Base
The app to shop for your everyday clothing essentials.
Junya Yashiki UX Lead
Tools: Figma, Photoshop, Illustrator
The product:
Shopping for wardrobe staples and basics should be easy and efficient. BASE aims to provide users with a solution that allows them to breeze through the shopping experience.
Project duration:
April 2022 - August 2022
The brief:
Provide four high fidelity mockups for login, general product page, detailed product page and checkout screen. Use minimal and effective design with warm neutrals and pastel colours.
My role:
UX researcher, wireframer, prototyper, visual designer.
Responsibilities:
User and competitor research, synthesizing data, wireframing and prototyping, testing and creating high fidelity mockups.
Competitor analysis
Understanding the user
Personas
Problem statements
Persona: Fiona
Problem statement:
Fiona is a freelance fashion stylist who works on various fashion shoots as well as stock photography shoots.
Often times, she will need to source unbranded,
basic clothing for shoots but she doesn’t have the time to filter through most e-commerce brands.
A lot of the time, when she does find some basics or unbranded stylish pieces, they are often either low
in quality and fit the models poorly or go over the budget for the shoot.
Conventional e-commerce is time consuming.
Quality and fit of what is currently available is cheap.
21
University degree
London
Fashion stylist
Age:
Education:
Hometown:
Occupation:
“Seeing the styles that I chose on shoots and in editorials has been hugely rewarding”
Goals
Not have to to filter through mulitple e-commerce sites to find the right clothing.
Buy basic/unbranded stylish clothing that is good quality but is still affordable.
Persona: Damian
Problem statement:
Cheaper clothing doesn’t stand up to the rigors of retail work and don’t have much time for online shopping and combing through online shops.
As a retail assistant, Damian has dress code to adhere to for work. Although he receives a uniform allowance from his work, a lot of the more affordable options do not fit him very well and the cheaper fabrics tend to deteriorate and fall apart quite quickly due to the amount of wear they are put through.
Due to being a parent as well, Damian doesn’t have a lot of time to be shopping online for clothes.
Age:
Hometown:
Family:
Occupation:
27
London
Son, Wife
Retail assistant
“My family is the most important thing to me and spending as much time with them is my priority.
Goals
Purchase stylish clothing essentials from one location easily and quickly.
Not need to replace clothes so frequently due to substandard materials.
Problems
Shopping for basic, unbranded clothing takes too long to find on particular e-commerce sites and is too overwhelming on others.
The affordable options fit poorly and are not of good quality.
Design Goals
Simple filtering for clothing categories.
Quick and easy checkout page.
As little taps/clicks as needed.
User Flow
A simple user flow was created to generate an idea of how the customer/user may navigate through the app.
Paper Wireframes
To understand what type of format would be best for the user, a quick round of paper wireframes were sketched. This method to start off the design is quick and easy so unappealing ideas can be scrapped without much investment.
Digital wireframes
A low fidelity wireframe was created to gain an understanding of usability, spacing and structure. Each wireframe went through several iterations in order to find the layout to best suit the brief.
Login/Welcome Page
All Products Page
Login/Welcome Page
All Products Page
Mockups
High fidelity mockups were created to better visualise the design and to start experimenting with the visual design and prototyping.
Click here for the working prototype.
Branding
Design Library
Design Library
Buttons
Cards
Design Challenges
To comply with WCAG standards and so that the design was accessible to all, the initial colour pallette had to change.
After experimenting with a number of colour options, the one that kept the initial feel was a darker and more saturated version of the original colour.
Efficiency
Being able to navigate through the app easily and quickly was a priority.
As the design and prototype gets worked on further and refined, I am confident this app will be easy to use, therefore convert into sales easier.
Accessibility & Testing
It was important to design this in a way that it is accessible to most. Further testing with a group of users with impaired vision could prove useful for the development of the app.