This document outlines the design process for a personal styling service's website and mobile app. It describes prototyping different user flows and style profiles based on user testing. Key findings from testing included simplifying measurements, clarifying navigation, and improving body type questions. The document also discusses creating personas to represent different customer types and organizing style profile sections through card sorting. Overall, the goal was to learn what information stylists need while reducing friction for users.
2. | WHAT IS IT?
‣ Personal Shopping: Stylists shop to accommodate your
personal style, and bring the clothes to style you directly in
your home.
‣ Closet Audit: Stylists organize / style your existing closet
$99 Monthly Subscription Service for Unlimited Appointments
with Stylists
3. | THE BRAND
People who have the money
but don’t have the time to
shop and work on their style.
1. Increase signups
2. Improve Stylist Efficiency
3. Sales Conversions
Mid 20’s to 40’s busy business
professional woman who live
in Manhattan.
Target Audience: KPIs:
4. | AREA OF OPPORTUNITY
Clients skip/avoid creating a style profile because of its
lengthy process.
Without a style profile, stylists are unable to provide an
optimal experience to the clients.
5. | COMPETITOR USER FLOWS
View Landing
Page
How do you
dress for
work?
How do you
like your shirts
to fit?
What is
your shirt
size?
What is your
height?
View Signup
Get Started
Where do
you shop?
What is your
shoe size?
Select store/
brand
Select size
Select Casual,
Business,
Formal
Select Slim
or
Classic
Select size
Select
number
Type First
name
How do you
dress when
going out?
How do you
like your
pants to fit?
What is your
waist size?
What is your
weight size?
Type Last
name
Select Casual,
Bold,
Dapper
Select Slim,
Straight,
Relaxed
Select size
Select size
Type Email
Address
Type how
you heard
about them
Type Phone Type
Password
Clothing Fit / Brands
Your Style
Your Size
About you
Signup
View Landing
Page
Signup
form
Welcome
Page
Get Started
Dress size
Select bra size
How did you
hear about
us?
Save
Select
dress size
Select
shirt size
First name
and last name
Date of birth
Email
Heigth
Zip code
Weight
Sign up
Your style
Your preferences
Your style
About you
Select top
body fit
Select
jean style
Select
bottom body
fit
Select
curvy
Select
jean size
Select
jean length
Select
jean rise
Select
proportions
Select
opinion on
style 7
Select
opinion on
style 1
Select
occupation
Select
opinion on
style 2
Select
mom
Select
opinion on
style 3
Select
pregnant
Select
opinion on
style 4
Select
occasion
frequency
Select
opinion on
style 5
Select
occasion
focus
Select
opinion on
style 6
Select
apparel to
avoid
Select
jewelry to
avoid
Select
ears
pierced
Select
pants or dress
Select prints
to avoid
Select
adventurous
Select styles
to add
Fill in
Pinterest
Fill in
Linkedin
Select
flaunt or
covered
Select
jewelry style
Select
budget
Select
jewelry tone
Select
materials to
avoid
Select colors
to avoid
Your style
Your social info
Your style
Fill in
Twitter
Fill
final thoughts
Select
Save
6. |
View Landing
Page
How do you
dress for
work?
How do you
like your shirts
to fit?
What is
your shirt
size?
What is your
height?
View Signup
Get Started
Where do
you shop?
What is your
shoe size?
Select store/
brand
Select size
Select Casual,
Business,
Formal
Select Slim
or
Classic
Select size
Select
number
Type First
name
How do you
dress when
going out?
How do you
like your
pants to fit?
What is your
waist size?
What is your
weight size?
Type Last
name
Select Casual,
Bold,
Dapper
Select Slim,
Straight,
Relaxed
Select size
Select size
Type Email
Address
Type how
you heard
about them
Type Phone Type
Password
Clothing Fit / Brands
Your Style
Your Size
About you
Signup
View Landing
Page
Signup
form
Welcome
Page
Get Started
Dress size
Select bra size
How did you
hear about
us?
Save
Select
dress size
Select
shirt size
First name
and last name
Date of birth
Email
Heigth
Zip code
Weight
Sign up
Your style
Your preferences
Your style
About you
Select top
body fit
Select
jean style
Select
bottom body
fit
Select
curvy
Select
jean size
Select
jean length
Select
jean rise
Select
proportions
Select
opinion on
style 7
Select
opinion on
style 1
Select
occupation
Select
opinion on
style 2
Select
mom
Select
opinion on
style 3
Select
pregnant
Select
opinion on
style 4
Select
occasion
frequency
Select
opinion on
style 5
Select
occasion
focus
Select
opinion on
style 6
Select
apparel to
avoid
Select
jewelry to
avoid
Select
ears
pierced
Select
pants or dress
Select prints
to avoid
Select
adventurous
Select styles
to add
Fill in
Pinterest
Fill in
Linkedin
Select
flaunt or
covered
Select
jewelry style
Select
budget
Select
jewelry tone
Select
materials to
avoid
Select colors
to avoid
Your style
Your social info
Your style
Fill in
Twitter
Fill
final thoughts
Select
Save
COMPETITOR USER FLOWS
How do you
like your shirts
to fit?
What is
your shirt
size?
What is your
height?
Where do
you shop?
What is your
shoe size?
