Concept for E-Commerce Website

Good

Genes

The goal of this project is to develop an interface that will help women find jeans that fit them online without having to spend hours on dozens of different sites and spending time making returns. The interface will focus on creating a personalized experience for each shopper either using their measurements or the fit assessment to customize their shopping experience.

THE PROJECT

Tools: Figma

Target Audience: Women ages 15-64

Roles: UI/UX Design

THE PROBLEM

Good Genes is an e-commerce brand that is changing the way women shop for jeans online. This website and app aims to have an encyclopedic level of knowledge on the ins-and-outs of the fits of jeans from popular brands and retailers to help women order the right size the first time. By collecting their own data and using the data from their users Good Genes is able to create a model of every style, color, and brand of jeans that they sell and recommend the size that is actually going to fit. With it’s personalized fit assessment and database of knowledge gone are the days of frustration with buying and returning jeans desperately trying to find your size.

Shopping for jeans and other form-fitting apparel online could be time-consuming and frustrating. It's hard to compare between different styles, and it's hard to know for sure how they will fit. It's a disappointing experience when you have to return an item that doesn't fit quite right. How can you help customers select the style of jeans that they’re looking for in the right size?

THE SOLUTION

DESIGN PROCESS

DISCOVER

User Survey

DEVELOP

Brainstorm ideas/concepts
Wireframe

DEFINE

User Personas
Empathy Map

DESIGN

Create high-fidelity mocks
Get feedback

USER SURVEYS

To begin this project, I want to know how women are currently shopping for jeans and what they like and dislike about that process. I would conduct a user survey with female participants between the ages of 18-64, the brand’s target demographic to hear what pain points Good Genes could solve. Below are the survey questions I would use to design the survey.

Purchase Behavior:
- How often do you buy jeans in a year?
- Do you enjoy shopping for jean?
- Where do you buy your jeans?
- How many pairs of jeans do you own currently?
Preferred Style:
- What style of jeans do you prefer (e.g., skinny, bootcut, straight-leg, boyfriend)?
- Do you prefer jeans with a high, mid, or low-rise waist?
- Are you more inclined to buy classic or trendy styles?
- Do you shop for jeans primarily by style? color? or fit?
Fit and Sizing:
- How satisfied are you with the fit of your most recent jeans purchase?
- Have you experienced issues with sizing consistency across different brands? Please describe.
- What resources or information do you rely on to determine your jeans size when shopping online?
- How much does sizing
Comfort and Durability:
- How important is comfort when choosing jeans?
- What features in jeans contribute to your comfort (e.g., stretch material, soft lining, fit)?
- How important is durability, and have you had issues with jeans wearing out quickly?
Shopping Habits:
- Do you prefer shopping for jeans in physical stores or online?
- What factors influence your decision to buy jeans online (e.g., convenience, variety, discounts)?
- How much time, on average, do you spend researching and shopping for jeans?
Brand and Price:
- Are you loyal to specific jean brands? If so, which ones and why?
- Does the price of jeans influence your purchasing decision? What is your preferred price range for jeans?
Influence of Reviews and Recommendations:
- Do you read product reviews or seek recommendations from others before buying jeans?
- How much do positive reviews or recommendations influence your decision to purchase?
Online Shopping Experience:
- What features do you find most important on a e-commerce websites? search? sorting?
- What challenges or frustrations have you encountered while shopping online?
Returning and Exchanging:
- Have you ever returned or exchanged jeans due to sizing or fit issues?
- Does offering a hassle-free return/exchange policy encourage you to shop with a brand?
Fashion Trends:
- Do you actively follow and purchase jeans based on current fashion trends?
Brand Loyalty and Feedback:
- Would you be more likely to shop with a brand that actively incorporates customer feedback into their products?

USER PERSONA

Pains

Sizing Uncertainty

Annie often struggles with sizing when shopping for jeans online. Inconsistent sizing across brands can lead to returns and frustration.

Fit & Sizing

Finding jeans that fit well is a top priority for Annie. She doesn't have time for multiple returns due to sizing issues, so accurate sizing information and fit recommendations are crucial.

Too Many Options

Annie can't afford to spend hours scrolling through an online store to find the perfect pair of jeans or going from store to store.

Goals

Convenience

With her busy schedule, Annie values online shopping as it allows her to browse and purchase fashion items without spending too much time at physical stores. She expects a seamless online shopping experience.

Poor Quality

Annie has had experiences with clothing that looked great initially but wore out. She wants to avoid this and invest in clothing that lasts.

Affordability

While Annie appreciates quality, she is budget-conscious. She looks for fashion deals and discounts to get the best value for her money.

EMPATHY MAP