SOLUTION

Part 1: Your approach to solving the problem at hand keeping in mind

the UX design process in mind.

Approach to devise the solution

To solve the problem at hand and deliver an online clothing retail app that provides the best user
experience, UX design process will be used and deployed.

Product
Research Analysis Design Validation
Definition

5 phases of UX/UI design process

Product

An online retail app for Zenos would include the following features when the product dimension is
to be considered: -

a) As a product it would meet the service gaps that aren’t being met by the existing online
retail apps.
b) It would include an option to capture the person’s body image and provide appropriate
suggestions to clothing.
c) Reflect the % attractiveness by using VR embedded feature to emphasize on the user
empathy and repetitive orders can be expected and many more such features!

Research

Here the user experience research will be conducted to ensure a systematic investigation of users and
their requirements in order to add context and insight into the process of designing the user
experience. UX research employs a variety of techniques, tools, and methodologies to reach
conclusions, determine facts, and uncover problems, thereby revealing valuable information that can
be fed into the design process.

Primary research, secondary research, and exploratory research techniques will be conducted along
with the competitor analysis to understand the real issues, pain points, jobs customers are trying to
do, and the unmet needs of the users.

• Focus groups
• Test marketing
Primary research techniques • Face-to-Face surveys
• Online Surveys
• Telephonic Interviews
• Observation

• Published Market Studies

• White papers
• Competetive information
Secondary research techniques
• Analyst Reports
• Customer e-mails
• Previous in-house studies

Competitor Analysis

A competitor analysis will be done where several existing clothing retail apps will be studied, their
reviews are analyzed in detail from various forums like Apple Store, Google Play, ratings and review
website, google review, etc. For example, Amazon, Myntra, Ajio, H&M, Zara, ASOS apps will be
studied to understand what potential problems their users are facing, what are their pain points,
underserved needs, etc., and how we can address them in Zenos Clothing App.

The main issues that were discovered related to the most important features of an e-commerce
app are as follows: -

a) Smooth functionality of the application in terms of performance and user experience.

b) Simplicity of search bar (animated features being included which aren’t really required as
such)
c) Discounts offered aren’t attractive in terms of reduced pricing and retention of customers
leading to an unhappy user experience while shopping via specific app!
d) Payment options may not be able to provide convenient buying to the users.
The challenges

The challenges of the product are as follows:-

a) Converting shoppers into paying customers.

b) Attracting the perfect customers.
c) Customer Experience.
d) Customer Loyalty.
e) Product return & refund policy.
f) Finding the right tech partners.

The goal

The goal of the product is as follows:-

a) Provide hassle free shopping experience via. App.

b) Delivering the products well in time.
c) Providing appropriate return & refund policy.
d) Providing the best-in-class customer experience.
e) To attract the right set of customers via discounted campaigns.

User Interview

We will interview a few users to find out their opinions on the competitors’ apps. The questions will
be cantered on various key points common to fashion e-commerce apps.

The questions centred on various key points common to fashion ecommerce apps you plan to ask
the user in the user interviews: -

a) How is your experience while shopping via other e-commerce apps?

b) How satisfied are you in terms of product pricing?
c) How satisfied are you in terms of brand availability?
d) How satisfied are you in terms of product being received at delivery?
e) How often do you use the app?
f) Does the app provide a well-structured express delivery?
Analysis

This phase will make use of the things collected in the research phase. With the help of the information
received, the following will be depicted:

- Research findings and affinity mapping

- Hypothetical user personas,
- Empathy maps and
- User journey maps

After conducting user interviews, we organized the findings into groups in an Affinity Map. Using this
map, we could identify common habits, problems, and pain points. This will be a key point in designing
the Zenos e-commerce app.

