Probe
E-commerce - UI/UX Design - Visual Design
Probe offers size recommendations, AI-powered style suggestions, and AR try-on features—all aimed at making online fashion shopping as delightful as browsing a physical store.
CLIENT
CCA Form Project
Aug 2022 - Dec 2022
INVOLVEMENT
User Research
Competitor Analysis
User Flows
Design Systems
Usability Testing
DELIVERABLES
Brand Design
Design System
Mobile App
Digital Website
PROJECT TEAM
2 Designer
TOOLS
Figma
Adobe Photoshop
Adobe Illustrator
Miro
PROBLEM
E-commerce and fashion platforms are plagued by issues that undermine customer experience, erode brand trust, and hinder both growth and sustainability.
HMW empower users to cultivate a positive relationship with fashion, beyond the pressures of unrealistic standards and endless trends?
SOLUTION
A Mobile App that provides Hyper-personalized recommendations as per your style, body type, and occasion.
Upload your clothes to your digital wardrobe
Scan and upload the digital twin of your existing wardrobe to the app. See every piece at a glance, organized by category, color, brand, or even occasion.
Hyper-Personalized Style Recommendations at Your Fingertips
Generate personalised recommendations of what you can wear as per the weather, occasion, style and priority level
Discover endless style inspiration from real people, not just models
Browse through the community feed where other users share their looks. Discover endless style inspiration by seeing what others with similar body types and preferences are rocking
Fill the gaps in your existing wardrobe
The app takes the guesswork out of shopping by analyzing your existing wardrobe and suggesting missing pieces that complete your style.
Secondary Research help us understand how our notions of beauty and our relationship with clothing have been shaped by powerful cultural forces.
PROBLEM DISCOVERY
We started by digging deeper into the historical and cultural factors that contribute to complex issues surrounding body image and sizing.
Research Insights
Mass production and advertising have conspired to create an "ideal" body type that dominates cultural narratives
The rise of mass production in the early 20th century led to the need for standardized sizing and aesthetics. This, coupled with the advertising industry, created a dominant body image.
Trends create pressure to constantly update wardrobes, perpetuating a cycle of consumption and self-scrutiny.
Trends change rapidly, and clothes are often cheaply made and quickly discarded, contributing to environmental damage and reinforcing the idea that bodies need to constantly adapt to trends constantly.
Social media platforms, with their carefully curated and often-edited images, foster a culture of comparison.
Individuals are bombarded with unrealistic beauty standards, further fueling feelings of inadequacy and the pursuit of unattainable ideals.
PRIMARY REASEARCH
Interviews with 10+ participants and survey respondents uncovered the struggle of curating a personalised wardrobe.
To kick things off, we sent out surveys to 20 people aged between 18-35 years.
Which product or brand endorsement do you trust the most?
What factors do you consider important when you purchase products online?
User Interviews
We conducted semi-structured interviews with target users to validate our initial findings and further understand how people shop online.
What challenges did you face while selecting fashion products?
What is the main source of inspiration for your style?
How do you feel about the e-commerce feature on social media?
What are some of the features of online shopping that are the most appealing to you?
UNDERSTANDING OUR AUDIENCE
User Needs
Here are some other themes that emerged from our user interviews
KEY FINDINGS
In exploring user behavior, several key patterns emerged around how people navigate fashion choices.
Users feel overwhelmed by excessive product options and the lack of personalized guidance.
User-generated content like outfit inspiration posts and real-life product reviews with pictures hold significant influence over purchase decisions.
Friends and trusted peers play a crucial role in shaping users' fashion choices.
Creating a user persona and their journey map was crucial for understanding our target audience and identifying key areas for improvement.
MAPPING THE USER JOURNEY
Mapping out the current journey helped us pinpoint specific hurdles users encounter – from initial inspiration to purchase and beyond. We uncovered their goals, motivations, and pain points at each step of the journey.
Chris Lee
30 yr old Engineer Introverted Shopper Lives alone
Loves to shop online as it is convenient.
No particular brand affinity, and is interested in buying products that are a value for money.
Wants to have a set of clothes to wear for several occasions without much thought.
KEY FINDINGS
Mapping the customer journey revealed critical friction points in the path from inspiration to purchase.
Users face difficulties comparing options, managing delivery timelines, and ensuring optimal choices, leading to dissatisfaction and repeat purchases of familiar styles.
Overwhelming choices at every stage, from the closet to online recommendations lead to indecision and frustration.
We analyzed competitors where users look for inspiration and sway their purchase decisions.
ANALYSING MARKET & COMPETITORS
By digging into our users’ habits and experiences, we mapped out a landscape where personalization, community, information, and style all play key roles.
KEY FINDINGS
Consumers blend inspiration and discovery with purchase decisions through various platforms.
The interplay between personalized recommendations and broader community-driven inspiration holds immense power.
APPROACHING A SOLUTION
Transforming key insights into opportunity areas allowed us to move from understanding user pain points to identifying clear avenues for design intervention.
Key Insight
Users struggle with overwhelming options and a lack of personalized guidance, leading to decision fatigue and repeat purchases.
Opportunity
Provide personalized recommendations and styling suggestions tailored to individual preferences and body types.
Key Insight
The dominance of unrealistic beauty standards in advertising and social media fuels body image anxieties.
Opportunity
Create a supportive community where users can inspire each other, and build confidence through authentic representation.
Key Insight
Users struggle with overwhelming options and a lack of personalized guidance, leading to decision fatigue and repeat purchases.
Opportunity
Provide personalized recommendations and styling suggestions tailored to individual preferences and body types.
DESIGN PRINCIPLES
The project has been a fascinating exploration of user needs, technological possibilities, and the ever-evolving world of E-commerce
WHAT I LEARNED
Decision fatigue is a real enemy of online shopping. Implementing smart filters, providing clear size charts, and offering intuitive search features are key to reducing friction and encouraging purchase completion.
Transparency and reliable recommendations are paramount in building user confidence. Transparent reviews with pictures, real-life testimonials from diverse users, and clear information about materials and production practices build trust and confidence in purchase decisions.
Our e-commerce app envisions a personalized and empowering fashion experience, but the journey doesn't end there.
NEXT STEPS
Develop AR try-on features compatible with popular smartphones and tablets. Explore the potential of smart mirrors and other virtual fitting room technologies.
Develop and train AI algorithms to recommend outfits and styles based on user data, real-time trends, and contextual parameters. Consider collaborating with fashion stylists and AI specialists.
Explore existing blockchain platforms and tailor them to your specific needs. Research the feasibility of integrating blockchain with existing supply chains and product databases.
