We conducted 1-on-1 interviews, surveys, and secondary research to understand the goals and pain points of MIRROR’s target audience. Competitive analyses highlighted gaps in the market, such as product recommendations and ease of navigation.
RESEARCH
To capture authentic user perspectives, we conducted 1-on-1 interviews with three participants. The interviews explored demographic details and delved into their shopping habits. Key questions included their preference between in-store and online shopping, and the frequency of their online shopping. the likes and dislikes about the experience, and the factors they prioritize when making online purchases.
1-on-1 interviews insights
To gather quantitative data on customer habits and shopping behaviors, I conducted a survey with 34 participants. The participants were recruited through family and friends, offering a broader view of shopping preferences and patterns.
surveys insights
To gain a deeper understanding of the current market landscape, we conducted secondary research, analyzing existing trends, competitors, and consumer behavior.
Globally, more than $1 in every $5 was spent online.
In 2021, retail e-commerce sales amounted to $4.9 trillion U.S. dollars worldwide.
Apparel, accessories, and footwear are the number 1 e-commerce sector in the world.
%65 of shoppers put “wrong fit” as the number 1 reason for returning a purchase.
%39 of the shoppers return items if they feel the description didn’t match the actual product.
%43 of millennials and %46 of Gen Z buy with the intent to return products.
secondary research insights
To gain a comprehensive perspective on the competitive landscape, we conducted a detailed competitive analysis focusing on H&M, Forever 21, and Uniqlo.
competitive analyses insights
cares
Reviews & Comparisons
Delivery to door
Deals & More options
loves
Fast shipment & Easy returns
Trustability & Wide product range
Affordable but quality products
pains
Trustability
Receiving wrong products
Poor quality
CARES
LOVES
PAINS
strengths
Wide range of categories
Find in-store option
Styling recommendations
strengths
Wide range of categories
Style recommendations
Big search bar
strengths
Product videos
Back-in-stock notification
Easy to navigate
weakness
Overwhelming UX design of the shipping page
Not efficient product zoom ins
Long sub-category list
weakness
Crowded product information
Not efficient product zoom ins
Lack of white space usage
weakness
Not enough category
Lack of white space usage
No product zoom ins
research findings
GOALS
Catching deals
Finding a wide range of products
Saving time
The research uncovered key user goals and pain points, which served as the foundation for structuring the UX design process for MIRROR.
pains
Poor product quality
Trustability
Receiving the wrong product