Research Debrief PERSONAL FIT Fit is perhaps the most universal and determining factor in purchase. Users want a way to view items at various angles and magnification, learn about item details like material, see price immediately but not intrusively, judge item quality, feel and value, and judge personal style and size fit. The inability to do so is the top concern of online shoppers. Users also want to judge how well new pieces integrate into their current wardrobes to boost buyer confidence. SOCIAL MEDIA Email campaigns and social media advertising are quite effective, including one user who reported it was her main portal to online apparel shopping. All users report drawing outfit inspiration and buy impulse from campaigns. Sale or discount announcements and the prospect of social currency (both on and offline) especially lead to clicks and buys. VISUAL HIERARCHY All interviewees are intimidated by overwhelming visual quantity, unclear organization and too many uninteresting items. All users complain that mobile screens make shopping inefficient due to the display size. Filters and categories are helpful both in navigation bar and on item browsing pages. However, filters can often return too many irrelevant results. Enabling look or occasion-based browsing (e.g. “party looks” or “summer festival”) can be both attractive and helpful. EASE OF TRANSACTIONS Users value easy returns, especially at nearby in-store locations. They also value transparent costs, free and fast shipping, and easy checkout. These are all reported to increase the likelihood of purchase. STYLE/QUALITY/PRICE Users cited trends in a more minimalist aesthetic and quality as informing their buying habits. Shoppers enjoy finding pieces that balance price, quality, and trendiness/style and judge items on their contribution to existing wardrobe. Pieces that are cross-functional, simple, yet classy were valued by all users. Being able to layer and match more basic items with other pieces was cited as valuable to all users.
User interview debrief