USER RESEARCH  | PROBLEM ANALYSIS |  DESIGN THINKING | PRODUCT INNOVATION  |

Duration: 12 Weeks, 2021

Type: Passion Project

Tools: Figma, Miro

Project Overview

Palettify is an online fashion platform that offers personalized clothing sets and looks based on customized styles and color combinations.

It aims to simplify the browsing and purchasing process while boosting user confidence. Users can curate outfits trough mixing and matching items on the platform, save to their board, and share with followers.

They can interact socially by following each other, exploring influencers and friend’s curated looks, customize it to their own style and purchase the outfit with confidence.

DISCOVERY

INTERVIEW

9 Participants

Research Objective: To understand customer’s intentions, motivations, expectations and challenges while shopping for fashion online.

Insights

<aside> <img src="/icons/light-bulb_red.svg" alt="/icons/light-bulb_red.svg" width="40px" /> For some participants, shopping for clothing is both a hobby and a source of joy.

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<aside> <img src="/icons/light-bulb_red.svg" alt="/icons/light-bulb_red.svg" width="40px" />

Online shopping often lacks the inspiration, joy, and engagement offered by in-store shopping.

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<aside> <img src="/icons/light-bulb_red.svg" alt="/icons/light-bulb_red.svg" width="40px" /> For the rest of the participants, shopping for clothing is a challenging task due to lack of time or confidence in selecting the right items.

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SURVEY

85 Participants

Objectives: To collect detailed data on the challenges and pain points customers face while shopping for fashion online

Insights

<aside> <img src="/icons/light-bulb_red.svg" alt="/icons/light-bulb_red.svg" width="40px" /> Users feel lost among hundreds of open tabs and cannot make a final decision to purchase.

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<aside> <img src="/icons/light-bulb_red.svg" alt="/icons/light-bulb_red.svg" width="40px" /> Users hesitate to purchase due to uncertainty about how to use the apparel in their outfit.

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<aside> <img src="/icons/light-bulb_red.svg" alt="/icons/light-bulb_red.svg" width="40px" /> People are unconfident in curating outfits and wearing uncommon colors.

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Take away from User Research

Insights from Interviews Revealed 2 Distinct User Types.

FASHION AVID & SHOPPING CHALLENGER, each facing unique issues and motivations.