Overview
The Product
Task
Team
My Role
HookFit is a online brand and store of fitness clothing and acessories.
Structure website and its checkout
1 UX/UI Designer
UX/UI Design
Discovery
I initiated the project by meeting with stakeholders and completing the user-centered design canvas. I discovered that the website was too simplistic and the checkout process was deterring potential clients, preventing them from purchasing.
The next step involved gaining a deeper understanding of the market, uncovering insights, and identifying opportunities.
Insights:
Clients' websites cannot be found through Google search, only on Instagram.
The fitness market keeps growing a lot in Brazil.
The state where the client is located is one of the states that most exercise in Brazil.
Provide clear information about shipping and ETA.
Highlight the payment methods.
Users need better information on choosing fitness accessories.
Survey
The survey aimed to comprehend customers' experiences and behaviors when buying fitness clothing and accessories. The requirements for filling out the survey were people who purchased fitness clothing or accessories in the last twelve months. The form collected 133 responses and the insights of this activity were:
Some users didn't find their size.
Some products didn't have enough information or description.
Some users don't buy online because they fear scams.
People always search for coupons.
Users would love to see videos of the products.
Eight out of ten people feel motivated to exercise after buying clothes or accessories.
People who practice exercise buy new products often or regularly.
Users want reliable reviews.
Women would like the product to deliver privacy (bulge and squat).
How might we...
offer more details about products?
increase the recurrence of purchase?
reduce fear of who buys online?
make clothing and accessories sales experience satisfactory?
reduce the frustration of making a sizing mistake?
highlight the reviews of clothes or accessories?
guarantee that the clients' products deliver privacy?
improve the checkout process?
deliver the purchase fast?
Competitor analysis
I chose this activity to analyze the website structures of leading e-commerce platforms in the fitness and apparel accessories sector.
Insights
The icon person and the button sign-in/sign-up could be the same.
Highlight discounts and avoid too much visual information.
Add actionable product reviews.
The gender field is unnecessary if the product is specific to males or females.
The scale size should match the product.
Upload photos and videos.
Login with Google, Facebook, or AppleID.
According to a user, one of them is terrible for wholesale.
Consider many types of delivery and take-out.
Highlight reviews.
How might we?
After gathering data on the discovery activities, I've identified several questions, including:
How might we...
create a digital solution for HookFit?
improve the experience of buying clothes and accessories online?
improve the checkout process?
describe the utility of a new product?
associate the brand with style and comfort?
ease people's worries about online shopping?
communicate product reviews?
communicate about a new collection?
reduce the frustration of buying the wrong size?
increase people's motivation?
ensure fast shopping for the user?
connect the brand more effectively with athletes and amateurs?
Now
Next
Later
Digital Solution
Improve the experience of buying clothes and accessories online
Improve checkout process
Describe the utility of a new product
Communicate product reviews
Associate the brand with style and comfort
Ease people's worries about online shopping
Reduce the frustration of buying the wrong size
Communicate about a new collection
Increase people's motivation
Ease people's worries about online shopping
Ensure fast shopping for the user