AMAZON FASHION: CONFIGURATOR
Problem:
Shopping on Amazon is overwhelming. How can we help the customer find the perfect item of clothing that’s made just for them?
Solution:
An Amazon Private Brands experience that enables the customer to “build” a piece of clothing. The result is a product that is customized for and by the customer that is also centralized on a single product page so there is no need to sort through thousands of products.
Products:
Yoga pants and mens dress shirt to start. Running tights and sports bras to follow.
WHITEBOARDING
FINDINGS:
1. Should customers "build" a pant from top to bottom?
2. How can we progressively disclose information about the pant not not overwhelm the customer?
3. How can we show a model that "looks" like the customer at load?
4. Is it confusing for the customer to already see a complete pant a load with all items preselected?
DESIGN SPRINT FOR MOBILE
GOAL:
Come up with a creative and focused mobile solution to solve the customer problem for Lavish.
SPRINT TENETS:
Personalized: I want to get a customized shopping experience, viewing models that “look like me”
Trust: I can trust Amazon for a high quality and trendy product.
Simple and clean: Progressive disclosing the bare minimum info I need.
Educate: I want to gain knowledge on sizing or styles if I am not familiar.
Fun: Enjoy my shopping experience, seeing new and unique styles.
Effortless: I don’t want to work too hard to find what I am looking for, but I want to stay engaged.
USER TESTING
After the design sprint, a focus group testing took place. Participants were able to comment on the following:
1. What did you find confusing?
2. What did you find exciting/new?
3. What worked well?
Feedback on the overall concepts were positive. Participants enjoyed seeing the models in different sizes with their height and weight.
“I find model sizes very helpful.” -Participant #1
“I’m able to see whether or not she’s similar to me or not. I already know I’m not a Medium.” -Participant #2
Areas for improvement included confusion between "building own pant" vs "editing" a pre-made pant. This feed was taken into consideration during the next stages of design iteration.
WIREFRAMES
