Ministry of Clothing
Ministry of Clothing is expanding its female sales line in conjunction with its current men’s line. The founder contacted General Assembly looking for a UX team. He wants to elevate the brand online and improve the usability of their eCommerce site. We started from the ground up, based on user research. With the logo redesigned, updated photography, improved user experience and user flow. We have created a fresh, new shopping experience.
Created at: General Assembly User Experience Design Immersive Course
Duration: 2 weeks | Team: Chelsi Teo, Chloe Cai
My Role: Researcher, UX Strategist & Designer
Duration: 2 weeks | Team: Chelsi Teo, Chloe Cai
My Role: Researcher, UX Strategist & Designer
The Challenge
To improve user flows, designs and better user experience for the Ministry of Clothing site - with a heavier emphasis on the product flows. At the centre of these improvements will be the foundation of user research that subsequently drives insights and design direction.
Market Research
Who?
The majority of Singaporean online shoppers are aged 25 - 34, also known as millennials, coming at 38%. They generally make informed buying decisions based on online research, social media and peer recommendations.
Why?
A quarter of total shoppers buy online due to discounts and promotions. Online coupons and promo codes have played a huge role in getting consumers to shop and use online services. Meanwhile, 19% of users shop online for personal gifts to themselves. This matches spending behaviour near the end of the month after payday.
Which Device?
An overwhelming percentage of users (60%) prefer to shop on mobile. Desktop users were just over half the size of mobile users (34%). This may be due to consumers preferring to use their mobile devices to browse but to use the desktop to make a purchase decision. Further, the act of double checking payment information will be easier on the desktop.
Where?
Over half of the users surveyed (60%) reported using search engines such as Google as their primary source of information when making purchasing decisions. Hence, Search Engine Optimization is highly important for e-commerce companies to get noticed by online shoppers.
Meanwhile, 12% of users get their information on social media. According to a joint report published by Hootsuite and We Are Social, it is reported that 3 out of 4 Singaporeans now use social media. The rise of influencer marketing also plays to this trend.
Heuristics Evaluation & Usability Testing
After conducting a heuristic evaluation and usability testing on the current site, we did a card sort to help us to improve on the site map and global navigation. Upon investigation, as expected, we need men and women section in the global navigation.
Our usability testing on the current site further validated the heuristic evaluation. Users feedback that their first impression of the current website is that logo font is hard to read and the whole website looks really dated. The hero banners look like cut and paste, and the promo shout-out looks like a supermarket. Description of products like dresses is incomplete, the product images look distorted making the models look short and fat.
Understanding the Competitive Landscape
We conducted a competitive analysis and feature comparison against ASOS, Zalora, Flesh Imp and A for Arcade. Here are some highlights:
• No drop-down menu in the global navigation to go into a specific section
• No Wishlist
• Half body model photo instead of full body length
Understanding the Users
We need to find out how we can redesign M.O.C website to encourage people to shop on their website:
1. Identify information users need to shop online
2. Identify pain points users have when using M.O.C website
3. Identify the motivations of users on how they shop online
4. Identify the current behaviour of users who shop online
Synthesise Research: Affinity Mapping
Key findings from our 8 user interviews, aged 24-42, 4 female and 4 male. Regular online shopper ranging from once every 2 weeks to once every quarter.
User Personas
From the findings, we identified 2 personas. Jennifer, our primary persona, who is a shopaholic. Louis, our secondary persona, who is a break dancer.
Customer Journey Map (Primary Persona)
The customer journey map of Jennifer help us identify opportunities for us to find solutions to her pain points.
Proposed Site Map
High Fidelity Prototyping
An Updated Mobile Experience
With an increasing number of potential customers coming from mobile devices, we needed to make sure that M.O.C’s visitors were given a great shopping experience no matter what device they were shopping from.
A responsive makeover allowed for a seamless experience without compromising any features. The beautiful photography, UI and interaction were given just as much consideration as the desktop experience.
Package Design
We want to make sure, even when customers receive their order, they should feel special and appreciated.
Delivery Packing Label
Thank You Card
