Project Overview
UX Research and App Design
AE Dressing Room is a mobile application designed to enhance the online clothing shopping experience for American Eagle customers. The app uses advanced technology to provide accurate sizing recommendations and leverages community feedback to help users make confident purchase decisions.
Project Details
IProject Type: App Design
Role: Team Lead – UX Designer & Researcher
Tools Used: Axure RP, Bal, User Surveys, Usability Testing
Timeline: 2 Months
Team: 3 Designers/Researchers
Problem Statement
Online clothing shoppers face significant challenges with sizing inaccuracies and uncertainty about garment fit, leading to high return rates and customer dissatisfaction.
Goals
- Develop a body scanning feature for accurate measurements and sizing recommendations
- Implement a community-driven review system to provide real-world fit information
- Create an intuitive and engaging user experience that boosts customer confidence in online purchases
Target Audience
Age: 16-60 Tech Skills: Comfortable with smartphones, familiar with online shopping Demographic: Fashion-forward individuals who prefer online shopping for convenience
User Research
We conducted comprehensive user surveys and interviews to understand the pain points of online clothing shopping. Key findings included:
- 79% of users experienced sizing issues when purchasing clothes online
- Users heavily relied on customer reviews to understand fit and feel
- Many expressed a desire for more accurate and personalized sizing recommendations
Personas
Kevin, 22 years old: A busy college student who needs quick and accurate sizing information without visiting a store.
Angela, 56 years old: Shopping for her daughter, Angela wants guidance on sizing based on measurements she already has.
Design Process
1. User Flow and Wireframes
- Designed a straightforward user flow from profile creation to purchase
- Created initial wireframes for key features like body scanning and community reviews
2. Prototype Development
- Developed a high-fidelity prototype focusing on:
- Body scanning for measurements
- Personalized clothing recommendations
- Community review integration
- Easy-to-use size guide
3. Visual Design
- Implemented a clean, modern interface aligning with American Eagle’s brand aesthetic
- Used a color palette that conveys trust and style
4. Usability Testing
- Conducted usability testing with ten participants from the target demographic
- Gathered feedback on the body scanning process, community reviews, and overall user experience
5. Iteration and Refinement
- Improved the body scanning interface with clearer instructions and visual guides
- Enhanced the community review feature with filters for body type and fit preference
- Refined the personalized recommendations algorithm based on user feedback
Key Features
Body Scanning Technology: Uses smartphone camera to capture accurate body measurements
Personalized Size Recommendations: Suggests ideal sizes based on individual measurements and brand-specific sizing
Community Fit Reviews: “What Others Are Wearing” feature provides user-generated fit feedback
Virtual Fitting Room: Allows users to visualize how clothes might fit on their body type
Size Comparison Tool: Compares sizes across different brands for consistent shopping.
Outcome and Learnings
AE Dressing Room successfully addressed the main challenges of online clothing shopping:
- Challenges: Developing an accurate and user-friendly body scanning system required multiple iterations and extensive testing.
- Successes: Users reported increased confidence in their purchases, and the community review feature was particularly well-received.
Next Steps
- Integrate AR technology for a more immersive virtual try-on experience.
- Expand the community feature to include user-generated styling tips and outfit combinations.
- Develop a web version to complement the mobile app.
Conclusion
AE Dressing Room demonstrates how innovative technology and community-driven features can significantly improve the online shopping experience. By providing accurate sizing recommendations and real-world fit information, the app increases customer confidence and satisfaction, potentially reducing return rates and enhancing brand loyalty.
Empathetic UX Designer | Crafting Inclusive Digital Experiences That Drive Meaningful Impact
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