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UIUX CASE STUDY

SNKRS

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SNKRS UX Case Study

The Proposal

In order to further their initiative of becoming a digital-first, direct-to-consumer (D2C) company, Nike wants to release a new feature that allows users to connect with one another to create a sense of community while also being able to verify the legitimacy of the sneakers that they own.

Timeline: 3 weeks (May 24, 2022 - June 14th, 2022)

Challenge

How might we create a platform that allows users to connect with the Sneakerhead community to verify the legitimacy of the products they are purchasing while engaging with other users’ content?

A new feature was to the SNKRS app for this project. This feature will allow users to post about the sneakers they own while also interacting with other users’ posts and verify the legitimacy of their shoes.

My Roles: UI/UX Designer | Presentation Designer

Solution

Tools: Figma, FigJam, Miro, Photoshop, Procreate

Design Process

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Empathize

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Define

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Ideate

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Prototype

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Test

Research

Quantitative Survey Goals

The survey acts as a screener to filter out unqualified participants that are outside of the test range. 

Participants who meet the below criteria will move on to our interview:

  1. Between the ages of 18-40

  2. Frequency of purchase is greater than “Rarely” 

  3. Selected “Nike” as one of their preferred brands 

  4. Does not resell the sneakers they purchase

Qualitative Interview Goals

In order to supplement the preliminary research that was conducted for the project, a round of qualitative user interviews was proposed to 4 selected participants. I want to gain a better understanding of users’ purchasing patterns and how they connect with other people from the communities that they are currently in.
Questions include:

  1. Purchasing factors

  2. Value of reviews

  3. Legitimacy issues

  4. Pros and Cons of content sharing 

User Research: Summary

Affinity maps were created to analyze the interview.  I have understood that reviews were most valued users who seek new sneakers online. Reviews and contents that actual buyers posts encourages new buyers and being able to respond to the posts will definitely boost trust. I have created user flows to understand how the user will navigates the new SNKRS feature

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Other user problems that the interviews pointed out is how easily can the users find the shoes they want and availability of the shoes they desire.

User Research: Pain Points

  • Trouble verifying legitimacy of shoes especially when purchasing from external sneaker outlets

  • Lack of consumer reviews for newer styles

  • Lack of easy & formal navigational features creating a sense of distrust in the website

Data

User input was organized into pie charts to help visually analyze 

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21.1%

47.4%

10.5%

21.1%

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31.6%

5.3%

36.8%

26.3%

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21.1%

26.3%

36.8%

15.8%

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47.4%

26.3%

26.3%

Personas

Based on survey and interview insights, I was able to create personas to mimic user scenarios 

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User Flow

Flow: Verifying a pair of shoes and adding to closet

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Sketches

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Feed

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Profile

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Interests

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Verification Success

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Drop Info

Wireframe

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User Test Procedure

  • Users were first asked to navigate through the app without clear instructions. Interactions were noted.

  • Users were asked to like a post.

  • Users were asked to verify a pair of shoes.

  • Users were asked to view interests

Usability Test Key Findings

  • Closet concept was unclear, does not specify where closet is.

  • Closet Highlights should take user directly to closet

  • Let the user know what page they’re in

  • Unclear spot for verification

  • Move interest button upwards. 

  • Search bar is too big. Out of proportion

  • Closet is too crowded

  • Spacing between the interests

  • Unclear heart icon in the header

High Fid Prototype (Main Screens)

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Feed Screen

The feed screen has three major features:
Interact with other posts
Open + sign to create a post or scan code
A drop notification will appear at the top of the
screen if a new sneaker drops 

 

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Enrich Closet

Add sneakers to your closet by verifying purchases through the closet or sneakers button.
Click view all interests to add or delete interests.
Click info button if you have questions about the process

 

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Verify Sneakers

Once you have made a purchase for the app
or any participating store, the sneaker will will shipped to you with a tag containing the verification code. Scan the code or enter it manually to add to closet collection.

 

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Share Your New Collection

Once you have successfully verified your new sneakers, you will be on this congratulations screen. From here you can create a post to share your new collection and add value to you closet 

 

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Link to Prototype

Thank you for watching

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