Project Background
Mirror is a clothing company that is based in physical shops around the world. With over 400 stores in 32 companies, their selection is quite varied and they have a myriad of options for customers to choose from. They pride themselves in their affordable, high quality, and diverse selection of clothing.
Problem: Mirror has lacked an online presence and wanted to make a push toward e-commerce. A major issue they want to solve is to sell merchandise that was stagnant in their warehouses, and they believed that online shopping could help move these pieces of clothing. Additionally, they wanted an update to their outdated logo to keep up with their brand identity which was modern, fresh, neutral, and clean.
Competitive Analysis
User Interview Conclusions
User Interviews: I recruited 3 of my colleagues so that I could interview them about their online and in-person shopping habits. They were all aged 22, with only one of them being a frequent shopper while the other two were more casual shoppers.
Goals:
- Having a convenient shopping experience from the comfort of their homes.
- Getting to browse the largest selection of clothing they can find, while being able to filter out things they do not want.
Needs:
- Guarantee that the clothes will fit upon arrival
- Being sure that the item they are looking at is in stock and available for purchase.
- Include good images of the product they are looking at.
User Persona and Empathy Map
Based off of my user interviews, I created a user persona to fit the wants and needs of the users that would be using a website like Mirror.
Additionally, I made a user empathy map to become more familiar with the persona I would be designing for.
Card Sorting and Similarity Matrix
8 participants did a cart sorting exercise with different clothing items, in order for me to understand how they would categorize common types of clothing.
Generally, there were 7 main categories that were repeated across almost all of the 8 participants. They were activewear, accessories, bottom wear (bottoms), top wear (tops), outerwear, footwear, and undergarments. Additionally, given that most of the items were gender neutral, the few items that were more feminine based seemed to garner some confusion. I think it would be appropriate to have separate sections for men and women, but with similar categories nested in each section.
Site Map
User Flow
User flow was created with the users in mind and the important steps that would need to be included to make the entire checkout process a seamless flow from start to finish.
For this project, we were only tasked with creating one major flow for the website. Per the directions, I created the checkout flow that a user would go through if they were trying to buy a certain product from the website.
Wireframes
Initial wireframes for the Mirror website.
High-Fidelity Prototype
