Eternal Retro

Client : Eternal Retro

Deadline: 9 months

Role : UX/UI Designer.

PMM: Scrum

Group of 4 designers

Eternal Retro is committed to promoting a sustainable lifestyle culture. It offers quality, durable products and revives second-hand items, contributing to a more mindful and eco-friendly approach to shopping.

The goal is to make shopping more enjoyable and effortless for all.

The steps we took throughout this process included:

Defining user goals and requirements

Pinpointing challenges in the user experience journey and flow

Gathering insights through surveys, interviews, and competitive analysis

Developing scenarios and personas

Designing sketches, wireframes, and prototypes at various fidelity levels

Evaluating task success via usability testing

To reach this goal, we conducted a survey to gather insights on users' pain points, needs, and perspectives, receiving responses from 150 potential users in three languages.

After the survey, we carried out research interviews with open-ended questions to explore users' attitudes, preferences, opinions, and emotions in greater depth.

We then organized the feedback using an affinity diagram, which helped us highlight the key insights from the interviews.

Efficient Time Management: Successfully met project milestones and deadlines by implementing effective time management strategies.

Value Propositions

Revitalize Retro Chic: Infuse global fashion with revived retro aesthetics.

Empower Personal Style: Enable users to curate unique vintage looks with our thoughtfully designed products.

Commit to Sustainable Design: Ensure sustainability across our entire product design and shipping processes.

Promote Circular Fashion: Encourage a circular economy by offering customers the chance to buy and sell second-hand items, giving new life to our clothing and accessories.

Problem statement

Online shopping, despite its increasing popularity fueled by the pandemic, remains a challenging experience for many users. Key concerns include:
Uncertainty regarding product quality
Difficulty finding the correct size
Limited availability of sustainable and responsible brands
Challenges in coordinating clothing and accessories, particularly in specific styles

The challenges users highlight indicate a significant gap in the online shopping experience. There is a need for a product design solution that enhances confidence in product quality, improves size accuracy, promotes sustainability through brand visibility, and facilitates seamless coordination of fashion items to meet diverse style preferences.

Upon completing our research, we developed personas and user flows to answer the essential question, "Who are we designing for?"

These tools provided valuable insights into users' expectations, concerns, and motivations, allowing us to fine-tune our design strategy.

To create this product, we started by aligning business objectives with user goals and then developed a primary architectural plan. This plan was refined through the "HMW" statements, which aimed to address user needs while considering the tasks and technology required.

These "How Might We?" statements were specifically tailored to meet the needs of the Bella persona, with a focus on achieving business goals:

How might we assist Bella in discovering retro-style ideas based on her preferences?
How might we enhance Bella's experience of buying and selling second-hand clothing to make it more accessible and user-friendly?
In her search for sustainable brands, how might we enable Bella to easily grasp this value through the information architecture?

But there was a problem!

After analyzing the responses using an affinity diagram, we realized some questions didn’t align with the users' needs or address their specific challenges. As a result, we redefined the problem statement and made significant revisions to the survey.

We initially gathered insights from 150 potential users across three languages through a survey, followed by research interviews with open-ended questions to explore their attitudes and preferences. The feedback was organized using an affinity diagram to highlight key insights.

Competitive analysis

We conducted a competitive analysis with direct competitors to:
Identify market gaps
Assess competitors' strengths and weaknesses
Evaluate product advantages and disadvantages
Address usability issues
Formulate our go-to-market strategy
This research was instrumental in informing our approach and strategic decisions.

Sketches. Usability Test. Iterations

And voila! We began sketching the basic designs using pen and paper. This approach enabled us to capture numerous initial ideas and swiftly iterate on different screen variations.

After several iterations, we transitioned to designing mid-fidelity wireframes in Figma, enabling us to conduct an early usability test.

The test revealed pain points and flaws in the initial version, prompting us to integrate improved features for enhanced usability.

The feedback guided us to:

Revise the navigation bar for easier access to key value propositions like second-hand items and style ideas.

Refine the user interface elements, particularly on the home page, filtering, and product page.

Evaluate and implement a more effective layout for the payment section.

Usability tests

Throughout our design process, we conducted multiple usability tests. Interestingly, each test revealed valuable insights from testers/users regarding UX/UI features. These insights were instrumental in refining the design and enhancing the overall user experience.

We iterated repeatedly until arriving at the final versions of our design.

Prototype link

Solution statement

Enhance Digital Shopping Experience: Develop a user-friendly interface that mimics the in-store shopping experience. This includes detailed product views with zoom capabilities, intuitive navigation, prominent call-to-action buttons, and a streamlined checkout process to improve user satisfaction and ease of use.
Promote Sustainable Retro Items: Implement a curated selection of sustainable retro products, making them easily discoverable for users. Additionally, provide tools or recommendations to help users match these items with complementary products, fostering a cohesive and personalized shopping experience.
Facilitate Second-Hand Item Transactions: Create a platform that facilitates the buying and selling of quality used items under specific terms, encouraging sustainability and promoting a circular economy. Develop clear guidelines and processes to ensure transparency and trust between buyers and sellers, contributing to the longevity and reusability of fashion items.