Interviews were divided into 4 categories that touch on Ui design, usability, accuracy, and innovation. Most of the users that participated in the survey were women between the age of 22-35 and located in London, Israel, and New York. Some had a clear idea of the product/service Zymio offers, others had some idea, and a few had no idea what it was about until they tried to use it. All these women share the same interest in modest clothing but are interpreted differently. From 2 peer groups dominated by the Indian (blind) group.
The trending arrow is handy and looks appealing.
Modest Styler is the best/favorite feature so far.
The available brand section is handy.
Diversity is well shown on the website.
The name is unique and makes users curious to learn what it is.
Sharing the closet with other friends/social media is appreciated.
Zymio’s USP - the focus on modest fashion, the styler, the fact that an image-related search exists, trending, for the informed American group even sharing on socials is a big win, other than clothes even the models seem to be more inclusive ‘real like’.
How can modesty be better cued through the entire website? Use colors, and imagery that depicts this better. Poor display of information for each item description.
Modest styler: could use examples of favorite styles made or similar styles that the user is looking for.
Brands available: needs a drop-down section to show available brands by name. Should also have filtering available.
Fonts should be more uniform and not scattered randomly.
Search bar: display is not great. Icons should be rethought and adding a direct button to modest styler should be considered. No need for “for” or “AND”. Should just be “Search Items or Brands”.
Not having options to style/buy with an item that was searched.
No reviews are displayed on the site for each item.
The price range is not affectively displayed once filtered and it only allows it to go to $200.
Closet feature: should have options on the bottom of similar items.
Have to clearly define modesty and its dimensions in a way that it doesn’t only cater to the idea of modest fashion through a religious lens; for eg- baggy clothes, how to make clothes I have modest for a family occasion/ office, modesty is very personal and can be understood in different dimensions and povs.
Consistency through how data is presented, images, models quality of the products, and their description need to be streamlined and made consistent. Without this, the website looks WIP/ less than/ peer to peer like eBay.
The ‘buy now’ confuses the audience as to what the website does as they can’t directly buy.
For new/ unknown brands they want more information and exploration - an introduction to that new world.
What search throws up needs to be based solely on their search and not general - some non-modest options appear and also some general unrelated options too.
A competition sets mentioned have largely been fashion apps (as the benchmark) - Zara, Mango, H&M- Model vs garment feature, like American eagle have that whole 360-degree view thing or videos of people wearing it and moving about, Rifle paper co Everlane People Tree H&M, ASOS, Vestiare Co. in the UK - need to take inspiration, especially in the way in which data is presented / fashion inspiration.
Largely consumers want curated content for self (despite loving the trending) it needs to trend based on my choice/ preferences - new dimensions to look at clothes trends - not just stick with 90s fashion or current pop fashion, have specifics like - puffed sleeves, embellished collar or like Powerful look, Cutesy/Romantic, Athletic, Bohemian, Fantasy- which would mean a more Pinterest like a page that updates based on what is fed to it without compromising on the quality of images, models, garment information-Consider having trends categorized when browsing- the curation - needs to be more curated fashion inspiration & have specifically catered to be filters
1. Styles ( Look at trending styles like puffed sleeves, embellished collars, etc.)
2. Looks/ Effect created by the look ( Powerful look, Cutesy/Romantic, Athletic, Bohemian, Fantasy, etc.)
Fabric and sizing/ coverage become important issues that could be supported through the engine - fabric not realizing how it would feel, how much it would stretch, with sizing it is how it would fall as none have the typical body type - or may have fluctuating body sizes - some issues even with standardized sizing not being consistent even with the same brand, the same pattern, the length fluctuates.
Zymio largely is a mixed bag - mostly doesn’t sit well at the moment with no connection with modest wear/ fashion, want something that could cue at least that or fashion.
The monkey animation piques their interest because it focuses on the moving from one site to another/one's search but doesn’t sit well with the overall purpose, seen as too old school childish, and unnecessary - a mascot that enhances a fashion stylist's idea is seen as more appealing.
Based on my secondary research and focus group, I created 3 main user personas to reference through my design process. Each represents a different age group and background, however, they all live in the US.
Amna is in her mid-twenties and practices Islam. She lives in Houston with her new husband and is currently focused on growing her career and attending multiple family events. Rachel is in her mid-thirties and is investing more in her wardrobe for the new events she's starting to attend as a marketing director. Indra is an accomplished senior businesswoman who needs to always look her best but doesn't have much time to pick an outfit.
They all want to dress modestly for any occasion and they are looking for variety in style, season, material, and occasion.