-
Explanatory text that direct the user as to how to use AR feature
-
Provide full-screen for full experience
-
Direct users to allow APP to access camera
User Research
Our Customer
THE SNEAKERHEAD
A sneakerhead is someone who is passionate, knowledgeable, and has an overall appreciation for shoes.
Not only do sneakerheads enjoy to buy and wear unique and exclusive shoes themselves, but they often participate in the buying end of sneaker commerce as well.
Online Survey Results
The most pleasant part of the shoe buying experience for users who purchase shoes is feeling the shoe and seeing the shoe on user's own feet.
User Interviews
I created a persona in order to synthesize and communicate the data I had gathered concerning user motivations and frustrations.
We rapidly iterated screen designs after discussing the design solutions that would directly correlate with research findings.
INSIGHT
After testing various versions of each frame with users:
-
Designed a second option of a layout for the shoe library, in which each shoe took up the entire screen and the user scrolled down to see more shoes
-
Made the AR CTA a circle, and placed it above the shoe
-
Designed two settings in AR (3D and Try On)
-
Placed related items in AR screen
Wireframes
Usability Testing
INSIGHT
after testing the flow of our mid-fidelity prototypes through usability testing:
-
5 out of 7 people showed that the AR CTA in the form of a circle above the shoe was most intuitive
-
7 of the 7 people we conducted usability tests with preferred the AR screen with related items in it than the AR screens which only included a back button
-
5 of the 7 people expressed that they had expected the AR CTA to be in the browsing shoe library as well, not only in the product detail page.
I spoke to developers about the timeline and process of creating the high-fidelity prototype, and I learned that:
We would therefore speak to the GOAT team to get an idea of how much time and money they are willing to invest.
GOAT is the largest marketplace for sneakerheads buying and selling authentic sneakers.
Through its managed marketplace model, providing authentication service and buyer protection, GOAT is one of the most trusted options in the industry.
Heading 3
The Product
Our team was tasked with creating an augmented reality (AR) feature within the GOAT mobile app that allows customers to virtually view and possibly customize shoes in order to make more informed purchases.
Team
Nareh Hovhannisian, Aronne Jang, Ye Shen
My Role
Researcher (Comparative & Competitive Analysis, User Research, User Interviews, Conducting Surveys, Persona creation, Task Analysis, Site-Mapping, User Testing with Lo, Medium, and High-Fidelity Prototypes)
Platforms
Sketch, Photoshop, Numbers, Keynote, Principle
Timeline
Two weeks of research, ideation, testing, and design
Discovery
Competitive & Comparative Analysis
Step 2:
User Research
Step 3:
Online Screener
Surveys
Step 1:
Competitive &
Comparative
Analysis
Step 4:
User Interviews
Step 5:
Persona Creation
I researched competition as well as ecommerce market for AR methodology used
I explored AR capabilities as well as commonly used conventions in a feature which is relatively new to users.
There are different ways objects in AR can be interacted with:
-
Objects can be rotated around by the user
-
Object can be placed in user's environment while user changes their perspective to see object from different angles
-
Color or product that appears in AR can be changed with user's movement
-
There can be more than one screen/setting in AR
Until users become accustomed to AR and conventions become intuitive, the following are necessary:
INSIGHTS
Project Summary
Feeling the shoe
58.3%
Seeing shoe on feet
58.3%
* Responses to survey question "If you enjoy buying shoes, which of the following do you enjoy about it? (you may choose more than one)"
For user interviews, I sought to reach out to sneakerheads specifically for insight on their frustrations:
FIT
INSIGHT
Brands run big or small. Though sneakerheads are already savvy about how big brands deviate from normal sizing standards, many less-informed buyers are frustrated about having to return shoes purchased online because of sizing issues.
"It's hard to find the right size or to know how a shoe will fit when I'm buying online."
LOOK
INSIGHT
"I want to see the shoe on my foot, because even if they fit is good, your foot sometimes morphs the shoe. So, I really need to see what the shoe looks like from the side to see what others are seeing instead of just being able to look down at my feet."
Sneakerheads are not necessarily concerned with how their shoe looks on their entire body. Instead, sneakerheads are concerned with how the shoe would actually look from all angles on their feet.
"Anyone shopping for this needs to check authenticity."
INSIGHT
Sneakerheads are capable of authentication themselves. They know the stitching, tongue, sole, tags, and different elements of the shoe and need the capability to examine them.
VALIDATE
VALIDATE
"There are websites that tell you what to look out for. I'm capable of checking the authenticity myself, so I want to see the shoe I'm buying up close."
Persona Creation
PROBLEM
GOAT users want to be more informed about the fit and look of the shoe they purchase.
This concern is widespread among ecommerce shoe shoppers.
Sneakerheads particularly have a problem trusting somebody else to validate the authenticity of the sneakers they purchase when they themselves could authenticate the shoe, given the opportunity.
SOLUTIONS
-
Ability to measure foot size and correlate to particular shoe style and size within AR screen
-
Ability to see shoe on foot, move it around, and change perspective to view various angles
-
Provide 3D version of desired shoe, allowing users to move vertically and horizontally to inspect various elements of the shoe and personally verify authenticity.
Design Process
Step 1:
Design Studio
Step 2:
Create Wireframes
Step 3:
Usability
Testing
Step 4:
Prototyping
Design Studio
We digitized a couple versions of each frame of the app's flow to use in user testing.
High-Fidelity Prototype
Next Steps
-
The AR screens in the prototype are definitely possible, however it will be costly and timely
-
The most time-consuming would be the API; collecting the measurements of each shoe and sending it to developers
-
There would be both back-end and front-end developers, one would input and organize all the measurement information, and the other developer would input the measurements into the code
If time & money more limited:
-
Design and develop AR for a shoe which will be released in a month or two, and release it with AR function
-
Drop second Try On screen and allow more options within the first screen which displays a 3D show to move around and add more options, such as changing color and type of shoe
If time & money less limited:
-
Explore VR in-store experience, where users may touch and try on shoes, as well as have a mirror effect which allows a full-body view
Overall, I learned how useful an AR feature can be for ecommerce apps and websites in terms of allowing users to have a more informed and pleasant shopping experience.
I hope to have the opportunity to implement UX research into the design of an AR feature in the future.
