BAG is a personalized clothing subscription service primarily for men, offering unisex options for everyone. The project focused on solving the problem of limited appealing options in the men's clothing subscription market. I worked on this project over a span of 4 weeks as the sole designer, responsible for research, design, and testing.
My Role: UX/UI Designer
Tools Used: Figma, Adobe XD, Canva
Duration: 4 Weeks
Methodology:
Conducted interviews with 5 potential users to understand their clothing preferences, shopping habits, and frustrations.
Developed a survey sent to all participants with a 100% response rate to gather insights on how people view subscription services.
Interview Questions included:
“Have you ever used a clothing subscription service before? If so, what prompted you to try it?”
“Can you walk me through your typical shopping experience? How often do you shop for new clothes?”
“What frustrations do you encounter when shopping for clothes?”
“How important is personalization in a clothing service to you?”
“What price range would you consider reasonable for a subscription service?”
Key Insights:
Many users felt overwhelmed by online shopping choices and struggled to find clothing that suited them.
Convenience and personalization were the most valued factors for a subscription service.
3 out of 5 participants mentioned they’d be willing to pay more for items tailored to their style without the hassle of shopping.
User Interviews
User Testing
User Surveys
Using the information gathered from my research I was able to:
Understand user frustrations and preferences regarding men's clothing subscriptions.
Identify the importance of personalization in curating clothing options tailored to individual styles and sizes.
Highlight the demand for sustainability-focused offerings, particularly among eco-conscious users.
Gauge user interest in a subscription model that balances affordability and quality.
Explore the features users find most helpful, such as simplified dashboards and clear wardrobe navigation.
Pinpoint key pain points in the current shopping experience, such as decision fatigue and inconsistent sizing across brands.
Competitive Analysis
Define
I took an iterative approach throughout the project, where I would design, gather feedback, and revise based on user input. The process was not linear but constantly evolving based on test results.
Deliverables Created:
Personas developed based on user interviews, reflecting key characteristics like fashion-savvy individuals with busy schedules.
Sitemap that laid out the core sections of the website and app: Sign Up, Style Profile, Wardrobe, and Help Center.
User Flows designed for tasks like signing up for a subscription, filling out the style profile, and checking the wardrobe.
User Personas
Site Map
Design
Wireframes: I created both low-fidelity and high-fidelity wireframes to prototype the experience and gather early feedback. Early sketches focused on simplifying the user journey and making the site/app intuitive.
Branding: The branding focused on clean, neutral colors and modern typography to appeal to a majority male audience. I chose a complimentary color palette with accent colors to bring attention to key actions.
UI Components: I designed reusable components like buttons, dropdowns, and form fields, ensuring a consistent experience across the site and app. These were built into a UI kit for drag-and-drop use during prototyping.
Favorite Design Process: The wireframing stage was my favorite because it allowed me to test and iterate quickly. I enjoyed seeing how the structure of the site evolved based on user feedback.
Test
User Flow
Testing Methods:
I conducted a usability test with 5 participants. I used both low and high-fidelity interactive prototypes to observe how users interacted with key tasks, such as signing up, completing the style profile, and navigating the wardrobe.
Insights:
4/5 users successfully completed the sign-up process with ease.
1 user struggled to find the wardrobe section, indicating the need to adjust navigation clarity.
Feedback suggested that the style profile questionnaire could use clearer examples for style preferences.
Prototypes:
The prototype used for testing is live and functional.
Conclusion
Challenges:
One of the biggest challenges was ensuring the design was simple enough for users to navigate while offering enough flexibility to personalize their style preferences. Balancing simplicity with personalization required multiple iterations of the style profile and dashboard layout.
Learnings:
I learned the value of continuous user feedback and the importance of designing iteratively. Each test cycle offered new insights that helped shape the final product. Going forward, I plan to apply this iterative approach to all future projects.
Proud Moment:
I'm most proud of creating a user-centric design that balances personalization with simplicity. The final product not only performs excellently but also has a stylish and visually appealing appearance.
