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