*The app’s name and certain images have been changed to adhere to NDA guidelines.
Strut is an upcoming e-commerce platform and iOS app catering to users seeking affordable, used luxury designer goods. It addresses confidence and integrity issues in the luxury resale market.
As the sole product designer, I collaborated with 2 developers and 1 project manager. My tasks included conducting user research and creating an MVP prototype for early-stage investors. Over 12 weeks, I iterated on the prototype, improving usability by 30%. This effort secured enough funding to advance the startup to the next development stage.
Resale shoppers face challenges with fake products and poor customer service. CNBC found authenticity issues with items on The RealReal, and top reviews cite complaints about fakes, damage, and errors. Strut addresses these concerns with a robust authentication system, flexible returns, and a money-back guarantee, ensuring consumer confidence.
I conducted Zoom interviews with five users who had purchased second-hand luxury goods online. Additionally, I researched market insights through online articles and consumer data.
After synthesizing the findings, I employed affinity mapping to identify essential features for the MVP prototype. It revealed that shoppers prioritize transparency, security, and flexibility when shopping from an online luxury resale store.
The goal of the test was to determine if new users could complete the essential functions of browsing the inventory, adding items to the cart, and completing the checkout process. Based on the feedback, I made some changes and additions to the mobile screens:
After making the changes, I created high-fidelity screens for the MVP using Figma.
I’ve considered some designs for various breakpoints for the homepage screen when viewed through a web browser. The desktop version (1008px and larger) uses a twelve-column layout, while the tablet version (641px to 1007px) uses a six-column layout. The mobile site (640px and smaller) uses a four-column layout.
I developed a design system alongside the high-fidelity screens to ensure consistent visual design and user experience feedback. It covers typography, images, brand logo, and buttons, with keywords like high fashion, avant-garde, clean, modern, and youthful, aligning with the target audience and product needs.
I gathered the same five individuals to assess the high-fidelity prototype and measure the impact of implemented changes. Using the Single Ease Question, a 7-point rating scale, I evaluated task difficulty. Participants rated difficulty from 1 to 7, with 1 as very difficult and 7 as very easy.
Comparing mid-fidelity to high-fidelity, there was a significant 30% increase in overall average score, indicating improved usability. I ultimately completed the prototype on schedule, leading stakeholders to secure funding for further app development.
