Kelsey Vitullo
SEAMLESS SHOPPING THROUGH UX DESIGN:
Human-Center Design in the Mobile Shopping Application Experience
Kelsey Vitullo | March 20, 2025
TABLE OF CONTENTS
q Introduction
q Acknowledgements
q About the HOMAGE Brand
q Research Scope
q Market Analysis
q UX & Human Centered Design Literature Review
q Research Process
q Personas
q The App Design (Part 1)
q User Testing Insights & Design Iterations
q The App Design (Part 2)
q Findings & Implications
q Conclusions
THE PROJECT: INTRODUCTION
Market and User Insights
Tailored Solutions
Foundation of Thorough Design Research
Extensive Interviews & Surveys
An Intuitive Mobile User Experience
Identification of Problems & User Needs
ACKNOWLEDGEMENTS
Dr. Jihyun
Occupations
q A special thank you to Dr. J , our program coordinator, who has supported me since day one in 2018. Her dedication and encouragement have been a constant source of motivation throughout this journey.
q I extend my deepest gratitude to Kendra LaPolla , MFA , for her unwavering support, guidance, and belief in my vision throughout my practicum, capstone, and master's program. Her mentorship has been instrumental in shaping my research and professional growth.
q I am also sincerely grateful to my committee members, Dr. Lauren Copeland and Dr. Laura McAndrews Troy , for their invaluable feedback and expertise, which challenged me to refine my work to its fullest potential.
q Lastly, to my family and all who have supported me—your encouragement and belief in my work mean more than words can express. Thank you.
Kim Vick
Dr. Laura McAndrews
Troy
Dr. Lauren Copeland
Kendra Lapolla MFA
My Family
ABSTRACT
The HOMAGE Mobile Shopping Application is a digital platform designed to enhance the HOMAGE customers shopping experience by seamlessly integrating brand storytelling with human-centric design.
The Application was developed to….
Occupations
Increase Customer Engagement & Revenue
Increase National Awareness Build a Sense of Community Provide Experiential Storytelling Allow For Easier Access to Products
q This research study documents the design research analysis and the design approach for the application, ensuring alignment with research findings, and effective design principles with the creation of user personas.
q The UX process includes research insights, iterative user testing, and strategic recommendations to optimize the final digital design and experience, ensuring differentiation in the market while addressing user needs.
q The app leverages foundational and innovative UX principles to deliver a seamless and engaging shopping experience deepening the emotional connection with the customer.
q By blending innovative initiatives with the established HOMAGE brand handwriting, this app redefines how customers engage with the HOMAGE brand, delivering a seamless and memorable shopping journey.
q The HOMAGE Mobile Shopping Application is not just a transactional platform but a storytelling hub that deepens brand connection through community.
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.
ABOUT THE BRAND
Ryan Vesler, Owner/CEO
q HOMAGE LLC is a Columbus, Ohio-based apparel brand renowned for its nostalgic, storytelling-driven designs. Founded in 2007 by Ryan Vesler, HOMAGE specializes in vintage-inspired graphic T-shirts, sweatshirts, and accessories that celebrate sports, pop culture, and historical moments.
q Each product exists to carry a backstory, honoring legendary athletes, cultural icons, and historic events. Every purpose of each product is to “Pay Homage”
q In 2024, HOMAGE secured strategic investments from Ryan Reynold’s Maximum Effort Investments, EX-NFL player Jason Kelce, Actor Rob McElhenney, and Kevin Durant to name just a few….
q Worn by celebrities including Taylor Swift, LeBron James, professional athletes, actors and more, the HOMAGE brand is gaining widespread recognition.
RESEARCH SCOPE
q This inclusive shopping application is built on a foundation of thorough design research, ideation, and iterative development.
q The project scope includes comprehensive market and user insights, with a specific focus on target users through Human-Centric Design.
q Insights gathered through extensive interviews and surveys, combined with strategic design functionality, have led to the creation of the HOMAGE shopping application.
q By identifying and addressing key user needs, the app offers tailored solutions through design research, user experience design, and technological implementation, ultimately resulting in a more intuitive and impactful user experience.
MARKET ANALYSIS
KEY MOBILE
APP RESEARCH
Industry Trends & Competitive Benchmarking
q Research analyzed small (start-up) and large (legacy) brands, categorizing apps by download volume (50K–50M+).
q Many smaller brands lack dedicated mobile apps, presenting an opportunity for HOMAGE to differentiate.
q Large brands leverage niche markets (sports, youth, lifestyle) and offer advanced app features.
