Nifty Mobile App UX Solution Walkthrough

CURRENT EXPERIENCE JOURNEY MAP WHY WOULD NIFTY WORK USER FLOW SCENARIOS & LOW FI WALKTHROUGH HIGH FI PREVIEW

Your Visual Guide for Garments, Collect & Shop, All in One Place

WHY WOULD NIFTY WORK

Opportunity, problem, and goal of the product

Opportunity

A lot to fill in for the online shopping space in the trillion dollor market size

Fashion is a ~1.2 trillion dollar market (source: ethicalfasionforumn, 2015). Clothing & footwear one of the largest categories in online sales, and expected to continue high growth rate over next 5 years. (Conlumino 2014)

Problem

Why people would not use the app?

[Online V.S. Offline] People live in the physical world, and it's also way easier to feel the texture/look/fit of a garment in physical stores, instead of exploring & shopping apparel online. Also, without directly engaging with the clothing physically, the purchase awareness is often a very vague direction.

[One-time Use V.S. Long-time Use] How frequent will clothing customers convert to purchase very impulsively from just seeing some garment in the real life? Most people I met in real life do not buy clothes from online very often just by seeing it in the real world. For me, I may have just 4 or 5 times per year for that impulse. Plus, that most likely happens when I am shopping in the mall; and if already in-store, I can make purchase decision by checking fit & texture right away, why still bother buying from online then?

In a word, if the app just solve for a rare situation in real life like above, it will be hard to retain customers to continue engaging with it throughout the year.

[Accuracy V.S. Trust] Data input of what was seen from real life is a little hard to organize & express to online search engines, thus the results of matching might be disappointing, too.

[Longer Purchase Flow V.S. Shorter] Online conversion goes a longer way without supporting/advisory services in-store, especially shorter in-store if you shop with a friend, whose taste and advices you can rely on to make purchase selections.

Goal of Product

What would make people want to use the app without the hassle above?

[Online V.S. Offline] [One-time Use V.S. Long-time Use] [Accuracy V.S. Trust] [Longer Purchase Flow V.S. Shorter]

#1 Provide visuals to help funnel down the exploration & clarify purchase awareness

#2 Save inspirations along the way to help long-term needs, and help style match to strengthen purchase will

#3 Improve data quality by allowing 360° photo shooting with flexible re-formulations

#4 Shorten purchase flow, by alleviating customer pain points from Experience Map

SCENARIOS & LOW FI WALKTHROUGH

Proposed UX

Articulate Visual Memory

Scenario 1

Jessie

Jessie is a 22-year-old girl in college, and she wants to shop for her date this coming Friday night. She's a little nervous about what to wear for this 2nd date and want to impress her date, but not too excessive. She is having a night out with one of her school colleagues, Laura, and likes a lot Laura's beautiful blouse, especially some very cool details like the lace and sleeve folds. She thinks it can be a perfect fit for her date coming soon.

Jessie wants to have that blouse by Wednesday night, and ship to her home at 1024 2nd Ave N.

Collect Inspirations to Strengthen Purchase Will

Scenario 2

Catherine

Catherine is a 29-year-old office lady, and she recently travels with her colleagues from work in a business trip. During the trip, she noticed two of her friends from work have something she really likes: a piece of necklace jewelry from Francis, and a light-weighted blouse from Erica.

Catherine feels excited: she's been trying to buy new clothes since last month. The necklace and some light-weighted tops seem like a good idea to shop for something new & young-looking for herself. She wants to capture that idea and find them online later, as she's now in the trip.