Design | Research | A/B Testing | Vendor Assessment
Figma | FigJam | UserTesting.com
E-Commerce
Fashion | Retail
Brand Ask
To answer this question, we embarked on an extensive journey of iterative research and design. A detailed look at the websites’ UX metrics showed surprisingly low engagement with our newly added 3D viewer, an emerging e-commerce tool, that came to be the main focus of this assignment.
With a firm gauge on KPI’s, we conducted a comprehensive competitive analysis of leading outdoor wear brands: their websites, mobile apps and in-store experiences. This enabled us to gain valuable insights into industry trends and identify areas for improvement on our clients site. Augmented Reality was a trend we frequently came across within the realm of e-commerce websites, specifically 3D-viewers.
By delving into these cutting-edge technologies, we aimed to enhance the online shopping experience for outdoor enthusiasts, making it more immersive, interactive, and engaging. Before design solutioning, we connected with 3 major vendors for a solid understanding of AR capabilities and to compare pricing packages, to access which vendor is best for our brand.
In the phase 1 design solution, we proposed elevating the placement of our existing experience on the product page to seamlessly integrate it into the user’s product viewing experience. By positioning the 3D viewer prominently, we hypothesized, users will naturally encounter and interact with it during their browsing journey, fostering a more immersive and intuitive product exploration. Our research strongly suggests this strategic placement would ensure that the 3D viewer becomes an integral part of the overall user experience, encouraging users to engage with it actively and gain a deeper understanding of the product’s features and details. As we progressed through subsequent phases, we continued to refine and optimize this approach based on user feedback and data-driven insights to create a truly captivating and user-centric 3D viewing experience.
1. Competitive Analysis
To validate our ideas and ensure optimal usability, we conducted both moderated and unmoderated user testing sessions, coupled with iterative design processes. This approach allowed us to gather valuable feedback from real users, refine our concepts, and create a seamless and intuitive user interface.
Armed with compelling insights and a refined UX design, we prepared a persuasive pitch to the brand, and VP of emerging brands. Here we presented two hi-fidelity prototypes to choose from, each reflecting the values and potential impact of our innovative solution. Typically, we use the Mobile first approach but during research, we discovered several limitations in AR tech, leading us to adopt a reverse approach for this assignment.
Primarily both design options addressed Discoverability, Effectiveness and Accessibility. During testing we found, owing to the newness and unpredictable nature of AR Tech, most users require prompts explaining how to interact it. Driving ‘Effectiveness’ meant giving users something irresistible that we discovered during Phase 1 of testing: Animated Feature Detail Highlights.
With their enthusiastic support, we began an immediate launch of our MVP.
Now that the MVP 3D viewer is implemented on our retail website, the next step is to gather user insights & performance metrics. We will analyze user interactions, behaviors, and feedback to identify areas of improvement for the 3D viewer. A comprehensive usability study will help us understand how users engage with the tool and what pain points they encounter.
To stay ahead in the rapidly evolving digital landscape, we’ll commit to regular updates and maintenance for the 3D viewer. These improvements may include optimizing load times, enhancing rendering quality, and refining user interface elements to make the experience more intuitive and delightful for shoppers. By following up with step-by-step enhancements and embracing user insights, we aim to create an unparalleled shopping experience that aligns with our customers’ needs and preferences, while remaining compatible with new devices and solidifying our retail website’s position as a leader in the industry.
With the MVP of the 3D viewer already launched on Altra Shoes’ product pages, my focus as a UX researcher and designer is on refining the experience through iterative design, testing, and final implementation. I am gathering user insights through session recordings, analytics, and customer feedback to identify pain points and opportunities for improvement. Based on this research, I am collaborating with the development team to enhance interaction design, optimize loading speeds, and improve usability. A/B testing helps validate refinements, ensuring that changes drive engagement and align with user expectations.
Looking ahead, I am working with the development team to assess the feasibility of virtual try-on as a future feature. This includes technical research into platform capabilities, user studies to understand expectations, and the potential development of a proof of concept if the feature is viable. Once key refinements and new features are validated, we will proceed with a staged rollout, post-launch monitoring, and continuous improvements to ensure an intuitive and high-performing experience. This iterative process ensures the 3D viewer evolves to provide the best possible immersive shopping experience for Altra customers.
As the 3D viewer gains traction and positive user feedback, we’ll consider expanding its capabilities. This could involve integrating product configurators, allowing users to customize product options in real-time, providing different viewing angles, and adding informative hotspots to showcase specific product features.
To ensure a smooth and responsive user experience, we’ll continually optimize the 3D viewer and Virtual Try-On tools for performance. This includes streamlining data loading, minimizing latency, and optimizing rendering processes to accommodate a wide range of devices and internet speeds.
Simultaneously, we’ll begin exploring the integration of Virtual Try-On tools for relevant products. This feature will enable users to virtually try on items like clothing, accessories, or cosmetics, providing a more immersive shopping experience and helping them make more confident purchase decisions.
Before implementing the Virtual Try-On feature, we will conduct user testing to ensure its seamless integration and optimal performance. Feedback from users will help us fine-tune the tool, addressing any potential issues and making it user-friendly across various devices.
Looking forward, we will explore the possibility of creating a suite of AR shopping tools, combining the 3D viewer and Virtual Try-On with other augmented reality features. This suite will provide shoppers with a comprehensive and engaging shopping experience, keeping our retail website at the forefront of innovation