Overview
Bijou is a specialized aggregator that compiles listings from various secondhand marketplace platforms, with a primary focus on clothing items. As the sole designer leading a final project at Flatiron School, I undertook a comprehensive design initiative for Bijou.
Timeline
2 weeks
Tools
Figma
Deliverables
High-fidelity interactive prototype, User personas, Wireframes, Visual design, Style tile, Information architecture, User flows, Usability testing reports, User interface (UI) components and assets
Challenge
Users who frequently shop for secondhand products on major online platforms such as Ebay, Depop, and Poshmark face difficulties in searching and comparing listings, especially for items like clothing, bags, and accessories. This poses a challenge in enhancing the user experience for those seeking to buy secondhand products.
Objective
Utilize user insights and industry research to create an aggregator tool that addresses a personal pain point and connects buyers and sellers in the secondhand fashion marketplace, enhancing reliability and speed of finding desired clothing items.
Timeline & Methodology
Sprint 1 - Discovery and User Understanding:
Conducting Competitive Research
Developing User Personas
Creating Task Flow Diagrams
Executing User Testing
Sprint 2 - Design and Prototyping:
Crafting a Distinctive Style Tile
Developing an Interactive High-Fidelity Prototype
Transitioning from Low to Mid-Fidelity Prototyping
Conducting User Testing on the Prototypes
Implementing Microinteractions for Enhanced User Experience
Competitive Analysis
Within the realm of secondhand shopping, there exists a multitude of standalone platforms and applications, each with its own user community and operating framework. As a user myself, I encountered the challenge of navigating these disparate sources and their numerous product listings when seeking a particular item.
Following a comprehensive exploration of the competitive landscape and domain-specific research, I began contemplating the potential for a dedicated aggregator tailored exclusively to secondhand clothing. This contemplation was driven by the recognition of the substantial opportunity to alleviate the pain point I and many others experienced in the process.
Persona
The secondhand marketplace is poised for significant growth, projected to reach $82 billion by 2026. Notably, Gen-Z and Millennial consumers are expected to represent a substantial 62% of the secondhand shopper demographic. Furthermore, an impressive 46% of these consumers actively assess the potential resale value of items before making a purchase, reflecting their inclination towards considering purchases as investments.
This persona is the outcome of a comprehensive research effort dedicated to understanding the nuances and preferences of our target audience. The persona presented above encapsulates the prevailing attitudes and trends characteristic of a typical user, offering valuable insights for our design and strategic decision-making processes.
Task Flow Development
The existing approach to locating a particular secondhand item necessitates a labor-intensive process, involving manual searches and sifting through numerous sites, platforms, and applications. The diagram displayed above serves as a guided representation, highlighting the typical user journey while meticulously identifying areas of concern in the overall user experience.
Early Prototyping
In the early stages of our design process, our initial diagram outlined several key features and interactions. At this point, our primary objectives were to create a user-friendly and engaging platform while maintaining a strong focus on user trust and data accuracy.
Mandatory Onboarding: The first component of the initial diagram was mandatory onboarding. We believed that requiring users to create an account before they could access the platform would help us gather valuable user data and potentially improve user engagement in the long term. This step was seen as a way to establish a more personalized experience for our users.
Wishlist Functionality: We also included a feature that allowed users to add items to their wishlist. This feature was intended to enhance user engagement and help users keep track of items they were interested in. By enabling users to curate a wishlist, we aimed to provide them with a convenient way to organize and revisit their desired listings.
Reporting Inaccurate or Inappropriate Listings: User trust and safety were paramount to our design considerations. Therefore, we incorporated an option for users to report inaccurate or inappropriate listings. This feature was a crucial part of our effort to maintain the integrity of our platform by empowering users to flag problematic content. It also demonstrated our commitment to ensuring a positive user experience.
User Testing
Initially, we presented listed results in the form of image icons, with the assumption that it would encourage users to click through for more details. However, this approach proved to be cumbersome and confusing for some test users. Consequently, we implemented changes to include item details directly within each listing.
Regarding the onboarding process, our initial strategy aimed to acquire as many users as possible by prompting them to sign up before making a purchase. However, this approach turned out to be counterproductive and impeded our objectives. Therefore, we revised the process by eliminating mandatory sign-up before purchase and instead offered it as an option for users who wished to save items or create wishlists, streamlining the user experience.
As the design process progressed, we conducted user testing and collected feedback from our target audience. This feedback revealed several key insights:
User Frustration: Mandatory onboarding was a source of frustration for many users. It added an unnecessary barrier to entry and detracted from the overall user experience.
Desire for Flexibility: Users expressed a desire for more flexibility in their interactions with the platform. They wanted the option to explore and potentially make a purchase without the immediate need to create an account.
Positive Response to Wishlist: The wishlist feature received positive feedback. Users appreciated the ability to curate their selections and easily revisit items of interest.
Validation of Reporting Feature: Users found the option to report inaccurate or inappropriate listings reassuring. It reinforced their confidence in the platform's commitment to user safety and data accuracy.
Style Tile
The design process for this project was an intricate journey characterized by a meticulous exploration of 10 distinct style tiles. Each style tile represented a unique design direction, and our aim was to identify the most fitting concept to guide our visual identity. Throughout this creative exploration, we had three key design principles in mind: luminosity, whimsy, and approachability.
In our pursuit of the perfect style tile, we drew inspiration from the world of art, particularly Edward Hopper's renowned paintings. Among his masterpieces, "Morning Sun" stood out for its captivating depiction of cool blue light. This specific painting became a pivotal reference point for our design inspiration.
The primary objective guiding our design choices was to elicit a profound sense of tranquility and serenity in our users. To achieve this, we carefully curated a color palette dominated by calming blues and greens. These hues were carefully chosen to evoke feelings reminiscent of the glistening allure found in precious gemstones.
This design direction aimed to encapsulate the essence of calm and coolness, with the intention of resonating deeply with our audience. It was our belief that by infusing our product with this subtle radiance and a soothing color palette, we could create an environment that not only captured attention but also provided a sense of comfort and visual delight to our users.
Finalized Task Flow
I finalized a task flow diagram that aligns with the mental model of our target users. The ultimate objective of this flow is to enable users to seamlessly secure and purchase their desired item without the imposition of mandatory user sign-up, ensuring a frictionless experience.
Based on user insights, we iterated on our design, making the following adjustments:
We removed the requirement for mandatory onboarding before users could access the platform, offering a guest browsing option to enhance user flexibility and reduce friction.
We retained the wishlist functionality as it resonated positively with users and contributed to a more personalized experience.
We refined the reporting feature, ensuring that it remained easily accessible and user-friendly, underscoring our commitment to maintaining a trustworthy platform.
These adjustments in our design process reflect our dedication to user-centered design and our ongoing efforts to create an optimal user experience that aligns with user preferences and expectations.
Interactive Prototype
In response to user testing feedback, we implemented a modal wall that appears when a user attempts to "heart" an item to add it to their wishlist. This modification was made to encourage sign-up while allowing users to explore the platform without mandatory registration at the outset.
Additionally, to enhance the user experience, I opted to incorporate a floating pill for filter and sorting options. This design choice ensures convenient and readily accessible controls, streamlining the process of refining and organizing item listings.
Reflections
In the upcoming phases, my plan is to:
Collaborate with an engineering team to develop a beta version.
Extend user research efforts for deeper insights.
Reassess feature prioritization.
Refine the information architecture as needed.
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