Select store/
brand
Select size
Select Slim
or
Classic
Select size
Select
number
How do you
like your
pants to fit?
What is your
waist size?
What is your
weight size?
Select Slim,
Straight,
Relaxed
Select size
Select size
Clothing Fit / Brands
Your Size
About you
7. | USER FLOW
View Landing
Page
Profile Start
View Blouse
Info
View Dress
Info
View Shoe
Info
View Pants
Info
Get Started?
Continue
View
Selection
View
Selection
View
Selection
View
Occupation
View Where
You Shop
View Style
you like
View Night
Style
View
Selection
Blouse
Pants
View Size,
Budget,
Proportions
Date of Birth
Select Budget
Select
Budget
Select
Budget
Select Budget
Select Size
Select Size
Select SizeSelect Size
Height Weight
Add
Add
Add
Continue
Add
Select
Shoulders
Select
Occupation
Select Night
Style
Continue Select Shops Continue Go to Next
Page
Continue Select Styles Continue
Select Arms Select Torso Select Hips Select Legs
Dress
Shoes
View What
Would You
Wear
Continue
Shoulders
Select Work
Arms
Make
Selection
Continue
Mid Section
Continue
Continue
View Flaunt
Page
View What
Looks You’d
Wear
View FitContinue Make
Selection
Continue Select Top Fit Select
Bottom Fit
View Jeans
Continue
Select
Cocktail
Back
Select Jean
Rise
Cleavage
Select
Casual
Body Type
Select Jean
Size
Legs
Select Date
Night
Select Type
View Colors Select Colors Complete Thank You
Page
Rear
View
Occations
OKMYOUTFIT
10. | INITIAL USER TESTINGS
“
I have to get
started again?”
“What?!”
This is
long…”
“I like this”
COMPLETESTART MIDDLE
User is confused by
characterizing
measurements by
words and not number
User likes being able
to select brands she
likes/shops at
User is unhappy about
the “get started”
button at the end
“
“I would wear orange
but not THAT orange”
“Why is there a
styling fee?”
“I hate it when they make me do this
kind of stuff”
“See that makes more
sense to me”
COMPLETESTART MIDDLE
User is confused by
the shades of colors
represented
User hates it when
she has to pick a
celebrity style
User likes the looks
page and the evening
styles
“I don’t know why I
have to select a color
to avoid”
“Shouldn’t the stylist
know what fits me.”
“Jean fit is very
important to me.”
START COMPLETEMIDDLE
User thought that a
stylist should figure
out this information
User was very
impressed that they
asked about jean fit
User was opened to
any color and couldn’t
make that selection
‣ Users are confused on characterizing proportions in words
‣ Some questions are specific to each appointment
‣ Users have no idea when the process will be over
11. | CLIENT INTERVIEWS TAKEAWAYS
‣ Would like to give stylist tastes, comfort
zone and fit
‣ Believes results would be better with
meeting in person
‣ Would like to give stylist images of outfits
she likes, price range and occasion
‣ Would like the stylist to understand her
personality
12. | STYLISTS INTERVIEWS TAKEAWAYS
‣ Needs the most up-to-date full body
pictures, correct proportions, and sizes
‣ Needs to know their shopping habits
‣ Wants to know lifestyle (weekend life/work)
‣ Would like to know how clients want to
present themselves to others
14. | MEET LORI & SARAH
Features Needed
‣Skip Questions
‣Have option to first meet /
talk to stylist personally
Features Needed
‣Quickly fill out Style Profile
‣Know what part of process
she is in / # of questions left
Independent ShopperSocial Shopper
“I like to send pictures of my
outfits to my friends for advice”
“When I’m shopping alone,
I’m on a mission”
LORI SARAH31 Y.O. | Marketing 26 Y.O. | Advertising
20. | OPEN CARD SORTING
We asked users to group questions by
category.
We categorized their notes into a table.
21. | STYLE GUIDE NAVIGATION
ABOUT YOU STYLE BODY PREFERENCES
Initial sketch
Final mock up
22. | STYLE GUIDE NAVIGATION
How we designed
the style profile
23. | MAJOR RE-DESIGN
Original design
appointment type
3rd iteration
appointment type
“Why can’t the
stylist meet me
and take my
measurements.”
“I like how it tells
me what’s
required.”
24. | USER TESTING FINDINGS
Original design
budget pages / occasion
3rd iteration
schedule an appointment
“It should be a
maximum, and not
a general range.”
“I don’t
necessarily
know these
icons are
clickable.”
25. | USER TESTING FINDINGS
Original design
flaunt or covered?
3rd iteration
confident?
2nd iteration
confident or hide?
“Flaunting my arms?”
“When I hide it, it doesn’t mean I’m not
confident.”
26. | USER TESTING FINDINGS
“I don’t agree with anyone being
average. I think that’s weird”
“What are these sizes
in relation to?”
Original design
proportions
2nd iteration
proportions
27. | USER TESTING FINDINGS
“Why’s it so abstract with
the shapes”
Original design
body type
3rd iteration
body type + proportions
28. | NEXT STEPS
‣ Test the placement of requesting credit card and sign up.
‣ Test the Closet Audit flow.
‣ Research body type question. Interview stylists and body
image experts to create a question that is positive to users and
helpful to stylists.
‣ Change copy on “How it works” on the Home page to explain
the service clearer and test it with new users.