Design Process: Double Diamond Framework

 

The Double Diamond framework consists of four phases: Discover, Define, Develop, and Deliver. I employed this process to enhance the user experience of the Fashion Hub mobile app.

 

Discover

In this phase, I aimed to understand the users, their needs, and the market landscape by attending stand-ups with key stakeholders.

 

Research Methods

User Interviews: Conducted interviews with 20 users to gain insights into their shopping behaviors and pain points.

Surveys: Distributed surveys to 150 users, focusing on preferences and satisfaction with existing features.

Competitive Analysis: Analyzed competitor apps to identify strengths and weaknesses.

 

User Pain Points:

• Users found navigation confusing and unintuitive.

• The checkout process was lengthy and frustrating.

•  Limited product filtering options made it hard to find desired items.

 

User Goals:

•  Quick and easy access to products.

•  A seamless and fast checkout experience.

•  Personalized recommendations based on style preferences.

 

Define

In this phase, we synthesized our findings to define the core problems.

 

Problem Statements

•  Users struggle with navigating the app, leading to frustration and abandonment.

•  The checkout process is too complex, resulting in high cart abandonment rates.

•  Users desire a more personalized shopping experience that reflects their individual styles.

 

Develop

This phase involved ideating solutions to address the defined problems.

 

Brainstorming Sessions

To generate innovative ideas, we conducted several brainstorming sessions:

Session Preparation: We defined clear objectives, such as improving navigation and simplifying the checkout process. A diverse team comprising designers, developers, and stakeholders was assembled.

 

Conducting the Sessions:

 

Classic Brainstorming: Team members shared ideas openly, promoting creativity without judgment.

Mind Mapping: Ideas were organized visually, helping to identify connections and relationships between different concepts.

 

SCAMPER Technique:

 

We used this framework to rethink existing features, generating ideas like:

•  Substitute: Replacing traditional product filtering with a more dynamic option.

•  Combine: Merging the wishlist and cart functions for a streamlined experience.

•  Role Storming: Team members took on the personas of various users to generate tailored

    ideas.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Idea Documentation: All ideas were captured in real-time using digital tools, organized into categories for clarity.

 

Evaluating Ideas: After brainstorming, we prioritized the most promising ideas based on feasibility and user alignment, using techniques like dot voting.

 

Proposed Solutions

Redesigned Navigation: Simplified the app structure with a bottom navigation bar for easy access to key sections (Home, Categories, Cart, Profile).

Streamlined Checkout Process: Reduced the checkout steps from five to three, including guest checkout options.

Personalized Recommendations: Implemented an algorithm to suggest products based on user behavior and preferences.

 

Deliver

In the final phase, we created high-fidelity prototypes and tested them with users.

 

Prototyping

Developed high-fidelity prototypes using Figma, incorporating the new navigation, checkout process, and personalized features.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Usability Testing

Conducted usability tests with 10 users:

Feedback: Users found the new navigation intuitive and appreciated the simplicity of the checkout process.

Iterative Improvements: Adjustments were made based on feedback, such as adding a progress indicator during checkout.

 

Final Designs

Key Features

Intuitive Navigation: A bottom navigation bar with clear labels and icons for easy access.

One-Page Checkout: A streamlined, easy-to-follow checkout process with autofill options.

Personalized Homepage: A dynamic homepage showcasing recommended products based on user preferences.

 

Results

Post-launch metrics indicated significant improvements:

Cart Abandonment Rate: Decreased from 65% to 30%.

User Engagement: Average session duration increased from 2 minutes to 5 minutes.

Customer Satisfaction: User feedback scores improved, with a 90% satisfaction rate in post-launch surveys.

 

Conclusion & Learnings

The redesign of the Fashion Hub mobile app successfully addressed key user pain points, leading to a more enjoyable shopping experience.

 

Key Learnings

•  Engaging in user-centered research is crucial for identifying real user needs.

•  Iterative testing and feedback loops help refine product features effectively.

•  Personalization can significantly enhance user engagement and satisfaction.

 

Future Improvements

•  Explore incorporating AR features for virtual try-ons.

•  Conduct ongoing user feedback sessions to continue refining the app experience.

 

This case study illustrates the impact of a structured design process in creating a user-friendly e-commerce mobile app that meets the needs of its users effectively.

 

 

Challenge

The e-commerce fashion market is highly competitive, with major players like Amazon, Nordstrom, and fast-fashion brands dominating. Closet Couture needed to differentiate itself by creating a seamless and engaging user experience that would foster brand loyalty and repeat purchases.