Affinity Mapping for Potential app user

Reasons to shop at store Reasons not to shop online

Size availability Clothing quality

To ensure how is the

look in a particular Size issues
clothing

To ensure the quality of

Lack of assistance
clothing better

Variety of clothing wear Pricing Issues

and better assistance
 Grouping the research findings

Users find it difficult to use Research indicate that the

Provide hassle free new users spend less than
the app and feel it is too
shopping experience via. 30 sec after first login.
technical to use. So, design
App. So, design an easy and Design an engaging home
an easy and simple to use
simple to use app with best screen layout.
app with best UI/UX
UI/UX practices.
practices.

Providing appropriate
To attract the right set of Delivering the products well
return & refund policy,
customers via discounted in time, design the UI in
incorporate a feature to
campaigns. such a manner.
exhibit this idea

Part 2-The user personas, empathy maps, user journey maps,

storyboarding, and other techniques you will use to identify the pain
points.
User personas and customer journey maps

A user persona is a representation of the goals and behaviour of a hypothesized group of users. In
most cases, personas are synthesized from data collected from interviews with users.

Experience maps show the user flow within the final product. All these are done using visual
representations through proper interactions with the client in the product definition phase.

Based on the patterns identified in the affinity map and research findings, we came up with the
persona of a current shopper who is a potential user of the app. These personas describe a typical
user/potential user, their habits, problems, pain points, and other details about him/her.
Persona– Existing shopper and potential user of the app- Tanya

Tanya
24, Business Analyst

Biography Behaviour
She’s a working professional who stays in Happy, concentrated, and excited
Mohali and an evident online shopper.
Pains
Goals
App experience, Buying Experience &
She wants a successful career. Pricing Issues.

Customer Journey Map – Shopping at a physical store

Enter Browse Fitting Payment After
Greeted while Find the right style Waiting for fitting Standing in the line Thinking about in-
entering the shop and size and room, trying on at the cash counters store experience
options items
Thoughts: Thoughts: Thoughts: Thoughts: Thoughts:

Where is the Will I get the How much How much Finally coming out
section I am appropriate styling duration will I’ve duration will I have with desired items
looking for? options for myself? to wait for my turn, to wait for my
is it safe enough? turn?

Pain Points: Pain Points: Pain Points: Pain Points: Pain Points:
Will I get the Lack of varieties in Trying of multiple Long queue due to Not getting enough
desired section? terms of desired items is a less no of payment options in terms of
clothes cumbersome task counters clothing

Opportunities: Opportunities: Opportunities: Opportunities: Opportunities:

Arrangement of Arrangement as Increasing the Placing the QR Improving upon
sections as per age well as availability number of trial code section wise the overall
differentiation to of size, style & rooms for ease of shopping
ease shopping options payments experience
Empathy Mapping

An Empathy map will help us understand the user’s needs while we develop a deeper understanding
of the persons we are designing for. An Empathy Map is just one tool that can help us empathize and
synthesize our observations from the research phase, and draw out unexpected insights about the
user’s needs.

Empathy mapping for a user of an online clothing app

 Says Thinks & Feels

I am not able to find the clothing as per Are there any appropriate discounts and
my interest in terms of trending styles offers?

Users of
Online
Shopping
Apps

Does Sees

Likes to browse online Special deals on trending items

Feature Matrix/Prioritization Matrix

Using a UX process, I came up with various new features that I intend to include in the MVP (Minimum
viable product). I approached the features from the business perspective and organized them
according to users’ and businesses’ needs. The features displayed in the top right corner (the red box)
should be included in the app.
 • Easy navigation
• Menus for fast navigation
• Search bar simplicity
• Search bar simplicity
• Exploring the right
• Delivery status feature
item in short span of
• Color theme options
time
• Providing hassle
free online shopping
Value to Users

experience

• Color theme options

• Pet essentials • Better UI algorithms
feature
• Delivery status
feature

Difficulty/Cost of Implementing
Prioritization matrix for Zenos clothing retail app

Solving the problem (the solution space)

The features that I will build for the Zenos Clothing App are as follows: -

a) Attractive UI
b) Image Recognition
c) Universal Shop
d) Discounts & Loyalty Rewards
e) Product Recommendations
f) Augmented reality featres

Scenario & Storyboarding

The scenario will represent a situation that will capture how users will perform tasks on Zenos clothing
retail app and the storyboard is the visual representation of how the user would react with Zenos
clothing app.

