ABOUT THE PROJECT
The idea for this project came from my own difficulty in finding tailored fashion items on common e-commerce platforms. I find it time-consuming to sift through numerous product recommendations that don’t match my style preferences.
As part of my UI/UX Design Bootcamp with JayJay School, I designed an e-commerce app specifically for users seeking hype fashion products, aiming to enhance their shopping experience.
Details of The Study
PROBLEMS
Many existing eCommerce platforms lack personalized shopping experiences.
Users often find it challenging to discover new and exclusive items that match their style preferences.
Existing platforms do not adequately foster community engagement and knowledge updates.
Hype streetwear is also about community and users need to keep updated about streetwear trends.
PROJECT GOALS
Develop an eCommerce app that offers personalized customization.
One-stop e-commerce that allows users to connect, share, and engage with the streetwear community.
DESIGN PROCESS
The Double-Diamond Framework
DISCOVER
Desk Research
DEMOGRAPHIC
Age: Primarily Millennials and Gen Z (18-35 years old)
Gender: Predominantly male, but female and gender-fluid consumers are growing
Income: Generally middle to upper-middle class with disposable income
Location: Urban and suburban areas with a strong youth culture
Occupation: Students, young professionals, and creatives
PSYCOGRAPHICS
Lifestyle: Trend-conscious, digitally savvy, and socially engaged
Values: Authenticity, individuality, self-expression, and exclusivity
Behaviors: Early adopters of new trends, heavy social media users, and brand loyalists
PURCHASING BEHAVIOUR
Willingness to spend: High willingness to spend on limited edition and high-demand items
Shopping channels: Online platforms, physical stores, and resale marketplaces
Influences: Social media, celebrities, influencers, and peer groups
Brand loyalty: Strong affinity for certain brands and designers
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
Can you describe your ideal shopping experience for streetwear products? What kind of personalized recommendations would you like to see?
How do you currently discover new streetwear brands and products? What challenges do you face in finding unique items?
How important is it for you to connect with other streetwear enthusiasts? What kind of community features would you like to see on a streetwear platform?
How do you stay updated on the latest streetwear trends and news? What kind of content do you find valuable?
What are the biggest frustrations you encounter when shopping for streetwear online?
How do existing streetwear platforms meet your needs? What are their biggest shortcomings?
How do you feel about the current process of purchasing limited edition streetwear items? What challenges have you faced?
How important is it for you to build relationships with streetwear brands? What factors influence your brand loyalty?
Competitor Analysis
This section conducts a comparative analysis of 3 similar e-commerce platforms, using tailored metrics to identify strengths and weaknesses. The e-commerce platform with the highest score in each metric serves as a benchmark for features and experience improvement.
Product Knowledge
Product like detailed information, history, character, materials, etc.
Product Assortment
Diversity of styles, sizes, and colorways.
Community and Loyalty Program
Forum discussions, exclusive benefits, etc.
Easy to Use
Smoothness of the flow and user funnel
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.
DEFINE
Affinity Mapping
Users need comprehensive product information
Advanced filtering options are necessary to quickly find specific items
Users seek platforms where they can connect with other streetwear enthusiasts
Users prefer a streamlined and quick checkout experience
Users want recommendations based on their style preferences
A centralized hub for trend updates would save users time and effort
Persona 1
Raymond Weil
- Age: 24
- Graphic Designer
- Lives in South Jakarta
- Single
Raymond is a graphic designer at an advertising agency. Raymond is single and extroverted. Due to his job and circle, he needs to catch up with trends and cultures.
BEHAVIOUR
- Follows popular streetwear brands and influencers on social media
- Watches product reviews and videos on YouTube channels
PAIN POINTS
- Overwhelmed to engage with numerous social media accounts to stay updated and informed with streetwear trends
EXPECTATION
- Look trendy and stay ahead of his circle in the scene.
- Connect with other streetwear enthusiasts and influencers.
USER STORY
As a streetwear enthusiast,
I want to connect with other like-minded individuals.
So that I can get new information, share knowledge and experiences.
USER JOURNEY
PERSONA
Raymond, a young designer who is very concerned with his appearance, thrives in staying updated.
GOAL
Get detailed information on his favorite product and engage with other users.
Persona 2
Sarah Gunawan
- Age: 25
- Visual Artist
- Lives in Bandung
- Single
Sarah is a talented visual artist. She’s single and enjoys an extroverted lifestyle. She spends most of her day creating artwork and recording it as content on her social media.
BEHAVIOUR
- Actively follows independent streetwear designers and hype brands.
- Curates mood boards and seeks inspiration on Pinterest to visualize her desired aesthetic.
- Frequently documents her outfits and artwork on social media.
EXPECTATION
- Find streetwear that reflects her unique style and artistic preferences.
- 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, it’s overwhelming to spend time searching for the perfect streetwear items that match her style.
- Oftenly missing out on exclusive and rare items
- The vast number of options available online can be overwhelming, making it difficult for her to find pieces that truly resonate with her taste
“I want my clothes to be an extension of my style artwork.”
USER STORY
As a loyal streetwear customer,
I want to get personalized product feeds and recommendations.
So that I can easily find items that match my style and preferences.
USER JOURNEY
PERSONA
Sarah, a 25-year-old professional, who values unique and personalized fashion items.
GOAL
Discover and purchase streetwear items that align with her preference style.
DEVELOP
User Flow
PURCHASE PRODUCT
CUSTOMIZE BRAND PREFERENCES
ENGAGE IN COMMUNITY DISCUSSION
Site Map
Wireframe
Style Guide
COLORS
#C1F100
#000000
#212121
#F0F0F0
TYPOGRAPHY
SF Compact Display
Header 1
48/60
Header 2
24/28
Paragraph 1
16/20
Paragraph 2
12/16
DELIVER
