A UI/UX Case Study
Role: UX Researcher, UI/UX Designer
Platform: Mobile
Timeline: Nov 2024
Design Process
I followed the 5 stage design thinking model which is a user centered, iterative problem solving approach. The stages of this design thinking model are as follows:
1.Empathize 2.Define. 3. Ideate. 4.Prototype. 5.Test
Figma
Lottie
Lucidchart
About
Problem statement
People are not motivated to donate clothes due to the cumbersome donation process and end up discarding thier clothes contributing to waste and missed opportunity for community support
Solution
Collaborate with a major fashion brand by putting forth the benefits of donating clothes and providing an in app feature that makes it easy for users to donate clothes and also provide incentives that increase users to the fashion brand.
Research
One-on-One Interviews were conducted with 8 participants all of whom were between the age range of 18 - 50 and split evenly between the genders.
Interview Objectives
Interview question topics
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Understand user mindset on sustainability
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Identify Motivatirs and expected incentives
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Map out an ideal donation process
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Find out potential barriers
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Evaluate User trust and transperancy needs
Users were questioned on:
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Their comfort level with technology and apps
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Their buying and donation habits.
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Their views on environment and charity
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Their experience with reward systems.
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Their current impression of the donation process
User Personas
Based on the research conducted, user personas were created. One of them is shown below
Competitive Audits
Pros
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Wide range of brands and exclusive collections
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Strong customer loyalty programs
Cons
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Price premium
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Delivery delays
Myntra
Pros
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Massive inventory
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Prime membership benefits
Amazon
Cons
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Limited fashion expertise
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Counterfeit concerns
A competitive audit was conducted with the main focus on the Myntra, Flipkart, Amazon and Uniqlo brands. The goal of the audit was to compare the overall functionality and the effects donation promotions have had on brand image.
Flipkart
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Large product assortment
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Competitive pricing
Pros
Cons
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Less focus on fashion
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Customer service issues
Pros
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Affordable basics with high quality fabrics
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Strong sustainability efforts
Uniqlo
Cons
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Limited trend-focused options
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Fast fashion issues
Information Architecture
User Flow
Early sketches and wireframes
Design System
The donation feature is integrated into the AJIO app, maintaining its design system for consistency while incorporating new elements that reflect the donation theme and environment.
TYPOGRAPHY
COLOUR PALETTE
ICONOGRAPHY
Heading 1
#000000
Roboto, 41px
Heading 2
#435F74
Roboto, 24px
Heading 3
#06402B
Roboto, 18px
Paragraph 1
#2F971A
Roboto, 16px
#E4FFE5
BUTTON
Paragraph 2
Roboto, 12px
#DAA775
Mockups
Prototype
© 2024 by Chirag Rajesh Mukkatira
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