INTRO
Sfera is the first project of the UX/UI Bootcamp at Uxer School. We started with an initial brief where we had the mission to improve the ecommerce shopping experience when choosing the size to improve the 35% return rate.
PROBLEM
High return rate of purchases made through Sfera's eccommerce. 35% of them are due to incorrect size selection of their clothing.
Process
We followed a design thinking methodology and an agile approach. This helped us to be solution oriented by testing our solutions iteratively, creating a new process focused on meeting user expectations.
EMPATHYZE
Heuristic analysis
User testing
DEFINE
Insights generation
IDEATE
How Might We
Brainstorming
Crazy 8´s
Solution Sketch
PROTOTYPE
Low-Fi
Mid-Fi
EMPATHYZE
Identifying pains and plus points
We conducted a heuristic analysis using Jakob Nielsen's 10 heuristics that are proven to be reliable in UX evaluation.
In addition, we were able to conduct 6 user tests that helped us learn more about the barriers they face when selecting the size of a garment.
DEFINE
Insights
After doing the initial research we synthesized all the information gathered and did a thematic analysis to identify areas where Sfera could improve.
01 The size guide is overly informative and inaccurate. There is no personalization
02The user does not feel recognized with the sizes he/she sees.
03The options to make changes from the shopping cart screen are very limited.
04The information available on the garment does not allow the user to get an idea of the physical appearance of the garment.
IDEATION
Finding clearer processes
To kick-off the design process and move from Insights to opportunities we started by asking ourselves How Might We questions that helped us brainstorm ideas later to establish the final opportunities. Afterwards, we made some initial sketches following the Crazy 8´s technique to focus on the core elements of each screen. Finally, we made a solution sketch with a more detailed explanation of the idea we were interested in.
How might we questions:
01 How might we improve the size information on the product page?
02 How might we make a more personalized size guide that caters to all users, adapting to their tastes?
03 How might we make the user feel confident in choosing (based on their tastes) the most correct size possible with the Sfera size guide?
04 How might we provide sizing information that matches reality and user tastes?
05 How might we make the editing experience within the cart useful, intuitive and satisfying.
06 How might we create a personalized experience tailored to the user's tastes so that they feel confident that they will choose the right size?
PROTOTYPE
Applying the ideas from the previous step to the current experience
As part of the final convergence process, we developed Mid-fi prototypes based on the top-voted ideas from the previous step. From the current screens of the website, we applied and added the ideas we had previously agreed on divided into: current website, follow-up email and user feedback process.
CONCLUSION
Challenges, larnings and next steps of the project
The main challenge I found in the project was the fact that I had to analyze such a well-known website and identify those parts that needed to be improved. However, the user tests and the methodology followed helped to clarify little by little the whole process.
LEARNINGS
As main learnings I gained experience working under design thinking and agile methodologies. In addition, it allowed me to appreciate the importance of teamwork and how it truly enriches the creative processes. Finally, it was a great opportunity to develop and put into practice my skills around UX design.
NEXT STEPS
For future iterations of the project we could:
01 Improve the interaction in the shopping cart section.
02 Test and measure the new proposed solutions.
