1. design by: joe o’donnell
Student Project. General Assembly UXDI Winter 2013

2. About the Product:
TrueSpirit is the country’s fastest growing internet retailer of fashionable school
uniforms and accessories for modern families. In addition to offering retro, or traditional
school uniform items, they also provide the latest in branded phone cases, backpacks,
hoodies and the like.
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About the Project:
The TrueSpirit project is a student assignment for a UX immersion course. The goal
was to create an overall design concept and execute an assortment of deliverables
which included a wireframes e-commerce website, a clickable prototype and
annotated design specification document.

3. click here for invision prototype link
login screen
product detail screen
added to bag

4. CASE STUDY

5. DESIGN RESEARCH
Method:
Detailed personas of customer stakeholders were provided. In addition,
interviews with frequent online shoppers was conducted.
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An analysis of other school uniform providers and fashion retailers
online was also performed.
Findings:
While there are no shortage of retailers who provide school uniforms,
there is a clear opportunity for disruption. A new, modern generation of
tech savvy parents and administrators understand simple, elegant
technology that helps to make their lives a little more simple.
Opportunities Identified:
Create a web-based platform for parents and administrators that:
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1). Makes it simpler to find their student’s approved clothes
2). Provides a more elegant, branded experience
3). Puts customers service first

6. DESIGN ITERATION | DESIGN HYPOTHESIS
ITERATION 1
Method:
The early wireframes were walked through with others.
Findings:
Most people didn’t have the imagination to really get a good feel for the site.
Was making something safe. Miserable.
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Opportunities Identified:
In creating a higher fidelity wireframe, there was higher fidelity feedback,
which led to better design.
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ITERATION 2

7. DESIGN ITERATIONS | PROTOTYPE
Method:
Created a prototype in invision that captured the
screen-based version of the experience.
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AWARENESS
Awareness of the product
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SET UP AND FIRST RUN
First time experience
- shopping around
- setting up an account
Core Product Experience
Completing the full profile
Finding and purchasing a product
Purchasing an item
Adding to bag
Checkout

8. THANK YOU
joe o’donnell
joe@inbrandmedia.com