Responsive E-commerce clothing website
Mirror (clothing store)
UX Researcher, UX/UI Designer
Mirror is a very big clothing store chain for both kids and adults. A clothing store targeting a budget-minded audience who looked for low-cost clothing for any occasion. The quality is pretty good and the prices are rather low. They are very successful offline. They have over 400 stores around the world in 32 countries. However, they are very late in the game of a digital transformation. They decided to give people the opportunity to buy clothes online. Regarding the brand, Mirror has a very outdated logo that they are looking to re-do. They’re not planning on keeping anything of what they currently have.
The goal is to create a responsive online store to increase sales and customers.
I selected 5 companies for competitive analysis to understand their strengths and weaknesses and make our site better. 3 of them were direct competitors and 2 of them were indirect competitors.
Number of participants – 3
Ages – 29–55 y.o.
The story of why Emma decided to buy a dress.
Card sorting is a way to understand and analyze the information architecture of a site. There were 20 items and 5 participants for card sorting. I chose the hybrid version of the card sort, which allows me to create a specific categories and also allows participants to create their own. I noticed 15/20 items were placed in the same categories by every participant and 5/20 items were placed in different categories.
2 out of 5 participants chose to place "Rainbow toe socks" in the "Socks" category instead of "Accessories". I think it would be nice to have a separate category for socks.
The products page
The product page & shopping bag
The participants had several tasks:
Participant 1: 29 years old, often buys clothes online.
Participant 2: 54 years old, rarely buys clothes online.
Participant 3: 27 years old, often buys clothes online.
Participant 4: 33 pyears old, sometimes buys clothes online.