dddope – Syahrul Hidayatullah

ABOUT THE PROJECT

As a part of my UIUX Design Bootcamp with JayJay School, I have designed a mobile e-commerce app for users who chase after limited-edition and hype products.

I focus on features that make finding and buying these hyped products easier while maintaining social features to create a one-stop shop for these sought-after items.

DETAILS OF THE STUDY

Minimum Viable Product (MVP)

PROBLEMS

Young adults passionate about streetwear and accessories face several challenges when shopping for coveted “hype” products:

Limited Availability: Popular drops and limited-edition releases sell out instantly.
Discovery Challenges: Staying updated on the latest trends, upcoming drops, and exclusive collaborations requires constant stakeout across various platforms.
Insecure Transactions: Purchasing from unknown sellers is risky because fake products and scams are prevalent online.

PROJECT GOALS

Design an e-commerce application for hype products that delivers a seamless and informative shopping experience by offering users comprehensive product information, trends news, availability updates, and a user-friendly interface to streamline purchasing and delicate shopping journeys.

DETAILS

Duration: 3 months of work
Platform: Mobile Apps

DESIGN PROCESS

The Double-Diamond Framework

DISCOVER

User Interviews

30- to 60-minute conversation with some participants to ask them questions about a topic of interest to understand better their attitudes, beliefs, desires, and also their experiences.

PARTICIPANT CRITERIA

18-35 years old
Tech Savvy
Middle-Up Income
Care about style and trends

METHODOLOGY

User Interviews
Competitor Analysis
Desk Research

1. Preparation

Set the stage, tools, questions, and goals of the interview.

2. Introduction

Explain the interviewer’s role, purpose, and the steps of the interview.

3. Warm-up Questions

Start with general, non-threatening questions to make the participant comfortable.

4. Core Questions

Ask specific questions related to the product or service.

5. Pain Points and Challenges

Identify user frustrations and understand what problems users face.

6. Solutions and Expectations

Understand what users expect or desire in a solution.

7. Wrapping Up

Recap the main insights from the interview and the user’s final thoughts.

8. Thank You

Express gratitude and thank participants for their time and insights.

Desk Research

The "drop" model, where limited quantities of products are released at specific times, creates high demand and a sense of urgency among consumers.

This model not only boosts sales but also enhances the brand’s prestige and desirability.

kolleqtive.com/blog/streetwear-took-high-fashion-world/

The community aspect of streetwear is essential, as consumers seek connection and interaction with brands that understand and reflect their lifestyle and values

Streetwear consumers tend to make frequent purchases, with many buying items monthly.

strategyand.hypebeast.com/streetwear-report-market-statistics-global-trends

Streetwear consumers are young: more than 60% of consumers surveyed were under 25.

They are not all that wealthy, either: about 70% of respondents reported an annual income of $40,000 or less.

But they have money to spend on their favourite brands: 56% reported spending an average of $100-$300 on a single item. Asian consumers spend more, with 32% of Japanese respondents spending an average of $500 or more per product.

They connect directly with brands both offline and online: 53% are most likely to buy streetwear products in the brand’s own store; 42% from its website.

strategyand.pwc.com/de/en/industries/consumer-markets/streetwear.html

Footwear is the key driver of purchases.

More than half (62%) of consumer survey respondents selected footwear as the product they were most likely to buy, followed by roughly a third (30%) who selected tops, including both T-shirts and hoodies. Only 6% of consumer respondents selected accessories.

strategyand.hypebeast.com/streetwear-report-market-statistics-global-trends

Social media is the top source (84%) of influence for streetwear consumers, followed by the other young, urban people they see around them.

Successful brands have strong links to the cultures out of which streetwear grew: musicians have the most credibility among consumers in our survey (65%), some way ahead of social-media influencers (32%).

Streetwear’s young fans think of themselves as being socially conscious, a trend that is spreading to all consumers: 70% said social awareness and brand activism were important to them, while 29% of PwC’s GCIS participants responded they buy brands that promote sustainable practices.

strategyand.pwc.com/de/en/industries/consumer-markets/streetwear.html

The streetwear consumer is extremely discerning and responds to authenticity and brand legacy.

Brands are aware of this, with the vast majority (81%) of industry insiders saying authenticity is the most important factor for companies to succeed in the streetwear market – second only to strong design (89%).

strategyand.hypebeast.com/streetwear-report-market-statistics-global-trends

Competitor Analysis

Hype brand relates with coolness and details, so the looks, product features, and smoothness of the flow are matters.

Features

What feature that the app have as an ecommerce

User Interface

Hype brand relates with coolness, so the coolness of the interface is matters.

