Keeping you Ahead of the Fashion Curve

Led a comprehensive design audit that resulted in significant improvements to user experience, increasing usability, engagement, and overall satisfaction for a fashion app.

 

 

Setting the Goals

The goals of the design audit were centered around both improving user experience and aligning the product with the business objectives of the fashion industry. After discussions with the stakeholders, we decided on the following three primary goals for the audit exercise to ensure a quick turnaround time for both - review and implementation of the recomendations.

Usability and User Experience
Identify pain points that make navigation or interactions challenging for users and simplify them pleasent user experience.
User-Centered Design Gaps
Create personas based on user research to better understand user motivations, behaviors, and needs and aligning features to those needs.
Visual and Interaction Design
Offering a cohesive and visually and aesthetically appealing interface to create a more satisfying and enjoyable user experience.

Uncovering User Insights Through Research

I conducted user interviews and created detailed personas, addressing the lack of user study and challenging assumptions made by the original design team. This research-driven approach allowed me to assess the application from the users' perspective, uncovering key design flaws and areas for improvement

For each section, we began by identifying our specific user groups. To deeply understand their needs, we conducted user interviews, uncovering insights that helped us shape a clear and concise user need statement. This user-centered approach became the foundation for creating detailed user flows and journey maps, ensuring that every interaction and experience was designed to meet their expectations.

User insights

Navigation Challenges
Users reported difficulty in navigating through categories, filtering options, or finding specific products.
Personalization Expectations
Users wanted more personalized product recommendations based on their style preferences and past purchases.
Identity and Self-Expression
Fashion often serves as a means of self-expression, and users wanted to define how they want the app to help them curate and refine their personal style.
Visual Aesthetics and Branding
Users wanted a more trendy, visually striking interface that is minimalism and has clarity.
Typography and Readability
Almost all user complained about readability. They found the text to be not readable in multiplae places.

Creating a User Journey Map to Uncover Design Flaws

The purpose of this user journey map was to illustrate how designing an application without a deep understanding of user needs can lead to flawed decisions that negatively impact the user experience. In this case, the original design team made assumptions about user behavior, leading to gaps in usability, navigation, and overall satisfaction.

This user journey map was unique in that it included not only what currently happens during a user's interaction with the app, but also what could potentially happen if certain improvements were implemented. By mapping out Sophia's journey — from discovering the app to making a purchase and sharing her experience — we were able to identify critical pain points and opportunities to enhance the user experience.

Additionally, this map served as a template for the design team, enabling them to create similar journey maps for other personas. This ensured that every role and user segment was thoroughly understood, allowing for better-informed design decisions that aligned with the users' needs and the app’s business goals.

Comprehensive Review and Strategic Recommendations

As part of my design audit, I delivered a comprehensive review document that highlighted key issues across visual design, branding, aesthetics, and user experience. Each issue was carefully evaluated and categorized by high, medium, or low impact, enabling the team to prioritize their work based on the severity and potential impact on the user experience.

In addition to documenting the issues, I provided clear, actionable recommendations for each problem. These recommendations were thoroughly explained to stakeholders to ensure there was no room for misinterpretation or confusion regarding their importance. I worked closely with the team, guiding them through each point and addressing any questions to guarantee a full understanding of how each recommendation would influence the app's overall design and functionality.

Only once I was confident that the team and stakeholders fully grasped the implications and next steps did I complete my involvement in the project. This ensured a smooth handoff and empowered the team to move forward confidently with the recommended improvements.

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Design is the silent ambassador of your brand