Avenue A new way to experience shopping
Av . e . nue noun 2. a way of approaching a problem or making progress toward something.
Table of contents -
introduction initial ideas town watching cultural probes interviews google form affinity diagram 5 whys how might we
-
personas user journey user senarios logo ideas final logo mockups
- app creation - final app - final video
Maddie Daley
Clara Asumadu
Fashion marketing and management junior
User experience sophomore
Initial Ideas // Brainstorming
Deliverables:
Foot Traffic - How busy is the store? - how many sales associates are in the store? - do they work on commission?
- Create powerpoint with all information and data collected - Create Flinto app to demonstrate to class or adobe XD.
new way of retail app
Prior research: - Daily sales of that specific store - How busy that area of town is - How the clothing fits at that store.
Sizing -knowing your size in every article of clothing - do all brands fit the same - what is your personal style?
Navigation - how to get around a store - how do you know where everything is when seasons change?
Data to collect: - Exact time of day - How many sales associates - workers work on commission?
statistics
- fashion/ clothing is an evergrowing industry that is always in the top tiers of product sold in the world.
- The new transparancey of the fast fashion industry has led to the decline of it. Having a label that states “handmade” or “made by ‘person’ “ makes people feel better than “made in china”. Knowing the working conditions people are in over seas.
Town Watching // Field Research
Midday - Approximately 6 people in store - Age Range: 16-25 - Gender Ratio: M/F: 1:1 - People looked lost, were wandering- no help being offered - Fitting room: - One girl tried on 3 different sizes of one clothing item - Another simply couldn’t fit into dress in her size range I tried on 3 different sizes of three different dresses Design of store is fluid- user friendly but cluttered
Midday - 2 people in store - Age Range: 19-25 - Gender Ratio: M/F: 1:2 - Because there weren’t many people, SAs were actively talking with customers. - SA’s also knowledgeable about size - No structured design
Midday - Approximately 10 people in store - Age Range: 2-60 - Mostly families in stores - There were employees around folding etc - Answered questions, offered help - Because of ease of experience, people walked in and out - SAs were slow but people seemed fine waiting - SA’s knowledgeable about sizing No design structure
12:28PM - 3 people shopping - Age: 18-30 - 4 sales associates - Gender Ratio: 2:1 female - People just were wandering around- nothing in hand and receiving no help - Design of store: bad- not easy to navigate, nothing organized. - Tables blocking the paths of the store.
12:45PM - 1 sales associate - No one in store - No gender ratio - Age is usually 16-30 - Behavior of sales associate- obvious she didn’t want to be there or help - Design of store: Straightforward store. Easy to navigate
1:00PM - 10 Sales associates - 20-30 people in both the 2 part store - Gender Ratio: All female. - Age VS: 20-50 - Age Pink: 16-30 - People quickly finding sizes- most being rushed by husbands/ BFs outside - Men feel uncomfortable in store - Design of store: laid out well, easy to move around- sales associates help you out a lot.
Cultural probes
Interviews
Interview Questions: -
Tell me about yourself What would be your ideal experience in this place? What are you at the mall for? Why do you like/dislike shopping? Do you go straight to your destination or do go to other stores 1st? How do you think your overall experience can be improved?
google form
affinity diagrams
the 5 ‘whys’
1. What is the main concern of customers? - Customer service, sizing 2. Why are those the issues? - Every store differs, employees have no desire to help or no passion for their brand. 3. Why do sizes differ?//Why don’t employees care? - There's no true standard for sizing across America -sales associates aren't picked based on their true passion for the brand especially in big name stores -they are also overworked and aren't paid enough 4. Why does America not have a standard sizing/Why are sales associates not enthused by their brand? -America attempted to standardize women’s clothing in the 1940s but failed -manufactures ended up creating their own separate standards for sizing https://www.washingtonpost.com/news/wonk/wp/2015/08/11/the-absurdity-of-womensclothing-sizes-in-one-chart/?utm_term=.e00164b46c54 -brands simply hire sales associates to perform tasks like checkout and organizing store -sales associates don’t need passion to perform these mundane tasks 5. Why did America fail in standardizing sizing?Why do brands hire sales associates for those mundane tasks -everyone has a different body type which makes it hard to sample people for standard sizing. -you can easily train employees to perform such mundane tasks, they don’t need passion to do such tasks.
how might we
(H)ow (M)ight (W)e How might we make sizing more standardized? -because everyone's body is different, this is hard to do -this can be solved by consistency in standardized sizing for each clothing article -use one factory in the U.S with consistent sizing to manufacture clothing How might we ensure sales associates are willing to help? -hire a few people dedicated to the brand and have other mundane tasks be performed with computers -Those few sales associates will be stylists, can answer questions, greet people etc. -We can also simply eliminate the need for humans in the actual store and have everything automated.
