UX PROJECT SCOPE

BACKGROUND

My name is Maria, I’m the founder & owner of Mariale - A feminine, high-quality, sustainable & timeless brand. Mariale brings an elegant & relaxed feminine beach style to your wardrobe. The brand needs a mobile website to host its products and reach customers in the USA.

OBJECTIVE

• In a highly saturated market, provide a memorable & clean platform for customers to purchase beautiful clothes and feel great with the experience from beginning to end.

• Create a mobile landing/signup website.

• Create a mobile home website.

• Feels fresh and can easily adapt to collections, seasons, and colors.

• Is familiar with navigation through the websites despite collection, color, and seasonal changes.

• Create branding/logo.

• Support the users in effortlessly performing their expected actions effectively and quickly.

• Clear navigation so that users can easily identify what they need.

RESEARCH

INTERVIEW

I conducted user interviews in order to get a better understanding of the user’s needs with 3 participants, aged 26 - 65 living in Los Angeles, Houston & Honolulu. All participants are busy professionals and shop for clothes frequently online. In interviewing the participants I allowed them to tell their stories and walk me through their online shopping process.

• What motivates customers to shop online?

• What pain points do users currently have shopping online?

• What preferences do users have when shopping online?

• What are the market competitors currently doing with their platforms?

The main insights gathered from the interviews were:

NEEDS

• Users need to have free shipping and free returns.

• Users need to save time by shopping online.

• Users need to make sure items are affordable and stylish.

• Users need to make sure the website is secure before purchasing online.

MARKET RESEARCH

TARGET MARKET

• Millenial & Gen X women with disposable incomes.

• 25-60 years old.

• College-educated.

• Single or Married.

• If married may have one or two children.

• Lives near a major city (LA, Milano, NYC, Madrid).

• Pays attention to big news announcements, such as product launches.

• Very active on social media (Twitter, Facebook, Instagram).

• Very gadget savvy.

• Wants to know the new unique ideas & trends.

• May blog on multiple platforms.

• Loves Spotify, Pandora, and podcasts.

• Goes to YouTube for a laugh.

• Active mainly on Instagram.

PERSONAs

Based on the interviews and market research I set up three personas. I referred to them throughout the entire product development process to accurately impact the final design.

Persona LIFESTYLE

PRODUCT FEEL

EMPATHY MAP

DEFINE

To understand how customers find and interact with the service I created a Site Map, a User Journey Map, and an Activity Diagram. I mapped out the users’ steps to see how I could simplify their journey to help them reach their most important goals with the product.

SITE MAP

USER JOURNEY MAP

ACTIVITY DIAGRAM

BRANDING & STYLE GUIDE

IDEATE

I usually start the design process with low fidelity wireframes. This is the way I iterate through many design options quickly and efficiently. The main purpose for this is to brainstorm, and understand the most basic and fundamental elements that are needed to create a successful project.

LO-FI WIREFRAMES

DEFINE

I kept referring back to my personas to define key needs that must be on the mobile application for them to complete tasks and enhance their experience and trust in the brand.

Here were some of the main ones:

• Personalized experience.

• Trending items & related product suggestions.

• Sustainability commitment.

• Clean product display & campaign product display images.

• Thorough product description.

• Like/Love product features.

• Inspirational quotes.

FOR FUTURE DEVELOPMENT

• Love product feature page.

• Account.

• Checkout.

APP LAYOUT

HI-DEF FRAMES

PROTOTYPE