WanaTry
WanaTry serves today's young women by enriching their online shopping experience with traditional plus innovative customized services. WanaTry offers high-quality, affordable, well-designed non-FMCG apparel, aiming to make fashion more inclusive - regardless of body shape, help every woman discover their own beauty, yet more exclusive - provide personalized services and dressing tips.
I joined the WanaTry startup team as a UE Designer and built the entire WeChat mini app user experience. This project will introduce how I designed the WanaTry experience from 0 to 1.
Launched Service, 2019.09 - Present, Senior User Experience Designer
Design Brief
Brand Vision
" Great personal style is an extreme curiosity about yourself. "
We believe that clothing is a kind of language and an essential form of self-expression. The process of learning how to dress up is a process of self-exploration.
WanaTry hopes to accompany all girls through this process of self-exploration and discover their own beauty. WanaTry aims to allow users to express themselves in a better and more confident way for different scenarios.
WanaTry campaigns
Design Process
User Research
Key Findings of Questionnaire Survey
I and the marketing team conducted a questionnaire survey of our target users. And below are some key findings from 2996 samples.
Interview and Pain Points Insights
Through phone interviews with 30 women aged 25 to 35 living in first - and second-tier cities, I found that the target audience has the following major pain points when it comes to buying clothes:
These eight main pain points can further be categorized into two aspects:
1) It is difficult to get satisfactory apparel
During shopping for clothes (especially online shopping), the costs of comparison and selection, trial and error, time, and money are high.
2) Don't know how to dress better
It is difficult to find more fashionable clothes that are suitable for their own body types, facial characteristics, daily scenarios, etc.
Define
Customer Insights & Design Challenge
After organizing findings from user research, I used the Jobs-As-Progress framework to better understand the target customer's needs and position the design question:
How can we design the WanaTry online experience to help women shop and dress better, and discover their beauty and confidence through this process? And in the meantime help achieve business goals and a good brand image?
Ideation
Key UX Facets
I used the honeycomb model to disassemble aspects of user experience and then brainstormed design ideas based on these dimensions, which helped form product design strategies.
Brainstorming & Affinity Map
After brainstorming based on the key experience facets, I used the affinity graph to extract four important product design directions and developed design strategies to guide the subsequent design process.
Design Strategies
Combined with research results, business goals, and design ideas, I refined the strategies for designing WanaTry WeChat mini-app experience as follows:
Develop
Information Architecture
User Flow & Wire Flow
Design Highlights
The design implementation was developed and delivered according to design strategies. Therefore, design solutions will be presented in combination with design strategies to show how I specifically build user experience from product display, personalized service, and PGC.
