TABLE OF CONTENTS
Problem Identification
Design brief
Problem Statement
Possible solutions
Research
User Persona
Empathy Map
User Flow
Information Architecture
Feature List
Low Fidelity Wireframes
User Testing
High Fidelity
USP
Onboarding
Shopping Screen
All Screens
Style Guide
Introducing
A lifestyle retail brand for Gen Z
The project aims at thoroughly understanding e-commerce retail platforms and investigating any general patterns that could be a hurdle to a seamless user experience. For the project, our target audience is Gen Z, and we are trying to reimagine e-commerce for today’s generation.
PROBLEM IDENTIFICATION
For my project case study, I took three leading e-commerce brands in India today- that is Myntra, Ajio and Nykaa fashion.
I studied these brands and did user testing for the same. A number of conclusions were then jotted down which served as the foundational blocks for our e-commerce app.
Cluttered screens
Overwhelming checkout process
Slow loading times
Complex Navigation
Inefficient search functionality
Inadequate product descriptions
Limited filtering options
DESIGN BRIEF
After detailed research and understanding of the market’s problem, the below design brief was curated.
To design an e-commerce detailed platform that would cater to products associated with lifestyle like- clothing, accessories, footwear, home decor and other nicknacks. The target audience would majorly be the females of Gen Z. This app is centered around women of today’s age and aims to create a seamless shopping experience.
PROBLEM STATEMENT
After thorough research it was concluded that there are limited options for the major chunk of users which is Gen Z today. The e commerce apps are cluttered, confusing and time consuming. The time consumption on shopping is extremely high
POSSIBLE SOLUTIONS
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Decluttering the screens according to aesthetics
-
Creating a clean and simple, minimal aesthetic
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Detailed filtering options
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Enhancing categorisation of various products
RESEARCH
Questions
Q1. What problems do you face when looking for the desired apparels?
Q2. What features or functionalities do you find most valuable or lacking in these apps?
Q3. What aspects of the app did you find satisfying or frustrating during your experience?
Q4. How would you rate the user interface and navigation experience of these apps in terms of ease of use and efficiency?
Outcomes (from the users)
90%
There's too much information on the screens and it's just a big mess
75%
I feel that the filtering options could be more robust
85%
No segregation according to my aesthetic.
70%
The app could offer
personalised recommendations
Summary
The user desires an app experience that provides tailored recommendations without imposing aesthetic biases, incorporates more effective filtering features, and presents information in a clearer, less cluttered manner.
USER PERSONA
EMPATHY MAP
INFORMATION ARCHITECTURE
FEATURE LIST
Search objects through aesthetics
AI Made mood boards
Audio and image search
Two factor authentication
Sales messages about ongoing sales
No missing products in an order, double check every order
Descriptions checked
by website
Tentative time of availability for products out of stock
Change of address for returns and exchanges
Quality checks regularly
Personal data protection
Wireframes are essential blueprints used in digital design to map out the structure and layout of websites or applications, detailing the arrangement of key elements like navigation bars and content areas.
LOW FIDELITY WIREFRAME
USER TESTING OUTCOMES
5/5
The aesthetic sorting function helps a lot as it declutters so much
3/5
Tentative time of availability for products out of stock helps save time and makes the process efficient
4/5
I like the image search function as it helps save time
4/5
I like the audio search option as it does not require me to type everything. It saves a lot of energy and improves productivity
Welcome to
(High Fidelity)
Nova, a lifestyle retail app, offers personal recommendations, aesthetic sorting, image search, AI-made mood boards, and more. With Gen Z as its primary audience, it meets their demand by helping them discover their style and perfect outfits.
USP- AESTHETIC SORTING
Aesthetic Sorting is the USP of Nova. It gives the user segregated products according to the aesthetics chosen on the main page. The user can then filter according to their needs.
ONBOARDING
Onboarding plays an essential role as it creates the first impression- various login options are available for the users. This screen promotes easy login features like direct login through Google, Facebook, and forgot password.
SHOPPING SCREENS
ALL SCREENS
STYLE GUIDE
A
A
Colour Palette
#F48486
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#212121
#FBFBFB
Columns
Font Style
Abhaya Libre Extrabold
26, 36
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Inter Regular
14, 16, 20
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Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz