Improving the In-Store Women's Underwear Purchasing Experience for Non-Traditional Buyers.

In collaboration with: Ruturaj, Karthika, and Charlotte

Research Question

How can we leverage technology to improve the in-store purchasing experience of women's underwear for non-traditional buyers?

Process

Research


Literature Reviews
Field Visits
Competitive Analysis
Contextual Inquiries
Surveys
Interviews

Analysis


Affinity Mapping
Personas
Card Sorting

Prototype


Ideation
Paper Prototypes
Wireframes
Medium Fidelity Prototype

Evaluate


Cognitive Walkthrough
Think Aloud
Benchmark Tasks
SUS
ASQ

Research

First, we conducted literature reviews, field visits, and competitive analyses of both online and physical retail stores that sold women's underwear. We focused on visiting a variety of speciality stores, as well as more generalized department stores. These included Victoria's Secret, Walmart, Macys, Aerie, ThirdLove, and Urban Outfitters. During this period we found that Victoria's Secret holds the largest market share in the lingerie space. Therefore we chose to narrow down our scope to them.

Contextual Inquiries, Surveys, & Interviews

In order to suss our buyer's painpoints, we created a survey. Since our focus was on non-traditional buyers at a Victoria's Secret store, we had to make sure to gather a represntative sample of our demographic.

Analysis

I take the privacy of our participants seriously, thus I will not be sharing the results publicly. However, I have highlighted how we analyzed the results and how it led us to our eventual design below.

Affinity Mapping

Personas

Feedback & Card Sorting

Ideation, Design & prototype

Sketching & Low-Fi Prototypes

User Flow

Taking into account our research and the categorization of the card sorty activity we built a medium-fidelity prototype. Below is the outline of the user flow.

Final Prototype

Scan & Search

My Fitting Room

Evaluation

6

User Testers

3

Expert Evaluators

75

SUS Score

2.5/ 7

Average ASQ Score
1=high usability