Website Redesigning, UX/ UI. User Research
Tailorman – Custom clothing marketplace (physical and online)
Tailorman is a leading ecommerce platform that provides made-to-measure business wear and apparels online. Its key unique key feature is the product customization tool that allows users to custom order apparels or book a tailor visit at home, for made-to-measure clothing.
Most of our customers were online and particularly ordered custom clothing and booked appointments with tailors for a complete personalized experience. But, there was a major problem – we had really high bounce rates on our website. Majority of the revenue was sourced from repeat customers and those loyal few who accepted the poor experience of our webstores. Most of the problems that plagued Tailorman were interlinked. The portal lacked a structure, it was infact built like a randomly placed lego blocks with no design or user experience strategy.
A complete redesign and shift in UX/UI strategy of the web store, and the popular made-toorder feature that has won Tailorman accolades in India.
Lead UX/UI designer
Construct empathy maps: A focus group of customers, experts and stakeholders was created. And explore answers to key questions – What are the success goals of the three groups? What are users trying to achieve from Tailorman? What is the competition doing right? What is the competition doing wrong? Equipped with these valuable insights through research and focus groups, we created Tailorman 2.0. Tailorman in India is a leading marketplace for custom clothing and made-to-order apparels.
To understand the needs and pain points of users and the current state of key players in the made-to-order landscape, I defined by research objectives into 3 categories:
1. Uncover and define people’s behaviors when they visit a brick and mortar store.
2. Identify and define common behavior’s when ordering made-too-order products online
3. Determine likes and dislikes, preferences over aversions in both shopping experiences
4. I also studied other industries which offered made-to-order products such as shoes and
brands such as RapaWalk and what users liked about them
Conducted secondary research to understand demographics, developments, opportunities and challenges in the apparel ecommerce space. I sifted through numerous articles, case studies, industry standards, and user inhibitions and expectations while ordering made-to-order products.
Among the hundreds of made-to-order online tailor stores, I narrowed down to the top giants in India and I also performed analysis of indirect competitors such as Amazon, ebay and Ali express.
To curate the UX / UI I created a focus group with a couple of users in Bangalore. We had a mix of new users and repeat customers and we asked them about their shopping experience at Tailoman and ecommerce platforms in general. There were a few assumptions we began with, for instance – Users prefer online shopping vs a visit to a physical store, users are spoilt for choices – more the choices and customization possibilities, better the chances of ending up buying a product, price and quality are the most important buying considerations, people prefer touching and feeling a premium product before spending their stash.
Clustering responses from various users gave us very valuable insights that could be
constructed for Tailorman. Through this process, I identified several user needs
1. Social media integration – Users love opinions of family and friends on their purchase decisions. A huge surge in 2016-17 were social media platforms – Instagram, pintrest, whatapp etc. Ability to share products they liked was very important to users in the focus group.
2. Ease of product navigation – A new era of customers were evolving, mobile responsive designs were an absolute. I looked at some world class organisation and tried to find out what really matters to customers and what really sticks. This identification helped us define the design and navigation flow that met users goals.
3. Customer service – The biggest reason why brick and mortal stores exists is the ability to touch and feel a product and get assistance in store with various size options. While the former is a blanket limitation for all ecommerce stores, the later could be worked out with existing technology and custom sizing tools (made-to-order) could be created. This was our Aha! Moment. We had uncovered a breakthrough feature for Tailorman that could provide an xemplary shopping experience for online customers.
4. Painless checkout – Checkout processes are painful when done bad. Some users had average wait times upto 2 minutes to check out a product. Reducing processes around checkout with the help of existing technological solutions and well integrated payment gateways was a one-click painless way to go for Tailorman.
Gathering inputs from all stakeholders, I successfully identified all needs. To design the solution, I reflected on the business goals, customer goals and technical considerations. I then identified the common goals and decide on which product features were most necessary for prototype
Some of the Technical considerations were Online chat support integration Mobile device responsiveness that looks seamless across all platforms Well integrated promotional campaigns to be embedded within content
I created a high-level list of site features to further define and guide the vision for the product. Prioritizing the features with supporting research created a clear order of execution.
Site Map & Taskflow
Using insights and ideas generated through our focus group discussions and research, I created the initial set of wireframes to stitch the learnings together. During this process, I redesigned the content, the layout, filtered-essential vs non-essential information and also incorporated all user and business goals in a technical feasible way. This initial mock up served as a guide to create my digital wireframes in Adobe Illustrator.
After continuous feedback and several variations of low fidelity wireframes, I reach a point where I was ready to supplement my low fidelity wireframes with images, typography, menus etc. using Adobe Photshop. Usability testing was done with the another set of user participants, aged 30-63, and were different scenarios – e.g to book a tailor visit for made-to-measure suit, to order a custom suit, to find a blue shirt and white trousers, add them to wishlist and move to cart, add multiple products into cart and bulk checkout.
The design style allows customers to select fabric, size, fitting, styling and add to cart in a few clicks. The marketplace section also showcases various readymade products and associated details in an intuitive interface.