COMMON & STANDOUT APP FEATURES
MARKET ANALYSIS
STANDOUT INNOVATIONS:
q American Eagle: In-store inventory access, downloadable playlists, curbside pickup.
q Uniqlo: Live video shopping, 1-hour pickup, sizing assist, free alterations.
q Carter’s: Themed shopping experiences, community-driven engagement.
q Hollister, Cotton On, PINK: Seamless multi-brand shopping.
STRATEGIC OPPORTUNITIES
q Blend core e-commerce functionalities with exclusive content & interactive elements.
q Leverage personalized recommendations, immersive storytelling, & AI-driven tools for an engaging user experience.
q Introduce social-driven content, interactive outfit quizzes, fit technology, & customer care initiatives to enhance engagement.
q Explore emerging mobile trends: Visual & voice search, inapp customer service chat, campaign videos, behind-thescenes content.
UX & HCD LITERATURE REVIEW
Introduction to UX Design:
q UX Design is the process of creating user-friendly, accessible, and intuitive products and systems by focusing on usability, interaction, and overall experience through research, prototyping, and testing.
q UX design has been shaping product interactions for centuries but was formally defined by Don Norman in 1995.
q Norman’s Human-Centered Design (HCD)Process focuses on user needs, psychology, and technology to create intuitive and functional designs.
q Peter Morville’s Seven UX Honeycomb model provides key pillars for effective UX: useful, usable, desirable, findable, accessible, credible, and valuable.
Works cited
q Together, these frameworks ensure that mobile shopping apps provide a seamless, engaging, and consumerdriven experience.
UX & HCD LITERATURE REVIEW
Key UX Factors in Mobile Shopping Apps:
q Usability: Seamless, intuitive navigation for a frictionless experience.
q Usefulness: Personalized recommendations enhance engagement.
q Findability: Easy discovery of products and a streamlined checkout process.
q Trust & Credibility: Secure, reliable apps with clear product details build user confidence.
q Valuable: Positive experiences foster loyalty and conversions.
q Accessibility: Inclusive design ensures usability for all users.
Works cited
Why UX Matters in Mobile Shopping:
q A great UX reduces friction, increases engagement, and strengthens brand perception.
q Fast performance, seamless interactions, and a human-centric approach drive conversions and customer loyalty.
q In today’s competitive market, brands that prioritize UX will enhance their digital presence and build long-term consumer relationships.
Peter Morville’s
“The
Peter Morville Architect & User Experience Designer
Don Norman
Father of User Experience”
• Mobile Application Research: 8 retail brands’ mobile applications were downloaded, reviewed and compared.
THE RESEARCH APPROACH & METHODOLOGIES
• (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 PROCESS APPROACH
UX Project Proposal Introducing Project Scope, Activities Timelines & Problems for Solutions
Design Research Research Protocol created with Interview Questions: 6 Interviews conducted (Qualitative) Survey Questions Created: 2 Surveys conducted (Quantitative)
Data Analysis
Affinity Post-It Method finding patterns and themes Mapped out Survey Data in excel to find patterns & themes
THE AFFINITY MODEL
THE RESEARCH APPROACH
The Data Analysis:
Affinity Post-It Method
Identify User Goals
Identify User Pain Points Formulate Patterns & Themes
THE PERSONAS
THE PERSONA
MEET JOSH
THE PERSONA
MEET RACHAEL
PART 1 DESIGN
THE APP DESIGN
■
App Design/ Aesthetic:
q Use of HOMAGE colors (Specifically Red)
q Helvetica Font
q Icons matching HOMAGE.com
q Brand Personality
q Back Buttons & Home Navigation on most screens
■
Important User Experience
Features:
q Seamless Sign- In/ Account Creation
q Easy Access to Ratings/Reviews
q Exclusive Drops & New Arrivals
q Promotions
q Storytelling Elements:
q The Headlines/News
q Pay Homage Trivia
q Vintage Vault
§ SEARCH, SCAN-IN-STORE & VISUAL SEARCH
§ SCOREBOARD REWARDS
• PROMOTIONS
• GAMIFICATION TRIVIA
• THE VINTAGE VAULT RE-SALE
The Dashboard
Works cited
DASHBOARD
The Headlines
Works cited
DASHBOARD
Closeup: Pay Homage Trivia
Works cited
CLOSEUP:
Pay Homage Trivia
Modal Window: Trivia Question
Modal Window: Scoreboard
The Vintage Vault
DASHBOARD
Closeup: The Vintage Vault
Works cited
CLOSEUP: PRODUCT DETAIL PAGE
USER TESTING INSIGHTS & DESIGN ITERATIONS
q The design process for the HOMAGE mobile app was divided into two phases to incorporate feedback and ensure a user-centered experience. Usability testing played a crucial role in refining the app by addressing user pain points, enhancing navigation, and improving ease of use. Key insights from testing led to several design updates aimed at streamlining the user experience.
