Mirror believes style should be a reflection of who you are
Background
Mirror started back in 1994 as a clothing store focusing on inexpensive clothing for any occasion. Because Mirror is priced relative to companies like Zara and ASOS, they pride themselves on accessibility for everyone. Mirror does this without compromising quality.
Although Mirror has a strong brick and mortar presence, it lacked online. My goal is to guide customers to shop online seamlessly, give them a sense of transparency through reviews and customer feedback, all while maintaining Mirror’s core values.
My role as UX/UI Designer was to design a space I felt spoke to Mirror’s branding, using imagery that resinated with todays shoppers, and learning how other competitors are leveraging their brands online.
Challenges/Problem Statement
As the potential for online continues to grow, Mirror has decided to not move forward with a much needed digital transformation, although this is something customers have been asking about for many years. It is time that we listen to the customers and deliver the experience they are looking for.
People lie, numbers don’t.
2.14 Billion
people shop online
63%
of shopping that starts online
50%
shop more on mobile than in-store
30%
of online buyers shop at least monthly
Personal Goals
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Understand the target audience demographic and build an online presence around them.
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Rebuilding online presence to keep your shoppers engaged and wanting to spend ample time on Mirror. Responsive if key. This is imperative and will lead to shoppers finding what they like quickly, and moving forward with their purchase.
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Design a new logo as well as the entire site. Changing the look, feel, colors and define who the new Mirror is.
Analysis
Going into this project I had a clear sense on who Mirror’s competitors were. Taking best practices from all of these companies helped influence both the design and goal for Mirror.
Persona
Erin Lewis
Age: 31
Occupation: Floral Designer
Pronouns: She/Her
Income: $55k Annually
Location: Long Beach, CA.
Expectations
A one-stop shop for all of my clothing needs. Multiple brands and selections
Easy to use app with a clean and simple design
Less ads unless they are related to sales
Brand Affiliation
Frustrations
Glitchy apps and poor overall performance
Price increases without prior notification
Lack of options
Personality
Disciplined
Calm
Assertive
Optimistic
Curious
Current Feelings
Hungry
Hopeful
Busy
Project Goals
Business Goals
New fresh modern logo
Keep high inventory of all items
Implement Rewards Program
Prefect supply chain management
Increase reviews
Hire additional customer service agents
Tap into new age demographics
Customer retention
Increase marketing
Brand awareness
User Goals
User friendly app
Sales
Fast and easy returns
Style guides
Single click buying options
Fast shipping
Curated/personalized shopping experience
Tracking
Easy hassle free returns
Customer service
Technical Goals
Faster responsive app
Safe and secure checkout
Up to date product images in different color options
Product filter options
User Flows
Find what you are looking for and feel confident in your purchase. This is what was the driver when creating the User Flows. I wanted those participating in the testing phase to feel that they navigated the site easily, found their item, and their purchase was seamless.
Low Fidelity Wireframes
My goal for wireframes was to design a layout that showed strong imagery and less text. I want the user to come in and find exactly what they are looking for without all the fluff. Sales and Promotions being a big priority, I leveraged banners and promo codes throughout the design to steer the user toward sale pages.
High Fidelity Designs
Understanding my competitors and listening to the user testing allowed me to design a site that checked all the boxes that Mirror required. Having a good starting point from my low fidelity wireframes also helped streamline my high fidelity wireframes.
Test Objectives
Test the overall flow of design and how users are navigating from one page to another
Identify any areas in which the user has any confusion or hesitation
Test if users prefer to use filter within product page
Test Methodology
Sharing Figma link with participants and in-person testing
Tasks/Errands
Explore the homepage
Find an item that catches their eye, either on the sale page or category page
Select item, read reviews, and add to cart
Fill in billing and shipping information and select payment method
Complete transaction
Participant #1: Cherise Soares
Clicked on Sale
Scrolled through sale page
Went back to the top
Clicked Men
Clicked Jeans
Naturally clicked on the jeans that had a price tag on them and saw that they were on sale Added to cart without selecting color and size
Clicked Add to Cart
Clicked Checkout
Placed order
Participant #2: Blaine Suque
Clicked on Sale
Clicked Mens
Clicked Jeans
Selected the wrong jean that was not clickable
Clicked the correct jean after realizing the price
Selected Color and Size
Clicked Add to Cart
Clicked Checkout
Placed Order
Participant #3: Stephanie Yomorta
Clicked on Sale
Clicked Mens
Clicked Jeans
Selected The Weekender Jeans
Clicked on reviews (Success!)
Read reviews
Selected Color and Size
Clicked Add to Cart
Clicked Checkout
Tried adding in credentials
Tried to select Text instead of Email for receipt
Placed Order
Participant #4: Lilian Soares
Clicked on Sale
Clicked See More on Sale Page to see additional products
Went back to top and clicked Mens
Clicked Jeans
Selected Color but did not select size
Added to Cart
Clicked Checkout
Clicked Apply Promo Code
Placed Order
Tried to click on Order Number link in Blue
Tried to click on Manage Order
Participant #5: James Busch
Tried to type in “Light Blue Jeans” in search bar
Clicked on Mens
Clicked on Sale
Clicked on Mens in Sale Page
Clicked Jeans
Selected the correct Jeans
Tried to click on additional photos
Selected color and size
Added to Cart
Clicked Checkout
Clicked Pay with Credit card instead of PayPal (only person to do this)
Placed Order
What I learned
There were many lessons learned from this project. First and foremost, the general consensus is that people shop online. Although there are advantages to traditional brick and mortar, being able to conveniently shop is paramount. Shoppers need to feel a part of the brand and understand the mission statement.
Return policies, fast shipping, sales, and stocked inventory is top priority. With this new design and revamped online presence, my goal was to meet the needs of new shoppers and keep them coming back for more.