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Elevated user satisfaction with the creation of a split payment option 

(Diba, affordable brand for ethical fashion on a budget)

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Introduction

It’s no secret that the fashion industry is one of the world’s most polluting industries. Lately, sustainable fashion has been gaining a lot of buzz and popularity, as global warming is on the rise and natural resources are on the decline.

Diba is a sustainable fashion brand that is changing the face of apparel by producing clothes from natural materials, which it grows, dyes, finishes, and distributes solely within the internet.

About Diba

Ethic

Organic, recycled & sustainable materials, fair labour & wages, a take-back program powered by eco-friendly packaging & practices.
 

Product range
Adult apparel (Women’s apparel (more focus), men’s and diverse inclusion unisex.

Price range

Providing affordable sustainable fashion based on user research output ($–$$)

Project brief

As a team, we were given eight weeks to design an online platform for Diba that introduces its products and provides less expensive sustainable fashion.

Duration

  • Five weeks UX

  • Three weeks UI

The team

  • 2X UX/UI designers

  • 2X UX researchers

Tools used

  • Figma

  • Sketch

My role

  • UX/UI designer

  • Project management

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Objective

Connecting users' needs to the business goal.

As Diba is still in its very early stages of development, it needed to design an online digital platform that it could grow into within the next several years while meeting users' needs. 

Design process 

Moving from theory to the final digital product.

Each weekly design sprint consisted of 5 phases executed using design thinking methodology and a demo was presented to the stakeholder at the end of each sprint.

My responsibilities

  • User Research

  • Competitor & Data Analysis

  • Visual Design

  • Interaction Design & IA

  • Storyboarding

  • Wireframe & Prototyping

  • Accessibility

  • Testing & Iteration

Discovery

01 DISCOVERY

Research goals

Creating the roadmap helped us bring up the main research questions.

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Study setup 

Prioritizing user research methods, planning research.

Survey

(25 Participants)

Potential End-Users (buyers) + environmentalists

Usability testing

(9 tests)

One-on-one virtual usability testing

Interviews

(8 User interviews)

Including 3 environmentalists

Card sorting

(3 Participants)

Identifying the user flow alongside IA

Competitive analysis

(9 competitors)

Understanding their strenght and weaknesses

Interviews We started with a team discussion to better understand business requirements, gather existing stakeholder knowledge, expectations and create consensus on plans and priorities for a product, its direction and key milestones.

Finding potential users via sustainable fashion Facebook groups and subreddits.

Observing the users by uncovering valuable insights
Conducting user research to empathize with users and discover how to design a product that represents sustainable fashion. 

Women are most likely to be end users

25 to 35 years old is the age range

Students make a half of the users

Low income is one of the characteristic

Affordable products are more popular

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Which colour reminds you of sustainability?

Green

Which colour is eye-catching for you?

Yellow

What kind of design would you prefer?

Minimal

What kind of user interface do you prefer?

Accessible

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Identifying the persona

Analyzing research data helped me create Chloe.

We took all our research and insights. Then I devised one user personas with accompanying user stories. Finally, Chloe guided us throughout our design sprint to ensure that we design for our users’ specific goals and needs.

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So what's the problem?

"Is it possible to split my purchase into a couple of payments?"

Tania, 27, environmentalist

"Can you make sale offers?"

Tarah, 25, accounting student

 

Empathy map

Leveraging users' mental models to get into their minds and recognize what they really require!

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Exploring pain points
Summarizing meaningful and actionable results.

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Design challenges

  • Identifying a solution to provide an affordable option to purchase sustainable apparel by considering business expenses.

  • Aligning the objective of the business to users' needs.

Define

02 DEFINE

Regarding the outcome of our researches, we focused on eco-fashion users and environmentalists as the target users. The results of our surveys and interviews showed us that the target users valued four main features: affordability,  transparency, credibility, quality, in sequence.

After analyzing all of our research, I began to understand the project’s challenges. Then, I brought up some ideas to overcome these challenges regarding the research outcome, some of which were accepted after communicating with the team and the stakeholder.

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Narrative storyboard
Representation of Chloe's thought | My travel to the user's thought & unfolding the requirements, shot by shot through data visualization.

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Competitor analysis

Finding how competitors have solved the problem

03 DESIGN

Exploring ideas | developing the design’s solution
Developing a Chloe-centred design.

As we reached the design stage of our project, we began sketching low-fidelity wireframes on paper and later digitized them in Figma.

Sketch

Tamga Designs

  • Offering split payment for certain products (Afterpay)

  •  Providing discounts, and having clearance/sale sections

TOAD&CO

  • Having a pretty extensive sale section for both men and women (From a price standpoint)

  • Offering seasonal sales

TENTREE

  • Providing sale sections (For financial inclusivity)

  • Overall low prices by outdoor brand standards

Design

Moodboard & UI design direction

I was inspired by Minimal, timeless, sustainable apparel & monochrome colours.

Our UI design direction led us to the style trend for Diba’s website. One aspect of the business goals was to seem elegant and modern with a fresh, timeless and classy vibe to resonate with our fashion-forward users. Therefore, we used lots of white space, greens, and yellow accents to emulate the brand’s high quality and sustainability-focused vision.

Moodboard
Test

04 TEST

The best ideas rise to the top
Where the users taught me how to overcome my obstacles to IA design.

To know if a design is worthy, it must be tested. We tested our prototype on a total of 9 people. 5 of those people were fashion-forward environmentalists and 3 of them were eco-fashion designers. 

Realizing the scope of the design challenge
Information architecture (IA) & user interface (UI) design of the landing and product page.

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Outcome
Impact

Final impact

Requesting participants to rate their experiences on the split payment flow, then refining usability.

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Retrospective

Personal learnings

  • Learned how to actively listen to stakeholders and understand their vision.

  • Defined the UX design roadmap and leading a team of fellow designers highlights my skills as a user experience designer.

  • My ability to convince the stakeholder to adjust business goals based on users’ needs.

  • The stakeholder reviewed and approved the documentation and design for the split payment method.

 

  • The project had to be broken down into different versions; its design process was completed in two months. However, the project is still in progress to development & not been published yet. 

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