Horizontal Fashion is the local fashion retailer. This app is proposed to expand the bussiness and attract online customers.

While the sales of online stores have been growing year or year, the sales from online channels have been on the decline. It is principal because customer’s do not get to try the products before purchase (to check the fabric, the fit and the overall look) and hence are reluctant to buy stuff online.

Role: Product Designer, User Researcher, Visual Designer.

Duration: 2 months

The flowchart below outlines the core stages of my design process in this project. I chose to take an iterative approach, testing and improving the design throughout..

To thoroughly investigate the problem space of online shopping, I conducted observations in stores and online for fashion brands and other competitors. And then I conducted interviews based on topic maps.

After setting user interviews and understanding user need I set a goal before moving forward.

First, I created a provisional persona for a typical user based on online research and the base of users within my friends and family. This persona was created with assumptions and not fully research-based, but it was something that I came back to throughout my project to guide my design decisions and priorities. (If this was a bigger project I would want to validate with more user interviews).

This app shows the limited customer set of products (approx. 150), Customer can get these products on the same day for trial (less than 2 hours). The customer has to just pay a nominal fee of ‎(Ex $2)product when placing order.

Customer will have 30 minutes to try all the products while the delivery guy waits.

In case the customer chooses to buy a product (let’s assume the selling price is $30), the trial fee is waived off and adjusted in the cost of the product. The customer can then pay the changed amount ($28) online on the app or via cash to the delivery guy. The rejected items will return to the delivery guy.

To understand more, I made a quick process map — focusing more on the order part and less on the User navigation while exploring .

I picked some standard color and font for my design. The colors are picked carefully to match the flat aesthetic of the App design.