YesStyle
TIMELINE
4 weeks
INDUSTRY
Fashion
PROJECT TYPE
Capstone, UX/UI Design
ROLE
UX Researcher, UX/UI Designer, Prototype Testing
TOOL(S) USED
Figma, Zoom
This is a case study project for DesignLab UX Academy.
YesStyle, a Hong Kong-based online retailer founded in 2006, specializes in affordable Asian fashion, beauty, and lifestyle products, and global accessibility.
Background
YesStyle's review section lacks consistent and accessible size information, making it challenging for customers to determine the best fit, prompting efforts to enhance this feature for a better shopping process.
Problem
YesStyle will enhance its review section with a structured size system, enabling customers to compare measurements easily for informed purchases.
Goal
Product reviews will include "size purchased" and optional personal measurements, with users prompted to complete a form if they choose to share body details alongside their reviews.
Solution
RESEARCH
Competitive Analysis
Why are users more engaged on certain review platforms compared to others?
How many filtering options are available on their platform?
How does the platform encourage users to leave detailed and helpful reviews?
Offers visual feedback, community engagement, and a helpful voting system but faces challenges with inconsistent quality and a lack of structured size and fit information.
Shein
Offers comprehensive reviews with filtering options and detailed feedback, but the overwhelming volume and varying quality can make it challenging for users to find trustworthy and relevant information.
Amazon
Fosters an inclusive community with styling tips and fit information, but a lower review volume and potential bias may limit the diversity and authenticity of feedback.
ModCloth
High-quality reviews and include photos and fit details, but new products may have fewer reviews, and the lack of standardized measurements can create ambiguity.
Lulus
Insight
Finding the right balance between too few and too many filters is essential.
Identifying the key features that users find most valuable is important.
User Interviews
To have a better understanding of user needs and goals, I interviewed 7 participants who use frequently uses YesStyle with these questions in mind:
How do product reviews influence their purchase decisions?
What do they usually look for in a fashion product review?
What aspects of YesStyle reviews do you find most helpful (e.g., size info, photos)?
“It's hard to sift through so many reviews, especially when searching for ones that match your size—it’s time-consuming.“
~ Participant when asked about the challenges of finding relevant reviews
Insights
Many participants trust products with a larger number of reviews over those with high ratings but few reviews.
Participants find it time-consuming to manually search for reviews that match their size.
Participants are frustrated by superficial reviews that lack detailed information about the product.
Participants value reviews that include personal experiences and specific details, as they help them better understand the product's fit and quality.
DEFINE
Personas
Frequent Shopper
GOALS
Prefers reviews with photos, videos, and details like measurements and skin type for better fit.
Values filters to sort reviews by size, color, and relevance.
Seeks organized, trustworthy review sections for informed purchases.
FRUSTRATIONS
Finds some YesStyle reviews vague, especially without photos.
Wants better filtering options for size, color, and review recency.
Notices inconsistencies between product descriptions and reviews.
Causal Explorer
GOALS
Seeks durable, high-quality clothing for long-term value.
Aims to streamline shopping by selecting high-rated items quickly.
Needs clear, simple info like ratings and sales to make confident decisions.
FRUSTRATIONS
Struggles to sift through products with varying ratings to find the best options.
Frustrated by vague reviews on high-rated items, making it hard to assess fit and quality.
Encounters contradictions between product descriptions and actual items, causing uncertainty.
How might we simplify review filtering to help users quickly assess relevance and fit, reducing fatigue and boosting purchase confidence?
Feature Set
Review Filters
Effortlessly navigate reviews by filtering by star rating, size, and body measurements.
Personal Fit Profile
Enter your body measurements to customize your review filtering experience.
Personalized Review Section
The review section will automatically filter based on your information from the Personal Fit Profile.
User Flows
Key
Personal Fit Profile
Completing the Personal Fit Profile after Sign Up.
Review Filter
Make a Review
Using the sizing filter after finding a dress.
Create a review with additional sections to provide more detailed insights into the product and user experiences.
CREATE
Fit Match Icon
I designed a new icon, the “Fit Match Icon”, to highlight reviews that align with the user’s body proportions. The design was inspired by Leonardo da Vinci’s “Vitruvian Man” and the “Scan Code” icon.
Previous Draft
Final Design
Review Product pt.2
Review Product pt.3
The icon evolved from a layered design to a single figure for better visibility, as too much detail would be less effective in the smaller size.
Low-Fi Wireframes
Created low fidelity wireframes based on the architecture and user flows for initial testing.
Review Preview
Personal Fit Profile
Review Product pt.1
Reviews Page
High-Fi Wireframes
Changes were made to the wireframes based on initial prototype testing with 8 participants, and feedback from mentor and peers.
Personal Fit Profile
Added "help" buttons to guide users on how to measure different body parts and introduced the Fit Match Icon to familiarize them with its function early on.
Review Preview
Added a Fit Match summary, along with a reminder of what the Fit Match Icon represents.
Reviews Page
Made the Fit Match Icon clickable, allowing users to view more details about the user's body measurements.
Write a Review
Increased the spacing between the questions to create more breathing room.
TEST
Usability Testing
After incorporating feedback into my high fidelity prototype, I conducted usability testing with 6 participants to evaluate the design changes.
What Worked
The help (?) icons alongside the measurement guide were useful, and the clickable Fit Match icon, offering additional information, was well-received.
Fit Match Icon
The summary components were easy to digest, with color coding and icons enhancing clarity.
Review Preview
Priority Revisions
Personal Fit Profile
Added an explanation pop-up for how to measure correctly.
Added an option for body measurements to be public or private.
Added explanations for each measurement to ensure accurate measuring and an option to set body measurements as public or private.
FINAL DESIGN
Task 1: Personal Fit Profile
Task 2: Navigating Reviews Page
Task 3: Write a Review
REFLECTION
Adding a feature to an already existing product has been a new experience. While there are obvious restrictions, there’s also plenty to work with and room for improvement, no matter how "finished" the product seems. This project has been fun in its own way. Designing the Fit Match icon felt similar to creating a logo, and I learned that simplicity is key, especially for small icons with big responsibilities that need to be instantly recognizable. Ultimately, this experience has shown me the importance of refining details to create a more user-friendly and efficient product.
Takeaways
Now that I've learned how to add features to enhance user experience, I’m excited to explore and identify other products to improve. I've never worked on a game before, so that might be an interesting area to dive into next.
Next Steps
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