Who is Sally Marcus?
Sally Marcus was the third project that I worked on during my cohort of a conceptual department store trying to release a sustainable wardrobe delivery service.
Details
Project Type: Product Design
Timeline: 2-week design sprint
Role: Product Design, UX Writing, Research
Tools Used: Figma, Marvel, Miro, G-Suite, Notion
Overview
Background: During my design bootcamp, a team of three, including myself, was tasked with understanding what Sally Marcus’s customer base is and how they valued the in-store experience before COVID to create a wardrobe delivery subscription targeted at many different users.
Goal(s): The main goal for this project was to make a more intuitive and seamless check-out process and increase product placement.
🔎Research
Surveys
Going into our initial research with surveys, we wanted to prioritize business consideration to better understand the in-store shopping experience and how we can transfer this to a digital product.
User interviews
User interviews were key in making this site design what it is. Leading the research phase, I wanted to get a wide range of people interacting with the product. So, we included regular shoppers, people who have used wardrobe delivery services, and stylists.
Insight
After doing two rounds of surveys and four interviews, I concluded that our targeted user wanted to keep the personal aspect of shopping in-store while still having the ability to have control of the online shopping experience.
How might we...
Comparative and competitive analysis
Since I was creating a brand new product, I wanted to gauge what the market trends were already going on and not reinvent the wheel. After doing comparative and competitive analysis, I found that the market was doing many things right and could improve upon some things.
Positives
• Offered free shipping and returns
• Personalization towards a user’s needs and wants
• Marketed towards a wardrobe delivery service rather than a subscription
• Connecting with users (i.e., blogs, UX writing, social)
Negatives
• No marketing towards an incentivized service
• Industry awareness
• Being more upfront with what the service entails
📚Define
User journey
The user journey encompasses what a person might feel when their wardrobe is outdated. Wanting to focus on the research, we ensured the person was skeptical at first when finding out about the product.
💭Ideation
User flow
When drafting the user flows, we wanted to go back to our initial research and design an experience that catered to the user's need to have control and a more personalized experience. That's when we decided to make a flow around the almighty styling quiz.
Wireframes
During the design of our wireframes, our hardest challenge was not to make additional screens that weren't based on research. We also wanted to ensure business needs were met in the initial design while keeping the user in mind.
📐Design
Test the final prototype
Next steps
•Add more emphasis around the product's sustainability
• Ideation session around different ways to layout the "My Profile" page
Lessons learned
Early on in the process, we got trapped by not focusing on our MVP's which led to confusion during our ideation sessions. We lost valuable time during the design process, but I'm glad our team pushed through to deliver a valuable product.