DESIGN ITERATIONS:
Account Setup/ Login
q Simplified the HOMAGE account creation process:
q Tutorial was folded into one Value Proposition Page to create value.
q Account Setup minimized form fields for a fast process to shop.
q Customization of preferences was moved to settings.
Value Proposition Screen
Sign Up/ Create Account
DESIGN ITERATIONS:
Dashboard Updates
q Simplified layout for intuitive navigation:
q Re-evaluated innovative initiatives on the dashboard– removed unnecessary content to streamline experience.
q Removed Promotions & Trivia to better align with HOMAGE brand and allow for a better UX.
q Consolidated Toddler category into “Kids” category.
DESIGN ITERATIONS:
Dashboard Updates
q Added a “Sale” button, “New Arrivals” button, and “Exclusive Drops” was double exposed with a button and dashboard showcase.
q Double Exposure of products and buttons.
q Nostalgic News directly “Pays Homage” to highlight products with stories from past moments in-time, athletes and coaches.
q The Vintage Vault remained, trivia was removed and put into a more user-friendly location.
DESIGN ITERATIONS:
Navigation & UI Improvements
q Restructured category layouts, relocated call to action buttons, and simplified features to ensure intuitive navigation.
q Enhanced search & filter functionality for improved product discovery by moving it closer to related products.
q Unnecessary indicators were removed.
q Tabs were removed to ensure successful product discovery.
q Modal windows were replaced with side drawers to allow users to maintain a continuous flow.
DESIGN ITERATIONS:
Product Detail Page Optimization
q Optimized product detail page Images for better visibility.
q Refining PDP structure, trivia placement, and checkout efficiencies.
DESIGN ITERATIONS:
Checkout Process & Optimization
q Reduced form fields and restructured information hierarchy to minimize friction and reduce cart abandonment .
q Green indicators with grey to black font indicators confirm completed form fields.
q Payment Options & easy gift receipt request.
q Improved cart flows and clarified order summaries for a more efficient process by relocating information hierarchy for speed and user convenience.
Intuitive Indicators
Order Summary
Payment Options
DESIGN ITERATIONS:
Trivia & Storytelling Integration
q HOMAGE HEADLINES was replaced with Nostalgic News to relate more directly to the brand’s storytelling initiatives.
q Reimagined productrelated trivia to enhance storytelling integration: Trivia was removed from dashboard, added to each PDP Page to tell a story about each product.
q Integrated trivia into NOSTALGIC NEWS to highlight special app only products.
DESIGN ITERATIONS:
The Vintage Vault
q Feedback from user testing regarding the Vintage Vault idea was well received, although refinements were necessary.
q Visual aesthetics were updated to reflect an innovative and new initiative including font choice and language to provide a oneof-a kind experience.
q Tooltips were adjusted ensure users could find additional information if needed.
q All products were moved to the Initial VV page instead of having the users click in from one image.
DESIGN ITERATIONS:
Final Takeaways
q These UX-driven improvements prioritize clarity, efficiency, and user trust, fostering deeper engagement and boosting conversions, all while reinforcing the HOMAGE brand identity.
q This section showcased the original wireframe design iterations made based on usability feedback to enhance the app’s functionality through best practices following the 7 Honeycomb Principles & HCD.
q Part 2 of this application is critical as it establishes the core UX design principles necessary for fundamental functionalities, including Settings, Search, and Navigation.
q Morville’s Key UX principles such as usability, usefulness, findability, credibility, and accessibility ensure that users can navigate the application efficiently and with confidence.
q As the foundational experience of the application, Part 2 must align with HOMAGE’s brand identity while adhering to Human-Centered Design principles.
q It is important to know that future considerations of usability testing could be completed with Part 2 of the application design.
