ABOUT
The Project
A B2C native mobile ecommerce app named ‘Fitting Room’ which offers branded jeans for men, women and children. It serves ‘Tailoring Options’ and ‘Compare and Decide’ as the unique features to help the buyers find the jeans of their size and choice.
Roles and Responsibilities
● UX Research & Analysis
● Sketch
● Wireframes & Prototyping
● Hi-fi Screens
● Usability Testing
Adobe XD, Miro, Jira, Zoom,
Fb Messenger, Linkedin Learning,
Google Docs and Slides,
Google Drive, MarvelApp & Colors Accessibility Checker etc.
Fb Messenger, Linkedin Learning,
Google Docs and Slides,
Google Drive, MarvelApp & Colors Accessibility Checker etc.
Problem
● Many people struggle to find jeans that fit their body type.
● Shopping apps mostly show models with ideal physiques.
● This limits options for people with different sizes and shapes.
Solution
● Offering Wide Size Range branded jeans from Lee, Levi’s, and Wranglers.
● Introducing Tailoring Options so users can customize jeans based on their size.
● Offering Compare and Decide to help users evaluate products side-by-side.
DISCOVER
Design Thinking
I adopted an agile design thinking process for the development of the product. It allowed me to do additional research in the midst of the prototype and testing phase. I could contribute to any of the phases even after the tests.
UI/UX Deliverables:
● User Personas ● Empathy Map ● Guerilla Tests
● Scondary Research ● Affinity Map ● JBTD
● Informational Architecture ● HMWs ● Branding
● Competitive Analysis ● Sketches ● Sitemaps
● Prototypes ● Hi-fi Screens
Primary research
Interviews
I had conducted informational interviews with 5 jeans shoppers to find out their needs, expectations, pain points and overall experiences. These were my objectives of conducting interviews:
● To find out the current process people undergo while buying the Jeans online.
● To identify what additional features they are currently using from which competitors.
● To find out what advancement they need in online clothes shopping.
● To figure out why/why not they use a new app/portal if they get a better jeans shopping experience with advanced solutions.
Competitive Analysis (Heuristic Analysis)
As I got some infos about the top three competitors, I researched about them and prepared the Heuristic Analysis of them. Our three competitors: Amazon, AliExpress and Wish.
Amazon Wish and Ali Express
Heuristic analysis of the three competitors overwhelmed me with a lot of ideas and inspirations. But I focused on my user needs and pain points and took only the essential inspirations from them so as not to make Fitting Room alike.
Affinity Mapping
I conducted five user interviews and various Research Synthesizing methods including Affinity Map to empathize and find out the users’ problems.
We basically got these findings:
● User problems vary, but expectations remain consistent.
● Users are open to new features if they seem trustworthy.
● They prefer established brands for security but will try new apps if there's no added cost or personal data required.
Secondary Research
I conducted secondary research over the internet and blogs regarding what jeans buyers expect and think and their pain points as well.
Concluding User Research
● One size fits none. Even a so-called standard size may differ from brand to brand and importers.
● Users want to know the quality, details, thickness, color and feel of the clothes while ordering which does not differ as they get the delivery in hand.
● AI/VR can be a good choice for using as a trial room in jeans shopping.
DISCOVERY
User Personas
Diverse people have needs, expectations, thinking parameters and activities accordingly. The same applies to online shopping. Empathy maps helped me to empathize with their pains and gains which helped me ideate better.
Empathy Map
Diverse people have needs, expectations, thinking parameters and activities accordingly. The same applies to online shopping. Empathy maps helped me to empathize with their pains and gains which helped me ideate better.
STYLE GUIDES
Brand Attributes: Empathetic, Innovation, Caring, Trustworthy, Solution-oriented.
Colors and Fonts
I customized colors from the mood board to create a unique palette aligned with brand attributes and user research. Additionally, I defined denotive colors that stand apart from primary and interactive elements for clarity and distinction.
Icons and Buttons
The Iconography and UI Designs used in the app are mostly based on the Google Material Design and some elements are adjusted a bit to align with the brand personality.
EXECUTION
Sketch to the Hi-fi Screens
Image One (Sketch): The first sketch had no CTAs, but had a heavy search bar, bottom navigation, group tabs, menu and hamburger menu as well.
Image Two (Wireframes): I removed the mic, camera icons in the search bar, added CTAs and replaced bottom navigation with hamburger menu to make it simpler.
Image Three (Hi-fi): Group menu improved, products categorized, deals highlighted, multiple cart icons from the cart are replaced with a single floating cart button.
Sitemap
Taking inspiration from competitors and aligning with the problem statements, I started with crazy 8s for a quicker solution.
User Flows
Guerilla Usability Test
Sketching helped me clarify concepts early on, and I refined them for guerrilla testing. Feedback highlighted missing CTAs and hard-to-read visuals, showing clear areas for improvement.
● Rough sketches guided improvements for guerrilla usability testing.
● Missing CTAs like “Add to Cart” caused confusion due to cropped prototype.
● Lack of visuals and legible text made navigation harder which needs refinement.
USABILITY TESTS
Some Critical, major, minor and a lot of prototype issues were found after the 1st and 2nd Usability Tests. I researched on other established apps and prioritized all of the Critical issues first and solved.
FINAL HI-FI SCREENS
Each UX Designer focused on different screens, contributing to a fully collaborative team effort. These are the high-fidelity screens I designed and implemented for WeConcile.
LESSON LEARNED
● Understanding of User and Business Needs.
● Teamwork and Collaboration
● Time Management
● Adaptability
● Teamwork and Collaboration
● Time Management
● Adaptability
Thank you for taking the time to review my case study!
If you're interested in a deeper dive into the process—research insights, reports, data visualizations, or any additional details—feel free to reach out. I'm happy to share more!
