Customisation Studio
A responsive, in-browser customisation studio, which allows users to design and purchase customised products online, to complement and enhance the brand or organisation.
The Challenge
With the growth of the customised clothing market increasing rapidly over the years, with an estimated £1 billion worth of customised products sold in 2019 alone. The market has become saturated with customisation companies offering fragmented experiences that are complex and time consuming due to the varied methods of customisation and product offerings. Providing an optimised experience that caters for the needs of multiple personas is key to simplifying and speeding up the customisation experiences.
The challenge was to design a responsive in-browser customisation studio for one of the UK’s largest customisation companies, Clothes2order. The goal of the project was to increase customisation completion rate for multiple personas as well as a secondary goal of an increased click through rate to checkout.
Preliminary Research
We commenced the project by conducting quantitative and qualitative research which allowed us to create personas to build empathy and get a deeper understanding of the target audience. This gave us a specific user reference and design targets that we could focus on to meet the needs of the users.
Competitor Research
Heuristic Analysis of industry leading competitors Spreadshirts, CustomInk, Teamshirts and WorkwearExpress was used to help highlight effective and ineffective areas of existing personalised design tools. This allowed us to gain an overview of the product landscape, identify potential features and offerings that could be beneficial to personas similar to Clothes2order and aided in providing more informed decisions about our product strategy.
Heuristic Analysis Persona Matrix
User Flows
We expanded on the research gathered by mapping out the users journeys of personas on the current tool to get a holistic view of the customer experience through the design tool to uncover pain points and joys that the users encountered.
Once completed, we started to develop the user’s journey for the new design studio, implementing the new opportunities found and reducing the pain point for the users and allowing them to have more efficiency when customising their products.
Small Business Owner User Flow
Designs
Designed and developed medium/high-fidelity wireframes for the top use cases that address multiple persona pain points, and aid in an increase in the customisation completion rate.
Prototype & Testing
I liaised closely with the development team to build a prototype to test rich interactions, user flows and graphic elements. This allowed me to gain deeper insights into the user's behavior so that I could identify and address any issues prior to the A/B Test.
A/B Testing
After the user testing was completed and we were confident that the designs addressed our objectives, we proceeded to set up A/B testing using VWO along with other analytical tools such as Google Analytics and Hotjar to collect the data. We utilised the data to perform analysis, create reports for stakeholders and to inform our next design iteration.
Outcome & Learning
Early indications show that the new customisation studio is performing better, and therefore more customised products are being ordered, which is highlighted through the increased customisation completion and checkout click through rate.
Project Information
Client
Clothes2order
Date
2020
My Role
User Research
Heuristic Analysis
Customer Journey Map
Flow Diagram
Low/High Fidelity Designs
Interaction Design
Prototypes & Wireframing
Stakeholder Presentations
Conversion Optimisation
Design & Reporting Tools
Figma, Photoshop, Illustrator, Google Analytics, Hotjar, VWO
