steps
No reviews

I researched major brands on the market. Zara, H & M, and mango are the most popular brand. None of them had a review section for the clothes.

Ideation

Many people choose offline shopping over online because they can understand the fitting suitability of the clothing on them. I want the users to feel confident about the fit during their buying process.

The Idea was to identify the shape and size of the user and based on that curate clothes of the same size. Also to have models of the different sizes so that the users feel included but it isn’t economical to have models of all the sizes. Also, brands want to sell all of their clothes.

Social media has a huge influence on people’s buying behavior. Including social media handles will encourage people to engage with others and also get followers.