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About the project.

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

I focusing 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.

<span data-metadata=""><span data-buffer="">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, leaving many frustrated and empty-handed.
  • Discovery Challenges: Staying updated on the latest trends, upcoming drops, and exclusive collaborations requires constant vigilance across various social media platforms and brand websites.
  • Insecure Transactions: Counterfeit products and scams are prevalent online, making it risky to purchase from unknown sellers.

goals

Design a mobile app that caters to users interested in purchasing hype products with insightful and easier buying experience.

<span data-metadata=""><span data-buffer="">DETAILS

3 months of work

DISCOVER

<span data-metadata=""><span data-buffer="">Interview Participants

5 Participants

<span data-metadata=""><span data-buffer="">Participants Criteria<span data-metadata="">

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

<span data-metadata=""><span data-buffer="">Methodology

  • User Interviews
  • Competitor Analysis
  • Desk Research

<span data-metadata=""><span data-metadata=""><span data-buffer="">User Interviews

30- to 60-minute conversations with a single participant to asks questions about a topic of interest to gain a deeper understanding of participants’ their attitudes, beliefs, desires and experiences.

<span data-metadata=""><span data-buffer="">1. Introduction<span data-metadata="">

2 min • Set the Stage

2. <span data-metadata=""><span data-buffer="">Identify Trigger and Desired Outcome<span data-metadata="">

3 min • What pushed the customer to see change?

3. <span data-metadata=""><span data-buffer="">Explore Existing Alternatives <span data-metadata="">

5 min • What solution pulled the customer and why?

4. <span data-metadata=""><span data-buffer="">Identify Inertia and Friction <span data-metadata="">

15 min • Potential problems worth solving

5. <span data-metadata=""><span data-buffer="">What's Next? <span data-metadata="">

3 min • Bigger context and progress roadmap

6. <span data-metadata=""><span data-buffer="">Wrapping Up <span data-metadata="">

2 min • The Ask

7. <span data-metadata=""><span data-buffer="">Document Results <span data-metadata="">

5 min • Problem Interview Sheet

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. <span data-metadata="">

<span data-metadata="">

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

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

<span data-metadata=""><span data-buffer="">The community aspect of streetwear is essential, as consumers seek connection and interaction with brands that understand and reflect their lifestyle and values<span data-metadata="">

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

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

<span data-metadata=""><span data-buffer="">Streetwear consumers are young: more than 60% of consumers surveyed were under 25.<span data-metadata="">

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

<span data-metadata=""><span data-buffer="">Footwear is the key driver of purchases.<span data-metadata="">

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

<span data-metadata=""><span data-buffer="">Social media is the top source (84%) of influence for streetwear consumers, followed by the other young, urban people they see around them.<span data-metadata="">

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

<span data-metadata=""><span data-buffer="">The streetwear consumer is extremely discerning and responds to authenticity and brand legacy. <span data-metadata="">

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

METRICS EXPLANATION<span data-metadata="">

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.

Affinity Mapping

Emphaty Mapping

Persona

TEDDY GUNADI

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

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

<span data-metadata=""><span data-buffer="">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.

<span data-metadata=""><span data-buffer="">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.

<span data-metadata=""><span data-buffer="">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.

<span data-metadata=""><span data-buffer="">“I wish I was there when the drops had just started”

<span data-metadata=""><span data-buffer="">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.

<span data-metadata=""><span data-buffer="">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.

<span data-metadata=""><span data-buffer="">EXPECTATION

  • Sarah wants to find streetwear items that reflect her unique style and artistic preferences. She values originality and creativity in her wardrobe choices.
  • As a Visual Artist who actively contenting her works, Sarah is always looking for stylish pieces that she can feature in her social media posts to maintain her aesthetic and engage her audience.
  • Sarah aims to connect with like-minded individuals in the streetwear and art communities, potentially collaborating with brands and other artists

<span data-metadata=""><span data-buffer="">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

<span data-metadata=""><span data-buffer="">“I want my clothes to be an extension of my artwork, telling a story through fashion.”<span data-metadata="">

DEFINE

User Story

01.

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.

02.

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.

User Journey

Persona

Nathan

Goal

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

Persona

Sarah Gunawan

Goal

Taylor, a 25-year-old professional, who values unique and personalized fashion items that reflect her individual style.

User Flow

<span data-metadata=""><span data-buffer="">Purchase Product

<span data-metadata=""><span data-buffer="">Set Notification<span data-metadata="">

<span data-metadata=""><span data-buffer="">Read Article<span data-metadata="">

DEVELOP

Site Map

Style Guide

Colors

#C1F100

#000000

#212121

#F0F0F0

Typography

SF Compact Display

Header 1

48/60

Header 2

24/28