CLIENT

FashionBoss

SERVICES

Strategic Planning
Brand Identity
Innovation Design
Design Research
UX/UI Design

METHODS & TOOLS

Persona building
Journey mapping
Value chain analysis
Assumption testing
Brainstorming
Visualization
Concept development
Prototyping

PROBLEM

This exciting and seed-funded start-up needed someone to visualize the founder’s concept and help guide them through a product pivot.

PROCESS

For this project, we began by taking the founder’s existing site sketches to dig for details. We developed four key personas to identify our most likely user targets. We next built out journey maps and mind mapped what the site should entail for each persona with this information. This learning stage allowed us to develop some assumptions about what features would be most appealing to the target user groups. Next, we tested these assumptions with users for validation. Upon completion of this iteration, we began the development of a site map and content needs. This work was done concurrently with work to develop look and tone.

During this time, we were also evaluating progress with investors. In these meetings, we began to see a shift in market excitement. The solo learning platforms were losing favor with investors. We looked back at our initial research for insight into users and identified a critical learning component–socialization. We then embarked on a pivot to rethink the learning platform built around socialization and practical tools.

At this stage, we revisited our previous wireframes to develop new content maps and new wireframes. We then developed prototypes for usability studies. Finally, we layered on new user Interaction designs and began looking for development partners. In working with a development team specializing in start-ups’, we engaged an MVP build and successive rounds of iterative testing and refinement.