Seasons by Aritzia
Fashion based on your season
Role
UX/UI Designer
Responsibilities
UX/UI Design
User Research
User Flow
Wireframing
Prototyping
Team
1 UX/UI Designer
2 Developers
1 Creative Director
Timeframe
Jan. 2022
OVERVIEW
Fashion suggestions based on colour analysis
A personalized styling feature that provides tailored recommendations based on skin tone, making it more accessible for customers to find the perfect products at home for their individual needs. This enhances the e-commerce experience through personalized fashion insights, minimizing regretted product purchases.
This project was completed for girlCode, UBC's first fashion-themed hackathon. It was organized by Women in Data Science and Women in Computer Science, in partnership with Aritzia.
PROBLEM
How might we use technology to personalize retail while enhancing the e-commerce experience?
Aritzia wanted to find a solution that would enhance the e-commerce experiencewhile also adding personalization features that encourage accessibility and sustainability.
COMPANY INSIGHTS
Analyzing Aritzia's market through company reports and five staff interviews
💡
Target audiences within 18-35 years old.
🌱
Support communities and enhance sustainability.
🕰️
Focus on timelessness, quality, and inspiration.
✨
Focus on an everyday luxury experience.
PERSONA
Defining the user through ethnographic interviews
After interviewing with five regular Aritzia shoppers, it allowed us to better understand the characteristics, needs, behaviours, and pain points of our target users.
EMPATHY MAPPING
Visualizing Alicia's attitudes and behaviours
We identified key troubles the users face such as decision fatigue, lack of personalization, and concerns about sustainability. This process helped us design a more tailored and values-driven shopping experience that resonates with users like Alicia.
IDEATION
A feature comparison to brainstorm a solution
The team analyzed similar businesses as Aritzia to determine possible avenues for unique value propositions, we focused on product search personalization, sustainability, and other features for user accessibility aligning with our persona.
SOLUTION IDEATION
A competitive analysis to brainstorm a solution
For our solution we decided on the…
3rd concept as it's the most realistic for our time frame and capabilities, while still aligning with our users' struggles.
WHAT IS COLOUR ANALYSIS
An introduction to seasonal colours
During the time of Aritzia girlCode, seasonal colour analysis was trending within many fashion and beauty enthusiasts, with many of the Aritzia staff and shoppers we interviewed being very interested in testing out our product.
Our goal is to hop onto an ongoing trend to build engagement while increasing shopper loyalty through educated and data-driven product suggestions. Below highlights the benefits of colour analysis for our target users:
✅ Educated purchasing suggestions backed by data
✅ Boosted confidence from personalized fashion suggestions
✅Identify style personality and minimize impulsive purchases
HI-FI PROTOTYPE
Let's find your season
FEATURE #1:
Data algorithms to match your skintone to a colour season
FEATURE #2:
A page specifically for Aritzia products that suit your seasonal palette
FEATURE #3:
Sign-up to an email newsletters for product recommendations for your seasonal palette
IMPACT & REFLECTION
Vetted on by users
This is my first hackathon experience and I really enjoyed being able to apply the design process in a fast-paced environment with developers.
The only UX designer among 3 developers
As the only UX Designer, close collaboration with developers from the start resulted in a feature that not only aligns with technical capabilities but also minimized rework, leading to a more efficient development process.
Approved by 90% of Aritzia users and staff that were interviewed
While there was not enough time to do full-user testing, a brief solution showcase to Aritzia staff (n=4) and users (n=5) allowed us to determine user and stakeholder interest in our product.