Dec 16, 2024
From Assumptions to Insights
From Assumptions to Insights: How User Research Transformed My Design Approach
As designers, we often begin a project with a set of assumptions—ideas we believe will solve a problem or delight users. My journey designing the “AI-powered Personal Stylist” feature for the ASOS mobile app, a hypothetical capstone project I completed during my UX Academy course with Designlab, started exactly this way. I envisioned a feature that would act as a virtual stylist, helping users discover clothes that matched their style preferences and browsing history. But as I dived deeper into the research, I discovered something unexpected: the real problem users faced was not finding clothes they liked, but ensuring the right fit and size.
The Initial Vision
My initial hypothesis was simple: by leveraging AI to analyze user preferences and behaviors, I could create a virtual personal stylist that would make online shopping more engaging and tailored. The goal was to offer personalized fashion recommendations that felt curated, much like advice from a professional stylist. It sounded promising—but was it solving the right problem?
Shifting Perspectives: The Power of User Research
To test my assumptions, I employed a combination of research methods: Competitive analysis: I studied AI-powered features in other fashion apps to understand what worked and what didn’t. Digital listening: I explored online reviews and forums to uncover common pain points users experienced in online shopping. In-depth user interviews: I engaged with users directly to understand their shopping habits, frustrations, and expectations. What stood out during this process was the repeated mention of issues around sizing and fit. Many users expressed frustration with inconsistent sizing across brands, leading to frequent returns and dissatisfaction. This was not just a challenge for users but also a significant issue for businesses, resulting in increased operational costs and reduced profitability. For instance, studies like those from ReturnGO and Statista highlight that size and fit issues are among the top reasons for returns, causing both end user dissatisfaction and financial strain on businesses. This insight was a turning point. It became clear that while a personal stylist feature could be helpful, it wasn’t addressing the core challenge users faced.
The Pivot: From Personal Stylist to My Fit Studio
With this new understanding, I shifted focus to designing “My Fit Studio” - a feature aimed at tackling sizing and fit issues. My Fit Studio allows users to: Create a virtual model based on their body dimensions. Virtually try on garments to see how they would fit. Receive personalized size recommendations for each product. Manage multiple profiles for family members to simplify group shopping.
