My Thought Process Is Communicative & Collaborative

I have been experimenting with how a whiteboard design exercise may be used to practice clearer communication of design ideas when it comes to problem-solving through both writing and sketching. The following page represents my expanded thoughts after completing such a whiteboard session for an interesting thought I had around viewing search results/ dynamic products pages in ASOS's native app. Most of these expanded thoughts are written in the same style at this text you're reading now apart from the story directly below.
Update: The GIF underneath is a mockup of the outcome communicated below. It was built in Framer as an exercise to introduce myself to the tool and its use of coffeescript to prototype a flow that starts to communicate ideas on interactivity and motion of design components.
Story
Lauren is shopping on her phone using her favourite fashion store app - ASOS. She wants to buy her husband a new pair of pyjamas for Christmas. She likes to apply filters to help narrow the search but sometimes shes unsure of certain terminology for styles. In this situation, she will filter for the unknown style just so she can see exactly what it is. This is a source of frustration for Lauren that needlessly slows her search. 
Finally when Lauren is happy with how her filters are set she starts scrolling through her results. However, this can still be 100's of results. Call Lauren flawed but she wants the perfect gift and will end up scrolling through every result to make sure she finds it. She will tap on results that interest her to see more details and if they pass this check she will heart and save them for later. When she reaches the end of the results she may have spent anywhere between 20-60 minutes doing so. Now presented with the need to make a final decision and review her saved items she feels mentally exhausted, closes the app and puts her phone down without making a purchase. Maybe she will come back to it later. 
Reflection: There are two problems in this story - 1. the number of results that have to be scrolled through and 2. the issue with filter terminology not being clear. I will focus on the first problem (the number of results) as in the long term I believe it would create a more meaningful impact on the user experience. When filters are used in the solution below it's possible that seeing the product before seeing and choosing the filter will make it more understandable because of the frame of reference.
Problem
When buying a gift Lauren feels overwhelmed by how many options there are. By the time she's refined her search and saved a few items she can feel mentally exhausted.
Outcome
A more guided journey of discovery that shows you one product at a time and asks if this is what you're looking for. Using your answer to curate the products it shows you next.
Proto-Persona
Who: 20 something, working full time as a primary school teacher and Married.
What: Wants to buy a set of pyjamas.
Where: At home on the weekend/ During her commute to and from work.
Why: As a gift for someone.
Behaviours:
– Works full time.
– Prefers shopping online during the week.
– Shops online for inspiration as well as a purchase.
– Scrolls entire results list because she's afraid of missing out on that perfect find.
Needs:
– To feel more confident about what she finds.
– An easier way to get recommended/ curated results.
– To better understand exactly what she is filtering in and out of her search.
– Spend less time scrolling past results she has no current interest in.

Photo Credits: Pixabay (Left), JESHOOTS (Right)

Tasks
Lauren has already opened the ASOS application and navigated to the search page via the bottom bar. She selects men then selects clothing. From the clothing page after reviewing her options she chooses loungewear. She is presented with 326 styles to choose from.
– Turns on shopping assistant to progressively curate results.
At this point, the option could be given to input sizes the customer was looking for to avoid items being shown that are not available in their size or out of stock in that size.
– Swipes left on first product to say it's not what she's looking for.

– The system asks Lauren why. From the options she taps 'not shorts' then taps 'ok'
All results that include shorts are removed from the results and Lauren notices the number of results drop to 172 from 326. 
– On the next product, Lauren swipes right to say yes. On the why screen she selects both 'colour' and 'full set' options. She clicks 'ok'.
The system asks Lauren why but none of the options apply. In this situation, she can choose 'unsure', 'just no' or possibly type a reason in.
– Give the option to save the item or continue her search without saving. She taps the love heart to save it.
By swiping right this has prioritised search results similar to the product Lauren said yes to.
- Holds finger on the product to bring up details then swipes left after reading the pyjamas are made of silk.
– Repeats this action until told there are no more results and is asked if she would like to view her 'saved' items or see a 'random' product that was filtered out of her results.
In one scenario Lauren may tap 'random' a few times to see if she inadvertently filtered out any worthwhile results. After a few taps she is content this is not the case and taps 'saved' in the bottom app bar. If however, she did find a product she likes and swipes yes to. She could save the product and if there were similar products her results would be updated and shown to her. She would continue swiping left and right till there were no results again or if she felt she had found enough options already she could tap her saved list on the bottom bar and return to her search later because the system would save her progress.
Assumptions
– Filters and product details including material, colour, pattern, sleeve length or whether it's button up can be used to create a progressively better-curated results list. This possibly could be implemented in the form of machine learning.

– This would not replace the current search methods but instead, give the user greater flexibility and choice. Making the system more controllable and therefore more pleasurable to use.
– If interrupted users curated results would be saved so they could easily come back to it later and have the choice between continuing or starting over.

– Swiping right means yes I like it, swiping left means no I don't like it.
User Flow
Screen Flow

You may also like

Back to Top