JUST Clothing

  • UX / UI
  • Prototyping
  • Web Design
  • Front End Development

Our task was to create a fictional subscription box service focusing on gender neutrality. Even though the gender-neutral clothing market is growing compared to how it was the past few years, people, primarily those with female bodies struggle to find clothes that has a gender-neutral look but also fit them as well.

Based on research lead by survey results and user testing, Vaughn Meldrum and I brought each of our skills together and developed a webpage using Wordpress along with the whole onboarding process for the service.

Duration

6 weeks

Roles

Prototyping | Web Design | Frond-end Web Development

Tools

Photoshop | Illustrator | Adobe XD | Wordpress | (Dreamweaver)

Collaborators

Vaughn Meldrum

Problem

Nowadays, there are a number of people who prefers to dress in a gender-neutral way. Also called "unisex" or "androgynous" fashion, the gender-neutral aesthetic is about avoiding female/feminine markers and male/masculine markers. A person of any gender can use anything from this aesthetic without looking like they are mixing gender markers. Even though the marketplace is growing to meet those people's needs, shopping for gender neutral clothing in brick and mortar store is still often a stressful experience for a large part of the demographic.

Goal

Create an ecommerce system for gender neutral dressers that bypasses the problems with brick and mortar stores. Create and develop a new sizing convention that covers a wide range of physical considerations. Establish a inclusive brand identity that ties in with the aesthetic of the demographic.

Solution

JUST Clothing is a subscription box service along with an ecommerce system that features their own branded clothing targeted towards gender neutral dressers. In order to offer a wide range of sizing that fulfills the needs of various users and their diverse preferences, we created cut options for all clothing items in addition to standard sizing. To make sure that the users are on track with the idea of subscription box models and what the brand delivers to the users, special consideration has been given to educating users through the onboarding process for the service. JUST Clothing is a service with a flexible system that offers clothing to an underserved market.

"Gender neutral clothes are so hard to find!!
Difficult to find for adults, but even more so for kids. Challenge for adult clothes: getting something that fits correctly. Challenge for kids: enough with the pink princesses and gender-reference slogans already."
– Gender Neutral Dresser Interviewee

User Research

Survey

My partner and I conducted research to better understand the needs and problems that gender neutral dressers currently face with the existing marketplace. By reading articles and conducting a survey, we were able to establish these key takeaways from the online survey results of more than 30 participants.

  • The majority of gender neutral dressers identify as women.
  • The average user falls between the ages of 25 - 50 years old.
  • These users tend to shop at department, brand, and thrift store & online. None were particularly well versed with clothing subscription box models.
  • There is a focus on function & classic style when they shop for clothing, as opposed to brands names.
  • Make buying decisions based on style, practicality, fit & utility.
  • Tend to make 2 - 3 major shopping trips throughout the year, do not usually shop as a form of leisure.

Pain Points and Gains

We also included questions in the survey regarding users' pain points and desired gains in regards to current experiences they have with retail and shopping for clothing.

Pain Points

  • Fit is often inconsistent, baggy, or shapeless. Those interviewed were not, for the most part, interested in wearing clothes that obscured their shape.
  • There is not enough consideration taken into account for varied or larger body shapes and sizes, especially in the bust and hips area when it comes to gender neutral clothing.
  • Most users have to spend a lot of time looking and shopping in both the men’s and women’s section to meet their needs.
  • Spending time shopping multiple times per year feels like a waste of time and isn’t very engaging.

Gains

  • Want accesses to classic, durable, and versatile styles. Not looking to be edgy or push the envelope.
  • Interested being able to skip brick and mortar stores all together and shop online, as long as there is a good fit and easy return policy.
  • Having a variety of sizing and cut options.
  • Access to sales staff or stylist who are sensitive to their style or are gender neutral dressers themselves.

Personas and Empathy Maps

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Melissa

Age: 36

Melissa lives in Chicago with her girlfriend Billie and works at the Field Museum of Natural History making $70,000 dollars per year. She doesn’t particularly enjoy shopping and prefers to do so only a few times per year.  When she does shop, she often prefers to do so in store, as opposed to online. She doesn’t trust that clothes coming from an online shopping experience will fit her, and doesn’t dealing with complicated returns. 

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Kyle

Age: 24

Kyle is a transman who lives in Seattle and works as a software development engineer making $80,000 per year. He often has a hard time finding masculine skewed clothes that fit his body and also hates dealing with fitting rooms when he’s shopping in store for clothes. He prefers to shop online due to his high tech fluency, and the anonymity, and overall convenience of not having to leave his house.  Kyle especially wants to become more stylish, but is nervous and unsure how to do it. 

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Lindsey & Mike

Age: 30s

Lindsey and her husband Mike live in the San Francisco area where they both work for the National Park Service, making a household income of $100,000 per year. They are a young family with a daughter and son in elementary school. As a family, they try live a value oriented and gender free life as much as possible. Time and convenience are a big selling factor for them, and no one in the family particularly likes spending a day out at the mall.

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Website

Whiteboarding

As the website being the first contact for most of our users, it is very important that the website makes a very clear statement about JUST Clothing's values and what is offered to the users, clearly describe the system of the subscription box model, and drive users towards signing up to the service and ordering their first box. Through a whiteboard session my partner and I determined the importance of having a difference in content for visitor versus logged-in states.

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To meet the various sizing needs of our users, we introduced a new sizing method based on cut and size. There is no distinction made between naming a gender in regards to sizing.

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Final Solution

For the final solution, I coded and developed a responsive website though Wordpress by building a custom theme using php file structure. By dividing up the work as me on front end development and my partner providing the content (imagery, copy, icons), we were able to achieve a efficient work flow which enabled us to deliver the end product in a short amount of time.
Eack image links out to the live demo of the actual coded website.

▾ Front Page

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▾ Logged-in State

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▾ Product Detail Page

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Account Creation

Whiteboarding

Since we discovered through the survey that subscription box methods were not as well known by our users and a traditional binary sizing system is still going to be needed but approached in a more nuanced and inclusive way, my partner and I decided to solve those problems in the in-browser onboarding and account creation process. We started by whiteboarding to determine key tasks and general user flow.

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Prototype v1

Next, using Adobe XD I created a clickable prototype to test with our users. This is a version of prototype I created, and my partner created a different version to do an AB testing where my prototype had fewer steps with longer screens, and my partner's had more steps with shorter screens, and experimented how users respond to each of the versions in terms of usability and experience. This first round of testing gave us valuable insights on users ability to describe their personal style and input sizing information. I found that a number of testers were confused by selecting a style from snapshots, which was also a part of the AB testing. General interaction with inputting sizing, especially using sliders, proved to be a bit confusing and cumbersome.

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Prototype v2

Through the first round testing we discovered that users respond better to having more steps with a shorter page compared to having shorter steps with longer pages. We cherry picked the content of the two prototypes as well as fixing areas where most of the testers were confused by, including terminology. Users' understanding of the subscription box model and selecting a plan proved to still be confusing.

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Final Solution – Account Creation Prototype

For the final solution, problems that users tended to encounter such as entering pant sizes and bra categories were simplified. Below is the video that runs through the final clickable prototype.