TryOut
A local store app that lets users order clothes and footwear for trial
Context
TryOut is a trial-based fashion app that lets users order clothes and footwear from local stores for home trials. This case study highlights my design approach, problem-solving process, and key decisions made while designing a user-centric trial experience.
Skills
UX Designer: UX research, Planning, Visual Design, Branding.
Timeline
2 weeks
Scenario
The fashion e-commerce companies like Myntra today offer the choice to the user from lakhs of items but they also face issues in returns due to the product not being according to the expectations of the user. There is a new hyperlocal fashion e-commerce app in town. This app shows you limited products but you can order those products and they will be at your home for trial in the next 1 hour. They charge you a mere Rs. 30 as the trial fees. In case you buy the product, the fees get adjusted in the price.
Large e-commerce companies like Myntra, Ajio, and Flipkart struggle to address the needs of users who want to try clothes physically before buying. While these platforms do offer return options, the process often takes time and isn't as immediate as users would like.
Design Process
Design a detailed design process to address the problem clearly and methodically. This process will guide me through each step, ensuring a structured approach to solving the challenge.
Begin with the Discover Phase
To gain a deeper understanding of the challenges in online shopping, I conducted an interview with a real user to identify the specific problems they encounter
Key insights
Frequent online shoppers due to convenience and time-saving avoids online shopping for urgent or premium purchases due to delivery delays.
50% return rate for online clothing orders due to issues with quality and fit.
Frustrated by slow return and exchange processes in online shopping. Prefers offline shopping for the ability to try on clothes and check quality in real time.
Desires faster delivery options similar to modern delivery services.
Survey
After identifying her pain points, I wanted to determine how many other users face similar issues. To do this, I conducted quantitative research through surveys, gathering data from 25 participants.
Enter into the Define Phase
By gathering user data, I gained a clear understanding of the problem, identified the target audience, and established objectives along with a business model to address their needs.
Objective
Establish a unique value proposition by addressing the gap left by major e-commerce platforms in terms of product trial and return efficiency.
Provide a seamless, quick home trial service that mimics the in-store experience, reducing the hassle of returns.
Online shoppers often face frustration with delayed return processes and the inability to try on clothes before purchase. There is a clear demand for a service that offers quick, same-day delivery and home trials, enabling confident purchasing decisions.
Develop Solutions
I brainstormed solutions, dug into the issue, breaking it down, creating scenarios, user journeys, low-fidelity prototypes, and then finalize the trial model and business metrics for the app.
Business metrics
Customer Adoption Rate: Measure the percentage of new users who utilize the home trial feature within their first week.
Customer Satisfaction (CSAT) Score: Assess customer satisfaction with the home trial and return process through post-purchase surveys.
Return Rate Reduction: Reduce the rate of returned products by ensuring customers are satisfied with their purchases through the trial feature.
Conversion Rate: Monitor the percentage of trial users who proceed to purchase after using the home trial feature.
Deliver final Screens
Main Navigation Screens
Product Browsing and Selection
Trial Period and Payment Completion
Checkout and Payment Process
I designed different screens with a solution approach and went through two iterations to improve the design. Design is an ongoing process, so it can always be refined further. I also set up a quick style guide to keep the UI consistent and create components. Here’s what else I worked on:
I hope you enjoyed exploring my design process for TryOut. This project was all about turning a concept into reality, with a primary focus on the trial model, while keeping in mind the need for a simple user-friendly interface and a smooth experience.