PART 2 DESIGN
PART 2 DESIGN:
The
Settings
q The Settings section incorporates intuitive dropdown navigation bars:
q My Account
q My Orders
q Score Rewards
q App Settings
q Users can perform a wide range of essential tasks:
q Accessing order details
q Modifying or canceling orders
q Managing rewards
q Customizing notification preferences
q Enabling security features
q Users can tailor content preferences to enhance personalization.
q Visually, the Settings section is distinguished from the main shopping experience with a black background with red accents, effectively signaling to users that they have entered a separate functional space within the application.
PART 2 DESIGN: Search,
In-Store Scan & Visual Search
q The Search Icon and Navigation Bar are fundamental UX components designed to support users in efficiently completing their tasks.
q Design research has consistently highlighted that search functionality is one of the most critical features within an app.
q To ensure accessibility, the search bar is prominently placed at the top of nearly every screen, minimizing the chances of users feeling lost or abandoning the application.
q This strategic placement increases the likelihood that users will quickly find what they are looking for—or determine if the product is unavailable—enhancing overall satisfaction.
PART 2 DESIGN:
Search, In-Store Scan & Visual Search
q Beyond the traditional search feature, placed directly near it, the application introduces two innovative search features:
q The HOMAGE Eye (Scan-in-Store): This feature bridges the in-store and digital experiences by allowing users to scan a product, instantly retrieving real-time inventory levels, detailed product specifications, and brand storytelling initiatives.
q The HOMAGE Eye (Visual Search): A cutting-edge tool increasingly adopted by legacy brands, determined by the market research, Visual Search enables users to capture or upload an image—whether a live photo, screenshot, or saved image—to locate equivalent products within the app. This functionality is particularly valuable in the Vintage Vault section, where every product is a one-of-a-kind piece that sells quickly.
PART 2 DESIGN:
Navigation
q The Navigation Bar ensures a seamless browsing experience by providing quick access to essential sections, including:
§ Home
§ My Account
§ Wishlist
§ Cart
q While users have multiple ways to access these areas, the always-visible navigation bar serves as an effortless shortcut, enabling quick navigation without requiring conscious effort.
q Design research showed the importance of easy access to each feature.
PART 2 DESIGN:
“My Account”
q The first accordion menu, "My Account," serves as a central hub for managing their personal information and preferences. To support seamless interaction and user control, the My Account section allows users to:
§ Create an account or sign in
§ Enabling access to rewards
§ View/ update wishlists
§ Manage order history
§ Personalize preferences for personalized content
§ Update passwords
§ Manage personal details
§ Adjust payment methods
q A side-drawer confirmation system has been implemented to notify users of successful updates without departure from their current screen, reinforcing a sense of continuity and efficiency.
PART 2 DESIGN:
“My Orders”
q “My Orders,” provides users with the ability to review & manage:
§ Orders
§ Past purchases (My Archive)
§ Submit product reviews
§ Manage “My Vintage Vault”
q Orders display key details such as the order date, total amount, and order number. When expanded, additional information such as the delivery date and tracking details become available.
q Users also can print receipts and write reviews for specific products in this view.
q Additionally, two secondary features within the “My Orders” section relate to the Vintage Vault. The “My Archive” section allows users to view their past orders that are eligible for resale in the Vintage Vault.
q Finally, this section also includes the settings for the Vintage Vault, allowing users to manage their vault, check the status of their submissions to HOMAGE, and view and update the products currently in their Vintage Vault.
q A future consideration could be to have reviews on its own link within the drop down, so users have a direct link to achieve that goal.
PART 2 DESIGN:
“My Rewards”
q The “My Rewards” section within the application settings is a key feature that enhances the user experience (UX) by offering transparency, accessibility, and motivation.
q Positioned prominently within the app settings as a reward status bar, it is also located at the top of the Dashboard due to its critical role in user engagement, as highlighted in design research. This placement ensures that users can easily view their rewards status, which helps increase retention and fosters a sense of value for their continued use of the app.
q The “My Rewards” section allows users to:
§ Opt In or Out to Reward Program
§ Review their accumulated rewards
§ Redeem their rewards whether through this section or directly during the checkout process
§ See how they earn rewards
PART 2 DESIGN:
“App Settings”
q Application settings within mobile apps play a crucial role in personalizing and enhancing the user experience to tailor it to their shopping habits and needs. App Settings include:
§ Notifications, Security, and Content Preferences
q Based on design research, notifications are helpful but can become intrusive if overused. To address this, users are given the option to control the frequency of notifications, with the ability to adjust push, email, and text notifications for consistency. For those who prefer fewer interruptions, notifications can easily be turned off.
q Content preference settings allow users to select their favorite teams and pop culture choices, offering a customized experience to allow for personalization and recommendations.
q Security is another key aspect, as research revealed that users prioritize safety. An optional fingerprint authentication feature was added, alongside the traditional username and password, to provide users with peace of mind.
