Overview

American Dream aims to enhance the shopping experience by developing a virtual shopping feature that offers personalized and private consultations. The project focuses on integrating video and screen-sharing capabilities to allow clients to explore both in-store and online options seamlessly.

The goal is to create an interactive and engaging shopping environment that mimics the in-store experience while leveraging digital tools.

Role

Product Designer

User Research, Interaction, Visual design, Prototyping & Testing

Project Time

4 weeks (before handoff)

The Challenge

The company wants to be able to create a in- store shopping experience while shopping online at home. The project deliverables include a functional prototype of the virtual shopping consultation platform with integrated video and screen-sharing features. The prototype should demonstrate seamless interaction between clients and consultants, allowing for media sharing and collaborative decision-making.

Additionally, a user guide and technical documentation outlining the platform's features and functionalities will be provided. The deliverables aim to showcase a user-friendly interface and robust technical performance, ensuring a smooth and personalized shopping experience.

Research

Based on the survey, we found the following key points:

Consultation Duration: The typical consultation lasts between 30-60 minutes.
Fit and Style: The stylist focuses on how outfits fit different body types and recommends styles based on individual preferences.
Occasion-specific Styling: Clients are shown how outfits can work for specific events.
Social Media & Website: These platforms help showcase fit and provide styling advice.
Fabric & Price Details: It’s important to show fabric close-ups and discuss pricing during the consultation.
Purchase Behavior: Clients usually make a purchase after the consultation.

In summary, the stylist’s role is to offer personalized advice that focuses on fit, occasion, and body type, using both online platforms and in-person consultations to help clients make decisions.

Comparative Analysis

Nordstrom

The styling service uses the brand’s reputation and resources to offer a more luxurious experience. The website and app are sleek and easy to navigate. After receiving styling advice, users can shop directly within the same platform. They can also communicate with stylists through chat or video calls for a more personalized touch. Users can set preferences and upload photos for stylists to review, making the experience feel truly tailored to them.

Boutiq

Personal information like shoe and shirt sizes is integrated into the service for a more customized experience. Users receive recommendations for showroom items and similar styles. After styling advice, users can easily shop within the same interface. They can also connect with stylists via chat or video call for a more personal touch. Post-purchase reviews and feedback are collected, helping the algorithm improve and refine future styling recommendations.

Inmerss

AI-Powered Live Chat: Boost conversions with quick, intelligent responses in real-time.
1-1 Virtual Co-Shopping: Offer online shoppers a personalized, in-store shopping experience.
Outbound Clienteling: Stay connected with customers to build lasting relationships.
Live Shopping Events: Create a branded shopping channel on your website and social media.
Recorded Events & PDP Videos: Provide engaging content that educates customers and drives sales.

User flow

Flow 1: Book a consultation with a stylist to find a dress for date night.

Start
Book consultation
Sign in/ log in
Style Quiz
Book Stylist
Confirm booking
Video consultation
Post consultation
End

Flow 2: Stylist has a appointment with a client who needs an outfit for graduation.

Start
Check upcoming appointments scheduled
Prepare for client
Build catered wardrobe
Video consultation
Post consultation
Revenue
End

Early Sketches

After reviewing the user flows, we concluded that the booking process, call function, and item purchases need to be clearly represented on these screens.

Mockups

Mapping out the User flows

The design team have all reviewed these initial sketches to ensure the overall vision aligns with the project goals and requirements.

Based on the initial sketches, the team have moved on to more detailed user flows. These flows show how a user would move through various screens or actions and interact with the product.

Low fidelity Prototype

As the team works on developing the low-fidelity prototype, the user flows was divided into different workstreams with myself taking over the Booking Appointment Flow. As we delve further into the project, I will be working closely with the Style Quiz Flow to ensure a smooth transition between the two phases. Once the low-fidelity prototype is ready, the team will conduct user testing sessions.

Usability Testing with Low fidelity Prototype

From the interviews we have gathered the feedback gathered from the user interviews highlighted several key areas for improvement. Users expressed concerns about the lack of clear pricing information, with many seeking better visibility of the price range upfront. They also wanted more flexibility in browsing different styles, emphasizing the need for enhanced categorization or filters. Additionally, users were frustrated by the inability to access stylist profiles, which they felt were essential for making informed decisions. Lastly, the desire to avoid creating an account was a common theme, with many users hesitant to commit to registration before exploring the platform.

Addressing these issues by making pricing transparent, improving style navigation, providing easy access to stylist profiles, and offering guest browsing options would significantly enhance the user experience and encourage greater engagement.

Userflow

High Fidelity Prototype

After aligning with both the stakeholder and internal team, we finalized the two primary user flows: Booking and the Client Style Quiz. These flows were developed in tandem to allow for a more streamlined user experience. User testing revealed that a lengthy style quiz could lead to drop-offs, so we introduced a "Skip" option, enabling users to bypass the quiz and move directly to the booking flow if desired.

Additionally, we refined the payment process to support multiple consultation pricing models. This included options for a flat fee, a deposit, or a minimum purchase requirement, allowing flexibility based on the type of service or occasion.

Usability Testing with High fidelity Prototype

From the usability testing, we received valuable feedback regarding the Client Style Quiz. Users felt that the number of questions should be reduced, and the overall length more clearly communicated upfront. Some questions were perceived as repetitive, which impacted the overall experience.

On a positive note, users responded well to the addition of customer reviews, which helped build trust in the stylist's reputation and expertise. This feature gave users a sense of being in good hands. Additionally, the way the stylist session details were presented was well-received, as it helped users clearly understand the type of appointment they were booking.

Finalized Appointment Intake Process

Conclusion

Based on user feedback, we updated the Client Style Quiz by reducing it to a total of five questions, with a progress indicator displayed at the top of the screen to help manage user expectations and improve completion rates.

We also introduced a new screen showcasing the integration of the look book feature. This allows users to view curated styles, purchase items directly, and schedule a consultation appointment with the stylist—all from a single, streamlined interface. This update enhances the overall user journey by connecting inspiration with action in a seamless flow.

Overall, the collaboration with the team was flawless and was able to execute the plan needed.

The Address