Easy to Use

Smoothness of the flow and user funnel

Sneakers enthusiast is a specific market, and always have something new. It’s important to keep the community alive and well-informed.

Community and Loyalty Program

Forum discussions, exclusive benefits, etc.

Product Assortment

Diversity of styles, sizes, and colorways.

Product Knowledge

Product like history, character, materials, etc.

As an ecommerce, especially with high-prices product, the details on shipping and support availability is crucial to maintain trust from buyers.

Shipping and fulfillment

Delivery speed, costs, return policies, tracking options, etc.

Customer Support

Online chat, sentiment analysis, feedback on product quality, service, etc.

DEFINE

Affinity Mapping

PRODUCTS

INSIGHTS

Because most “hype” items are of international origin, their descriptions frequently adhere to global sizing norms, which may cause confusion among domestic users. Furthermore, to enhance the app’s “cool” aspect, advanced features may result in a modest increase in loading times.

SERVICES

INSIGHTS

E-commerce continues to be a channel for acquiring hype products. While a variety of shipping options exist, navigating payment regulations for these products can be challenging.

MARKETING & COMMUNITY

INSIGHTS

The hype product market has a substantial and dedicated client base, primarily in the mid-tier segment. Fostering a strong community within this group is critical for market durability, increased consumer education, and prospective growth.

FLOW & USER INTERFACE

INSIGHTS

Target audiences for hype products belong to a unique market sector known as the upper middle market. As a result, e-commerce platforms catering to this demographic usually use exclusivity and trend awareness to distinguish themselves from general merchandise sellers. However, this emphasis may entail user adaption to different user interfaces and purchasing methods.

Persona

(1)

Raymond Dharmawan

Age: 24
Graphic Desiger
Bachelors Degree
Lives in South Jakarta
Single

Raymond is a graphic designer. He works as a full-time designer on an advertising agency and doing some freelance. Raymond is single and extroverted. Due to his job, he occasionally works overtime to pursue deadline from clients.

BEHAVIOUR

Follows popular streetwear brands and influencers on social media.
Watches product reviews and hype videos on YouTube channels.
Joins online communities and forums to discuss streetwear trends and releases.
Actively participates in online raffles and contests for exclusive drops.

EXPECTATION

Look trendy and stay ahead of his circle in the streetwear fashion scene.
Secure limited-edition drops and exclusive collaborations.
Build a collection of authentic hype clothing and sneakers.
Connect with other streetwear enthusiasts and influencers.

PAIN POINTS

Hype products sell out fast, making it difficult to secure purchases.
Don’t have much time to keep checking when products will be released
Following multiple retailers and websites to track drops can be overwhelming.

“I wish I was there when the drops had just started”

Empathy Mapping

(1)

User Story

(1)

As a streetwear enthusiast, I want to receive real-time notifications for limited-edition product drops. So that I can be among the first to purchase exclusive items before they sell out.

User Journey

(1)

PERSONA

Raymond, a young designer who is very much concerned with his appearance and thrives to stay ahead of his circle.

GOAL

Receive notifications of limited product drops, purchase exclusive items before they sell out.

Persona

(2)

Sarah Gunawan

Age: 25
Visual Artist
Bachelors Degree
Lives in Bandung
Single

Sarah is a talented visual artist who specializes in creating compelling artwork for brand advertising campaigns. Sarah is single and enjoys an extroverted lifestyle. She spends most of her day to creating artwork and recorded it as a content on her social media.

BEHAVIOUR

Actively follows independent streetwear designers and hype brands.
Seeks inspiration from fashion editorials and streetwear lookbooks.
Curates mood boards on Pinterest to visualize her desired aesthetic.
Attends local streetwear pop-up shops and art events.
Frequently documents her outfits and artwork on social media.

EXPECTATION

Find streetwear that reflects her unique style and artistic preferences.
Sarah is always looking for stylish pieces to feature in her social media posts to maintain her aesthetic and engage her audience.
Aims to connect with like-minded individuals in the streetwear and art communities, potentially collaborating with brands and other artists

PAIN POINTS

With her busy schedule, Sarah finds it challenging to spend time searching for the perfect streetwear items that match her style.
Oftenly missing out on deals due to slow notification systems
The vast number of options available online can be overwhelming, making it difficult for her to find pieces that truly resonate with her artistic vision

“I want my clothes to be an extension of my artwork, telling a story through fashion.”

Empathy Mapping

(2)

User Story

(2)

As a loyal streetwear customer, I want to receive personalized product recommendations and customization options. So that I can find items that match my style and preferences, making my shopping experience unique.