Tanya opens the Zenos app, navigates to the search bar wherein she looks for a footwear.
Then she applies filter according to preferences such as price, color, sole material etc.,
adds these items to cart, followed by selection of delivery address, choosing the desired
mode of payment followed by looking for discount coupons and buying.

Storyboard

Using the scenario described above, design an interesting storyboard for the user journey. You can
use tools like Canva to create and design the storyboard and add visual elements to make it more
appealing.

PART 3: Typical task flow or flow diagram for designing interactions

for the following scenario: “The user sees Zenos ad on app store and
downloaded your app. So, you want to give users the - Zenos first
time experience.” Map the user’s onboarding journey by mapping the
signup to adding the apparel to the cart and buying it using the COD
option. (Hint: the user lands on the home screen and is not signed in,
he/she then signs up and lands on the welcome page. He/she will
search for the apparel and then add one to the cart. He/She then
places the order using the COD payment method)
Task flows are useful for designing how a user will complete a task.
Task flows are usually shown as a linear sequence of steps, and can be designed at a high
level, or be very detailed, dividing a task into sub-tasks. They may be the result of task
analysis activities, which are designed to observe how users complete the tasks.
Task flows are also useful in planning the optimal paths for task completion, particularly
since they can be easily expressed in natural language. You might also think of them as
visual answers to user stories, because they’re written in a similar way.

App home Logging in via valid Browse for a

screen not credentials/ google or Home page access particular selection
signed in facebook login

Application of Add to card

Selection of delivery Applying appropriate
preferred filters address discount/coupons

Making payment Order placed

via suitable mode page
Wireframe flows for Zenos Clothing Online App

Logging in via valid

App home screen- Browse for a
credentials/ google Home page access
user not signed particular selection
or facebook login wireframe
wireframe wireframe
wireframe

Application of Applying appropriate

Add to card Selection of delivery
preferred filters discount/coupons
wireframe address wireframe
wireframe wireframe

Making payment via

Order placed
suitable mode
wireframe
wireframe
Wireframing:
We will create linkable wireframes corresponding to the above task flow.
<Feel free to modify the given wireframe descriptions based on your own task flow>
<Add at least 8 wireframes>

The user discovers a new Clothing online store called “Zenos” on App Store and downloads
the same. She then opens it lands on the App home screen. She then clicks the sign in and
lands on the sign -in page. But she doesn’t have an account. So, she clicks on the ‘signs up’
option which is at the bottom on the sign-in page of the app.

TAKE THIS WIREFRAME AS A REFERENCE AND CREATE YOUR

WIFREFRAMES ACCORDINGLY
She is then prompted Sign-Up page where she will have two Sign up ways i.e.., Create a new
account or Sign-up using a Google account. She chooses her Google account and enters her
8-character password to verify her account.

She is then led to the 'Sign-in' page where she will enter her email ID and password to verify
her account
After signing in, she is asked to set her Location. Either she can choose her location
manually or can make use of ‘Use my current location’

After that, she will enter her complete address such as House number, Street name etc and
confirms it
She now lands on the 'Place your first order' page and she can get to choose the clothes according to
the category such as Men, women, and Kids.

After she selects her category, now she gets to see dress collections along with price details, and
discount details. After selecting the dress and she adds them to the 'Cart'.
After adding dresses to the 'Cart', she will get the complete order details such as Price, and total
amount to be paid and click on 'Place the order'

As soon as she selects 'Place the order', she will land on the Payment option with different Payment
methods. she then selects the 'Cash on delivery' Option and Confirms the Order
Finally, after confirming the order and she gets the detailed information Order such as Expected
delivery date, Reference ID, Location etc