We Conducted and Analysed
UX Research for a Virtual Try-On Experience App

Project Overview

Overview - Try It On (T.I.O London)

T.I.O. aims to dominate virtual try-on with its user-friendly mobile app, lifelike 2D representations from user photos, precise attire suggestions, and extensive clothing options from various stores.

Project Timeline: January - March 2024

Tools Used: Figma

Roles: UX Researcher, UX & UI Designer

Problem

Startup with no brand presence exploring virtual try-on app market. Basic audience and design research done, but more needed to confirm audience. Insufficient evidence for app's alignment with user needs.

Solution

Researched T.I.O's target audience to grasp their needs. Analysed findings to identify audience, needs, opportunities, and pain points. Presented design strategy for brand positioning.

Concept*

Research & Planning

Impact and Value Added

User Research

Conducted 8 Interviews which helped establish user painpoints & needs

Data Analysis

Helped with decision making to speed up process

Team In Mind

Organise and label my design system for ease of navigation and use

Helped Redefine Design Strategy

Challenged ideas with insights from user research.

End Results

With my team we put together a design strategy for brand positioning

Research & Planning

Competitor Analysis

Key findings from Competitor Analysis

Competitor Analysis

U.S.P

Advantages

Disadvantages

  • Designer Clothes

  • Digital try on in realtime

  • Connected to some big brands like John Lewis and French Connection

  • Plug in options for enterprises

  • Privacy and security includes 2 way encryption

  • Accessories try on app

  • None discovered

  • Free

  • Iphone

  • On social media

  • Add sizes for shopping

  • Free

  • On social media

  • Good selection of brands

  • You can add your waist, bust, leg length etc

  • Free

  • Iphone, Android

  • On social media

  • Can add height and weight for accuracy

  • Share photos on social

  • Free

  • On social media

  • Shop on platform

  • Real time face photo

  • Free

  • On social media

  • Shop on platform

  • Can add sizes etc

  • Limited range of designer brands

  • Can not add sizes for try on

  • No mobile app

  • Purchase clothes on 3rd party platform

  • No outfit/photo storage / no account feature

  • Purchase clothes on 3rd party platform

  • They use some advertising

  • Web based try on/ use of mannequin

  • Just Prada accessories not clothes

  • Own brand only for clothing choices

  • Web based only

  • All apps are free to use

  • All on social media

  • Some give you the ability to add your measurements

  • Some send you to 3rd party platforms to make purchases

Research & Planning

Stakeholder & User Research Summary

We collectively took notes from our call with the Stakeholder to establish his thoughts and goals for a number of key areas related to Try It On.

Key Findings from the Stakeholder Interview


Application
Offering diverse brand clothing for try-on, using AI to virtually model clothes on user pictures. Operating solely as a try-on app, aiming for investor and Google app launch by August 2024.

Target Audience
The target age is approximately 25-35, open to all genders but with a focus on female shoppers. Initially UK-based, with plans for later expansion to the US.

Security & Privacy
Uploaded photos aren't stored on the device. Location data is only used for store localization, not shared otherwise.

Monetisation
The app relies heavily on Google Ads for advertising. Clients pay for visibility.


Key Takeaways From User Interviews
20 + People Interviewed By Our Team

Measurements
Users emphasised the importance of adding personal measurements like height, waist, and bust to improve the AI's accuracy in mapping clothing onto the body. They were unsure if the accuracy would be there with out this option being in place.

Push Notifications
The majority of users explained that they would prefer to receive emails rather then push notifications. They feel that it is a more controllable method to receive information from the app and less intrusive.

Multiple Angle Photos
Users want to upload multiple photos from various angles to improve AI's clothing mapping. They believe this will enhance the experience, aiding in better fitting and appearance assessment.

Shopping Habits
Most users shop online for ease and like sites with accurate sizing guides. Most users shopped from their phone had no issues with site interfaces.Typically users shopped online once every one to two months for clothes.

Research & Planning

User Personas & User Stories

We constructed a number of user personas to reflect the apps target audience and show the kind of goals, frustrations needs and motivations that users may have.

Below are user stories for each of our personas. Each user story reflects on the personas lifestyle, what they need from the try on app and what needs to be implemented to meet their requirements

Research & Planning

Experience Mapping

Key findings from Experience Map

  • Concerns about privacy and how the app uses data

  • Hopes the app is intuitive and has a glitch free try- on experience

  • Opportunity to add the ability to input measurements

  • User wants a wide range of clothes, specifically brands he likes

  • Utilise to ability to monetise purchase links

  • Provide the ability to purchase products in app

User Testing

User Testing - End Process

Key findings from Usability Testing

Tests Revealed

Extra postage costs when redirected to third-party sites for purchases

I Identified

Preferred end process

Tests Revealed

Necessity for an offline viewing version of the shopping list

I Identified

Areas for improvement

Tests Revealed

Extra postage costs when redirected to third-party sites for purchases

I Identified

I adjusted the layout placement, added extra info, and enhanced usability.

User research revealed focus areas for usability testing, notably the app's limitation to try-on experiences without in-app purchasing options. Two processes below were tested:

Process 1 - Shopping List
Adding products to a shopping list and purchasing through third-party links.

Paper Sketches

Design would build upon previously added products to the saved list. Feedback informed the transition to wireframing.

Low Fidelity Wireframes

I transformed sketches into Figma wireframes, refining designs and gathering feedback to improve usability.

Hi Fidelity Wireframes

I created high fidelity versions of the for this process to demonstrate what it could look like.

Process 2 - Purchase In-App
Completing the entire purchasing process, from adding items to delivery and payment details, to placing orders.

Paper Sketches

I designed page layouts based on user testing feedback, iterating through multiple versions to improve usability.

Low Fidelity Wireframes

I produced low-fidelity wireframes in Figma from sketches, refining designs and receiving feedback to enhance usability.

Hi Fidelity Wireframes

I generated high-fidelity versions to visualize the potential appearance of the process.

Concept

Accessibility

Text Sizing

Text sizing for the app concept screens maintained a minimal pixel size of 16px to meet WCAG compliance.

Colour Contrast Testing

Concept: Even though a design had not been created, I wanted to add a little colour to my end process to demonstrate what the app could look like. I also tested the colours to make sure they met WCAG AA compliant.

I chose colours that felt modern and thought would fit well with the brand but also were WCAG AA compliant. This takes into consideration people with accessible needs.

Colour Blindness Testing

It is important to remember that users may have visual impairments where they see colours in different ways. I ran colour blindness tests to identify how designs would look to people with red, green and monochromatic colour blindness

Red Appears Weak

Green Appears Weak

Colour Appears Weak

Conclusions

Next Steps

What went well

  • As a larger team we interviewed a large group of people giving us better results

  • We pinpointed key focus areas and identified others needing more research.

  • We built upon the Stakeholders' initial research, pinpointing the target audience and providing suggestions to broaden it across different age groups.


What could have gone better

  • Due to company being a startup we had little to work from. Had we had more idea about the companies values, tone etc we could have applied this to our research.


Next steps

  • Continue research Into target audience

  • Leverage unique brand attributes to differentiate from competitors and create a memorable brand identity.

  • Encourage customer feedback and community building
    to create a loyal customer base and improve product offerings

  • Strengthen partnerships and collaborations to expand
    brand visibility and tap into new markets


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