Role
UX/UI Designer
UX Researcher
Tools
Figma
Whimisical
Optimal Workshop
The Prompt
You might ask, why would you be proud of this and show it in a portfolio. Well until this point in my career, the designs I had made were for fictional companies, but now there was a real company this design could make a real difference for. My mentor at the time came up with a prompt that drove the case study in a more business related direction instead of fancy graphical work. Being able to mesh business needs and a user-centered design was still very new to me and I think I nailed this solution! Here was the prompt:
Secondary Research
Through research and analysis, I was surprised to discover that a whopping 72% of retail sales still occurred in-store. In addition, I found that 91% of customers were more likely to buy items if they received styling advice. Armed with this information, I began brainstorming a solution that would utilize technology to enhance the in-store experience.
The solution I proposed was an AI-enabled personal stylist named Charlie.
Charlie would be available in-store for customers to use to get matching recommendations based on an item of their choosing utilizing the user's camera to capture information about their clothing choice. To personalize this feature, I chose the name Charlie, a unisex name that is popular in Sweden, the birthplace of H&M.
Defining the User’s Journey
I continued this project by interviewing users, in this case, I interviewed previous customers of H&M. Through these interviews I was able to synthesize the qualitative data collected to understand the user's needs, pains, and wants. With this data organized I moved forward by developing a persona and customer journey map that allowed me to explore the thoughts and goals of our target audience while keeping this project in scope.
Using the customer journey map, shown above, as a blueprint, I then crafted a task flow. This task flow, shown below, was designed in a way that made it easier for users to navigate H&M's website or mobile app. I ensured that the design was user-friendly and seamless, providing an intuitive experience for users.
Testing
I faced a significant challenge in conducting an in-store usability test for H&M due to tight schedules and a lack of affiliation with the brand. However, I quickly adapted to the situation and came up with an alternative approach to gather insights and feedback from potential users.
I conducted in-person interviews with participants to gauge their opinions about the new designs. I was able to conduct these interviews in a distraction-free environment without the bustle and noise of a retail store, which turned out to be an ideal scenario. During these interviews, I delved deep into the underlying motivations, preferences, and behaviors of the participants and gathered valuable insights.
The data I collected from the interviews was quite extensive, and I needed to find an efficient way to organize it. To achieve this, I used an affinity map to group similar ideas and observations together, highlighting noteworthy themes and patterns.
The affinity map served as the foundation for informing my final design decisions for H&M. It helped me identify key pain points and informed the design elements that needed fixing. I was able to use the insights and feedback I gathered from participants from my high-fidelity designs to make improvements to the final product.
Overall, despite the lack of in-store usability testing, my alternative approach allowed me to gather valuable insights, resulting in a successful project outcome.
Full Case Study
Let's be honest, I'm not a developer so I just wanted to highlight some key points in my case study that I was proud of but I included the full case study in a PDF if you would like to take a look into my full work process!
See Full Process (PDF)
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