created with Alison Malamud
We wanted to design an app that would give users personalized style recommendations when shopping with ASOS. As of now most online fashion retailers do not have similar functionalities, only giving users general style guides or presenting them with shopable editorials. There are curated style-boxes that offer similar services but they are limited in terms of the type of styles it recommends to a user (primarily focusing on semiformal/officewear). This app will utilize a simple survey to gather information about the userʼs style in order to recommend pieces tailored to them.
In figuring out how what type of functionalities would work best for our product, we began identifying ASOSʼs competitors and style subscription boxes that offer similar services. According to online sources, ASOSʼs competitors consist of fashion retailers like H&M, Zara, Urban Outfitters, Topshop, and Forever 21. H&M, Urban Outfitters, and Forever 21 allow you to save items for a later purchase or in a wishlist, although these options arenʼt an alternative to personal styling. Out of all of ASOSʼs competitors, Topshop is the only one that offers personal styling services but it is only limited to their physical stores, no alternatives are offered for those who live out of range to a Topshop. Outside of these fashion retailers, there are curated style subscription boxes like Stitch Fix and Trunk Club that promise users a tailored shopping experience. To start the process, they ask users a long list of questions, gathering information on the users style preferences (i.e. preferred colors, sizing, clothing fit, clothing items, accessories) and measurements (i.e. height and weight). These initial surveys proved to be very extensive and possibly time consuming for an individual.
Because ASOS already is strongly marketed towards a younger audience, we decided to conduct user interviews with college students who were already interested in fashion and style. We asked users about their style preferences, shopping habits, and where they find style inspiration. Our user interviews revealed that users often shop a lot online already but express that there are discrepancies between an in-store and online shopping experience. The in-store experience offers users the ability to try on clothes and see how it fits them, while the online shopping experience gives the user access to a wider range of clothing that might not be available in-store. It may seem that the latter can be seen as an upside for online shopping but it can also be its downside. Users expressed that sometimes they are overwhelmed by the amount of products available in an online retailer, often having to search through various pages in order to find items they like. Furthermore, users expressed the difficulties they face when finding style inspiration. Many of them shared that they use websites likeInstagram and Pinterest to inspire their outfits, but that they find it hard to translate that when finding pieces online.
Ari is a college student that wants to be trendy and fashionable but has trouble defining her style when shopping.
*be able to find new style inspiration
*get up-to-date clothing recommendations
*find clothes that fit her style preferences
*too many clothing options to choose from
*does not have much time to shop
*unsure if the clothing will fit current wardrobe
After analyzing user interviews and reviewing competitive research, we concluded that our app would have to utilize a simpler version of the surveys we saw implemented on Stitch Fix and Trunk Club. In thinking about how we would translate this to a mobile version, we decided that instead of using text-only questions and answers, we would utilized images and buttons to create a more simplified and visual version of the questionnaire. This would allow for the app to gather some general information from the user in order to start making style recommendations. As the user uses the app more and makes purchases, it will start giving more and more tailored recommendations for the user based on their purchases.
ASOS already has a strong aesthetic, using a color scheme primarily made up of black and white, and a sans serif font for body text. In order to be in-line with their aesthetic, we opted for the same minimal colors and boxy buttons (mimicking the style and minimalism of their mobile app).