• • • • •
How How How How How
might might might might might
we we we we we
provide more options for men combine digital and physical platform seamlessly and generate profit from both? organize the store make navigating the store easier make checkout/returns faster
personas
user journey
user senarios
Conclusions: -
Zero human interaction Successful use of all technology Left completely satisfied Return customer? YES
Conclusions: -
a lot of human interaction personally measured to fit changing pregnant body scanning item of interest instead of having to try on interactive mirrors checks out with actual person (Sales associate Return customer? yes!)
user testing
Task 1: You’ve saved items in your cart in Avenue online and you now want to buy those items. You decide to download the app on your phone. Log in, and purchase your item.
Participant: Kennedy
“It was very simple and minimalistic�
The cart was placed in a familiar placeeasy to access
The home page gave an accurate impression of the store
Loved the simplicity of the layout and the ease of use
Task 2: You ďŹ nally sign up while in the store,and your email syncs your size and pay info since you’ve shopped here before. You decide to shop alone and purchase something with the app. You also decide to try the mirror feature since you see others doing so.
Participant: Fatimah
“It was a step by step process so it was easy to use”
PROBLEM the description for the mirror feature was long -user didn’t read it first -user assumed it was under “view my avatar” -user also didn’t read info about her size
IMPROVEMENT description for mirror feature shortened -“view my avatar” moved to size area since it is related to sizing -info about size left there for users who would want to read it.
Loved the design of store and the interactive mirror feature where you get to see yourself in any clothing item
Task 3 : You hear about Avenue at home and decide to download the app ad sign up and create a profile. You decide to go to the store for a fitting so you find the store near you and get directions through the app.
Participant: Logan
“I enjoyed how everything was laid out but there were sometimes where I couldn’t click on what I thought I was supposed to click on.”
PROBLEM User wanted to press the white arrows on blow circle even though it wasn’t programmable
IMPROVEMENT -Arrow is now click-able and bigger -you don’t need to save directions anyway -your store is already saved
Loved the layout and colors
Task 4 : You decide to shop in store with a stylist. This is your ďŹ rst time downloading the app so you log in, shop with stylist and decide to buy 2 of her choices and remove one.
Participant: Morgan
“I like all the features you have and how I can just sit back and relax while my shopping experience is ‘taken care of’ by a stylist.”
PROBLEM The buttons are all different.
IMPROVEMENT Similarity of buttons on home looks better
Loved the logo, font, layout, simplicity.
PROBLEM: Too much negatice space after log in information
IMPROVEMENT: The home page gave an accurate impression of the store
PROBLEM: -user wasn’t sure what to type -being able to get help with something broad instead of just a clothing item will be helpful to customer
IMPROVEMENT -giving the user an idea of what type will guide them better -users has more freedom to ask for help with anything.
PROBLEM: - the two different sizes of the type “HI ALEX” didn’t look right
IMPROVEMENT “HI ALEX” is the same font size -it looks better and still holds its purpose
PROBLEM: -no button for paypal
IMPROVEMENT Pay-pal added as another method of payment
final logo
AVENUE MADE IN AMERICA
mockups
app inspiration
AirBnb aesthetics
App Location: Bottom left Why are we drawn to it?: The simplicity of the design and color choice.
clean // simple // easy Profile
first thing you see when you open the app is your profile which has an ‘invite friends’ button that inspired what we want to do with our app.
discounts
When we clicked on the ‘invite friends’ button there was a discount that you recieve if you invite people, a feature that a lot of apps have. Like
EXPLORE
Hitting the ‘explore’ tab on the bottom led to a view of all the homes that would be in my interest all over the world, very simply laid out.
filters
This feature allows you to pick your price/ budget and also the specificities like a private home or a private room.
map
You can pick certain houses/ rooms on a map. This is an amazing feature for visual people.
favorites
Being able to save your dream locations or potential stay places is something we are going to incorperate into our clothing brand.
app conclusions: Drawing from AIRBNB we are going to take some of their features and spin them into something that would work for a fashion brand. There will be: - a simple app design ***a gray button with white graphics of our skyline logo*** - You sign up for the app through facebook or create an account and start to create your profile with name, background info and avatar. - When you invite people on FB or share a post you get a coupon or a deal next time you shop online or in store at avenue. - exploration of the virtual store will be simple and super easy to navigate. - You can filter price and budget your entire shopping trip onlineor in store. This feature will also allow you to know if the item you want is in stock in store or online. - navigation will be a map of the store and it will tell you where every item is in store and also will help you pair items/. - THe saved articles of clothing can be added to a wishlist or they can be catagorized as things you are going to buy. It will be treated like pinterest in a sense that you can make your own categories.
final app
final video
https://www.youtube.com/watch?v=ngneNUXeyJA
thank you!