Generational Differences:
Gen Z (Age 18-24) vs. Millennials (Age 25-44)
Generation Z
Millennials
FINDINGS
Understanding Gen Z & Millennial Shopping Behaviors
qPurchase more clothing
qPrefer to shop In-Store
qShipping is not as important
qEnjoy gamification in apps for entertainment
qRely on ratings & reviews most
qPrefer to use mobile apps & online shopping
qInsist on shipping & delivery options
qEnjoy gamification in apps to earn rewards
qAppreciate ratings & reviews but do not rely on them
Simplicity & Time Saving Solutions
General
Shopping Needs:
Ratings & Reviews Promotional Offers & Events Exclusive Offers & Product Drops
Shipping & Delivery Options
FINDINGS:
Human-Centered Design (HCD) in the HOMAGE App
q UX Design Principles: Don Norman’s HCD principles guided the app’s development, keeping the user’s needs at the forefront.
q User-Centric Approach: Research-driven designthat was based on surveys and behavioral insights ensures a seamless, intuitive shopping experience.
q Key Feature Prioritization:
§ Search/Filters
§ Order tracking
§ Exclusive drops
§ Wishlists
§ Rewards program
q Emotional Connection Features:
§ Vintage Vault
§ Nostalgic News
§ Trivia
IMPLICATIONS:
q Sustainability & Circular Fashion: The fashion industry has long been focused on increasing sustainability, implementing circular initiatives to prevent clothing from ending up in landfills.
§ The Vintage Vault initiative aligns with the growing trend of second-hand fashion, but with sustainability as a fundamental principle for modern brands, this initiative is poised to transform the fashion landscape by keeping pre-loved styles in circulation. The Vintage Vault within the app, allows customers to buy and sell pre-loved items, keeping fashion in circulation and reducing waste.
q Creating Lasting Connections: The app goes beyond transactions, fostering emotional bonds between users and their purchases through storytelling headlines and engaging trivia.
q Generationally Informed Strategy: Designed for Gen Z & Millennials, addressing their unique shopping habits—Gen Z values in-store experiences, while Millennials prioritize efficiency.
§ This approach implies that businesses must adopt generationally informed strategies to ensure their digital products and services meet the diverse needs of their target audience. By understanding these differences—HOMAGE can offer tailored features that satisfy both generations.
q This app positions HOMAGE as a leader in digital retail by blending emotional engagement, sustainability, and generational insights. The HOMAGE application’s design underscores the importance of understanding user preferences and designing experiences that meet those needs in a seamless, intuitive way.
q Future Enhancements: Personalized marketing, AI-driven style quizzes, fit technology, and flexible shipping options enhance engagement.
§ Future opportunities include leveraging generational insights for targeted marketing and incorporating advanced digital tools to refine the shopping experience. This approach not only fosters brand loyalty but also reshapes the fashion industry’s approach to sustainability and consumer engagement.
CONCLUSIONS:
q In conclusion, the HOMAGE Mobile Shopping Application exemplifies how thoughtful, human-centered design (HCD) can transform the digital shopping experience into a successful, meaningful, and engaging journey.
q By integrating user-centric principles from Peter Morville, the app enhances the HOMAGE brand’s connection with its customers, blending personalized experiences, nostalgic content, and easy navigation.
q The application’s design process—rooted in research, user feedback, and iterative testing—ensures that every feature serves to meet user needs, providing a seamless flow that enhances both usability and emotional engagement.
q Through the innovative use of product storytelling, personalized recommendations, and a focus on increasing demand through the Vintage Vault, the app not only fosters a deeper connection to the HOMAGE brand but also creates a space for users to engage in ways beyond traditional retail experiences.
q By applying HCD principles, HOMAGE has succeeded in bridging the gap between physical and digital retail, offering a platform that enriches the customer journey while driving brand loyalty and revenue growth.
q This approach underscores the importance of aligning design with user insights, creating an application that is as impactful as it is user-friendly.
QUESTIONS or COMMENTS?
NOTES:
