Overview
"Replicating the ambiance of physical luxury fashion shops in online stores is one thing. Shoppers put a premium on ease...”
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In walk-in stores, shoppers see what exactly they order before check out. What if online luxury fashion shoppers could do the same?
How I did this, in summary?
- Empathize:
Interview • Competitor Analysis
- Define:
Affinity Mapping
- Ideate:
User Flow • Information Architecture
- Prototype:
Figma High-Fidelity Designs
- Test:
Usability Testing on Maze
This is a sneak peak...
Understanding Luxury Shoppers...
If it'll look gorgeous on me, I buy it - can't put a price on that...
When I find hair I love, I don't see the price tag...
A.A + Makeup Artist
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1/5
Discounts are cool. But there is no point buying it cheap online, and hating it once I see it...
Shopping with friends is always a lot more fun...
S.O + Event Planner
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2/5
I love trying out new hair with friends. So, I hardly shop for hair online...
Research the brands you buy natural hair extension from...
K. S + Fashion and Beauty Care Blogger
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3/5
When buying hair online, you can either pick a brand for its pricing or learn from what everyone is saying...
For hair, it all depends on what you are looking for...
K.S + Beautician
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4/5
I look for virgin 100% unprocess, cuticle-aligned hair. I check out the length, color and texture...
Sometimes, I just can't find time to go shopping...
U.B + Data Analyst
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5/5
So, I look for brands that sell amazing natural hair extension online, and I re-buy from brands that deliver...
Shoppers walk into cheek store with friends. They want to see (or hear) that when they try the hair out, it fits...
Shopping for luxury fashion is a social event. Shoppers pay to look and feel good when they buy luxury hair...
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The UX Problem
Online shops do not offer the same hands-on, social-proof as walk-in stores...
Hair extension buyers often prefer walk-in shops to online stores, despite its convenience
Online shopping behavior:
Shoppers can't try hair out
Shoppers can't show their friends
Shoppers want social proof
Luxury shoppers care little about price
Defining User Challenge and Solutions on Affinity Maps...
A fitting design solution must stem from a deep understanding of the pains of luxury shoppers...
The Solution...
Design Social Proof into an E-commerce for Hair Extensions...
Try Out Hair In-App...
Designed features for trying out hair extensions virtually and showing them off to friends before they buy...
Listing and Reviews
Design an elegant minimal listing for hair extensions highlighting testimonials and key product features...
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Designing the User Experience
User Flow
Trying Out and Buying Hair
Sketching Out the Features
I built my Figma UI designs off dozens of paper sketches. These rough concepts allowed me to compare layouts.
Reusable UI components from sketches
With these sketches, I can efficiently identify UI components that recur accross the UI designs. It becomes easier to design Figma UI components and their variants
My Skteches
These are snippets of some of rough work
Design Style
Heading
Paragraph
I curated the initial brand logo. I designed for the elegant minimal black-and-white aesthetic for the store, typical of luxury fashion brands.
To ensure a consistent style and efficiency, I crafted a Style Guide and library of reusable UI assets using Figma Variants. Every componet was designed for responsiveness using Figma Autolayout
The Results
Figma Wireframes for Luxurious Hair that moved past review
Business Outcome and Insights...
Street cred are a big factor among luxury fashion shoppers...
Fashion shoppers want to experience their luxury shopping with friends. It is not always for social validation...
Reviews from popular (or verified buyers), social shares, and VR hair shopping experiences are the future of luxury shopping...
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WORKS
Delightful Digital Products Make Happy Users...