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Arca
Role
UX Designer
Date
April 2021
Network of Seamstresses in favor of Smart Consumption.
º Persona, Customer Journey Map, Sitemap.
º Surveys, User Interviews, UX research.
º How Might We, Prioritization, Ideation.
º Wireframes, Prototyping, UI design.
Challenge
As a UX Designer, my role in this project will be to showcase my design process during the build of the solution. As part of the challenge, I wanted to find a way to remotely serve stitchers using technology and considering the COVID-19 outbreak.
How can stitchers work remotely
and regularly?
Current Situation
Even before the pandemic, stitchers in the country were a group of high-risk and exploratory workers, mostly working at home and relying on direct contact with the public.
Having lost customers, orders, and routines due to the pandemic, the stitcher's income was severely affected and they had to seek social assistance. According to a survey by Consumoteca, there was a 78% drop in sales due to the change in routine generated by the pandemic.
Users
As users of the solution, I identified couturiers and consumers, and to better understand their needs, motivations, and pains, I made two Personas. This created more direction and empathy in the creation of the solution. Surveys were conducted to validate the user personas and context.
User Context
To better understand the users' journey, I used the User Journey Map and the Value Proposition Canvas. We will start by examining Ms. Irene's words, thoughts, feelings, actions, and opportunities as the mask is being made. Soon after, we shall comprehend Laura's consuming patterns as they shift as well as her feelings, ideas, talks, and possibilities at this time.
Research
Through the information collected so far and the application of the CSD Matrix, hypotheses were created and I adopted two research techniques, quantitative research, with a questionnaire made available through social networks for consumers and seamstresses. The findings at this stage that were relevant to the process, whether in agreement or disagreement with the hypotheses previously created, were shown on the side.
After this information and aiming to deepen some questions, I did an interview as a form of qualitative research, where I talked to some possible users, to understand how they feel and what are their difficulties in the context I am working. Analyzing the answers, some hypotheses validated at this stage that were relevant to the process were presented on the side.
The research was essential to collect results, confirm assumptions, and correct formulated hypotheses, including changing the priority of claims. Because of the results of the research, I understood that seamstresses have difficulty finding new customers in the online world, while consumers want to change their clothing consumption habits to something more assertive and virtual.
The Solution
From all the data found so far, the confirmed opportunities, and the hypotheses, I used the How Might We technique to rewrite the opportunities and more easily see possible solutions.
Prioritization
Upon arriving at what I believe to be important for the product, I made an impact assessment in the business, user, and technology aspects, scoring from 1 to 3 according to the impact generated. Thus creating a prioritization list, being possible to observe what should be built first, and what would be for the future.
Ideation
As a solution can be created in countless ways, I decided to use the 4-Step Sketch technique to start getting the idea out of my head, first making the Notes, and gathering all the information obtained so far. Then the free drawings for ideas, time to sketch what to apply in the priorities determined by the Effort x Impact matrix. The third stage is Crazy 8’s, where I doodled the main canvases, refining the free drawings from the previous stage and already starting to think about a flow.
In the last step, solution sketch started to think more concretely about the solution, analyzing the user flow to complete a task and the screens needed to complete them.
First Usability Test
The paper prototype made in the final stage of the 4-Step Sketch was subjected to usability testing, using the Marvel app to enable interactions, the task to be performed was to buy the annual package.
After listening to user feedback, I modified a few things, such as the ability to navigate back and forth in filling out the profile, as well as the form on the screen to add the item to the base wardrobe, and the inclusion of a free stream.
Continuing the process, I used the 5W1H action plan to clarify some doubts about the solution and I also did the Benchmarking, that is, an analysis of competitors.
Wireframes
Continuing the design process, I created the wireframes and the flow. The wireframe allows a more real and detailed view of the planned interface, focusing on the functionality and the real use it will have. The flow allows you to view the user's journey in the application.
The colors chosen were a dark shade of red and a light shade of blue. Dark red brings elegance, and desire in contrast to light blue bringing practicality, and intelligence, these meanings being present in the project proposal. Colors have been checked for contrast to ensure a good visual experience for the user.
High Fidelity Prototype
Finally, I present to you, ARCA. The prototype was all built in Figma and is the size of the iPhone 8, following the style guide presented in this article.
Click here to access the full prototype, navigate through the screens and check its usability.
Usability Test
I applied usability tests to 5 users using the Zoom platform to understand how they interact with the application. I focused on validating the usability of the interface by analyzing the tasks below, in addition to the navigability and user comments.
Of the 5 participating users, 4 reported some confusion regarding the button with the “+” symbol in the feed, causing them to leave the flow of the requested tasks. Using a method of quantifying the severity, I found that the degree of severity of the problem was medium, since, despite being very frequent, it caused little frustration and little difficulty in recovery.
Finally, I made some changes, aiming for a more self-explanatory interaction.
Final Considerations
I am proud of the result of the project, and especially with the learning acquired. This case was extremely challenging because despite being an area in that I thought I had some prior knowledge, users were changing my perception and changing assumptions. However, when I empathized with users and truly understood their pains and needs, any change is most welcome. As a case study, I know that some steps can be improved and complemented, such as the user research phase, with other techniques and a greater number of seamstress respondents, since only 27 collaborated with the result. This project contains the essential functionalities to achieve the defined objectives, which still leaves room for further improvements. One of the opportunities I saw was the need for a more circular economy, so I assume that would be a good next step, working on a parts return and return system.
Finally, thanks to you, who are reading this article.