MOBILE SHOPPING APPLICATION
November 26, 2024
Kelsey Vitullo
THE WHY
The Idea:
With the desire to increase digital skills and fuse the physical product world with digital e-commerce, the idea for an HOMAGE branded mobile application was born. This case study was conducted over a 15-week period for the completion of the Industry Practicum for the Master’s of Fashion Industry Studies Program at Kent State University.
The Opportunities & Goals:
Occupations
With so many brands offering dedicated shopping applications to their consumers, the opportunity for HOMAGE is clear.
This new shopping application will allow HOMAGE customers easier mobile access to products with an exciting user experience. By assisting HOMAGE to increase revenue, gain national recognition, and deliver engaging, experiential storytelling to enhance consumer usability and conversion.
INTRODUCTION
THE PROJECT:
Market and User Insights
Foundation of Thorough Design Research
Tailored Solutions
An Intuitive Mobile User Experience
Extensive Interviews & Surveys
Identification of Problems & User Needs
ABOUT THE BRAND:
Skills and techniques
Founded in 2007, HOMAGE turns back the clock with shout-outs to eclectic moments and personalities in sports, music, and popular culture. From Billie Jean King to Larry Bird, our clothing tells stories of triumph, individualism and hustle, preserving the old school and creating new legacies. Pay homage.
THE PROCESS APPROACH
Project Outline: 15 Week Course 210 Hour Project minimum Identify Timelines & Deliverables
Market Research Research of Mobile Shopping Applications
UX Project Proposal Introducing Project Scope, Activities Timelines & Problems for Solutions
Design Research
Works
cited
Data Analysis
Research Protocol created with Interview Questions: 6 Interviews conducted (Qualitative) Survey Questions Created: 2 Surveys conducted (Quantitative)
Affinity Post-It Method finding patterns and themes Mapped out Survey Data in excel to find patterns & themes
UX Brief Research Process, Research Findings, Design Recommendations, Persona Creation & Design Tenets.
Usability Testing 3 Usability Testers reviewed hand sketched wireframes (UX Professor, UX industry professional, Non-UX professional) Initial Wireframe Design
• Mobile Applications: 8 retail brands’ mobile applications were downloaded, reviewed and compared.
THE RESEARCH APPROACH
• (6) Interviews: A series of 30+ open ended questions were asked relating to demographics, usability of mobile applications, and what-if scenarios to identify problems and gain insights on solutions.
• (1) Survey: Participants were asked 20+ questions related to their Mobile Shopping Experiences.
Mobile Application Research Qualitative Research: Interviews Quantitative Research: Surveys Data Analysis
THE RESEARCH APPROACH
THE RESEARCH APPROACH
THE RESEARCH APPROACH
The Data Analysis:
Affinity Post-It Method
Identify User Goals
Identify User Pain Points Formulate Patterns & Themes
Generational Differences:
Generation Z
THE RESEARCH FINDINGS: Conclusions
• Purchase more clothing
• Prefer to shop In-Store
• Shipping is not as important
• Enjoy gamification in apps for entertainment
• Rely on ratings & reviews most Gen Z (Age 18-24) vs. Millennials (Age 25-44)
Millennials
• Prefer to use mobile apps & online shopping
• Insist on shipping & delivery options
• Enjoy gamification in apps to earn rewards
• Appreciate ratings & reviews but do not rely on them
General Shopping Needs:
Simplicity & Time Saving Solutions
Ratings & Reviews Promotional Offers & Events Exclusive Offers & Product Drops
Shipping & Delivery Options
THE RESEARCH FINDINGS: Conclusions
Continued
THE PERSONA
THE PERSONA
MEET RACHAEL
THE DESIGN TENETS
Simplicity
Clean & On-Brand Design Consistency Accuracy Streamline Login & Checkout
Simplicity: Make every interaction intuitive and effortless. Every touchpoint should be easily navigable, reducing friction. Users should be able to achieve their goals without unnecessary complexity.
Accuracy: Provide accurate information within application relating to more complex functionalities desired. (i.e.: Fit Technology for ordering correct size due to body shape and preference, up to date news feeds, product drops, and wishlist inventory)
Consistency: Provide consistent functionalities that relate to other successful UX design principles that allow user to become familiar and efficient with the application quickly.
Design: Design the shopping app with a clean, minimalistic interface that is easy to navigate and showcases HOMAGE’s brand handwriting.
Maintain the story telling nostalgia of the brand that ensures product listings, categories, and key actions (e.g., adding items to the cart) are clearly visible, allowing users to quickly find what they need without visual clutter.
A sleek, organized design that mirrors the current HOMAGE website and in-store experience enhances usability, making it easier to browse, compare, and make purchases efficiently while enjoying a visually appealing experience.
Streamline: One-click, fast checkout whenever possible. Payment processes should be as frictionless as possible, leveraging stored payment info, auto-filled forms, or single-click payments.
THE DESIGN: RECOMMENDATIONS
DESIGN MUST HAVE FEATURES INNOVATIVE FEATURES
• HOMAGE BRAND HANDWRITING
• ACCESSIBLE, CLEAN DESIGN
• PRODUCT SHOWCASE
• STORYTELLING
• CONVENIENCE
• RATING & REVIEWS
• SEARCH & FILTERS
• EXCLUSIVE PROMOTIONS
• EXCLUSIVE PRODUCT DROPS
• NEW ARRIVALS
• SHIPPING/DELIVERY OPTIONS
• WISHLIST
• SCAN-IN-STORE
• PRODUCT VIDEOS
• PRODUCT RECOMMENDATIONS
• PUSH NOTIFICATIONS
• GAMIFIED REWARDS
• PAY HOMAGE TRIVIA
• HEADLINES NEWS FEED
• VISUAL SEARCH
• THE VINTAGE VAULT
THE APP DESIGN
■ App Design/ Aesthetic:
Use of HOMAGE colors (Specifically Red)
Helvetica Font Icons matching HOMAGE.com
Brand Personality
Back Buttons & Home Navigation on most screens
Important User Experience Features:
SEARCH, SCAN-IN-STORE & VISUAL SEARCH
SCOREBOARD REWARDS
• PROMOTIONS
• GAMIFICATION TRIVIA
• THE VINTAGE VAULT RE-SALE
Works cited
DASHBOARD
Closeup: Promos
Modal Window: Promo Confirmation
DASHBOARD
Closeup: Shop All
CLOSEUPS
1 NEW ARRIVALS:
2 EXCLUSIVE DROPS:
DASHBOARD
Closeup: Pay Homage Trivia
Works cited
CLOSEUP: Pay Homage Trivia
Modal Window: Trivia Question
Modal Window: Scoreboard
DASHBOARD
Closeup: The Vintage Vault
SEE ALL PRODUCTS IN VAULT + EASY ACCESS REVIEWS
Works cited
CLOSEUP: PRODUCT DETAIL PAGE
• Finalize 2nd half of wireframes to complete application design
FUTURE CONSIDERATIONS:
FUTURE FEATURES
• Action to Usability Testing Feedback
• Built out Vintage Vault Process
• Trivia: Re-evaluate experience
• Headlines Section: Refine into storytelling that aligns with HOMAGE’s personality.
• Combine Sports & Culture into 1 page that highlights key stories relevant to audience replacing sports scores. (Iconic Moment Features, Behind the scenes, Tributes to notable players or teams)
• Add Social Content
• Preference Quiz: Style/ Fit Preferences
• Fit Technology
• Holiday Shop /Destination Shop section Pay Homage facts, maps, travel tips
• Additional Usability Testing with more participants
• Use tools to record users' activities
• Accessibility Testing with people with disabilities
• Add annotations to wireframes prior to usability testing
QUESTIONS or COMMENTS?
Citations:
NY Coart. (n.d.). Question mark artwork. Vecteezy. Retrieved November 14, 2024, from https://www.vecteezy.com/free-vector/answer
HefNY25. (n.d.). Bell artwork. Vecteezy. Retrieved November 14, 2024, from https://www.vecteezy.com/free-vector/bell
Psychoche9. (n.d.). Play button. Vecteezy. Retrieved November 14, 2024, from https://www.vecteezy.com/free-vector/play-button
Works cited
Flatart. (n.d.). Cog- settings button. Vecteezy. Retrieved November 14, 2024, from https://www.vecteezy.com/free-vector/question-mark-icon
Astrit Lindawati. (n.d.). Sound button. Vecteezy. Retrieved November 14, 2024, from https://www.vecteezy.com/free-vector/question-mark-icon
MD. Monirujjaman Melon. (n.d.). Wifi buttons. Vecteezy. Retrieved November 14, 2024, from https://www.vecteezy.com/free-vector/question-mark-icon
Homage.com. (n.d.). No specific artwork title provided. Vecteezy. Retrieved November 14, 2024, from https://www.vecteezy.com
Mobile Shopping Application Survey: Link: https://kent.qualtrics.com/jfe/form/SV_aXLes9gWBifwys