MY FIT STUDIO
AI-powered virtual try-on feature for the ASOS mobile app to improve fit accuracy and enhance user satisfaction
CLIENT
Hypothetical
PROJECT DURATION
Feb '24 - Mar '24
KEY MOMENTS
PROBLEM STATEMENT
The current fashion recommendation systems often lack personalization, failing to fully utilise user data such as purchase history, browsing behaviour, and style preferences. This results in a generic user experience that doesn't resonate on a personal level. To create a more engaging and tailored shopping experience, the new feature will provide personalised fashion recommendations, thereby increasing user satisfaction and driving sales.
PROJECT BACKGROUND
ASOS plc is a British online fast-fashion and cosmetic retailer, primarily aimed at young adults. They sell over 850 brands as well as its own range of clothing and accessories, and ships globally from fulfilment centres in the United Kingdom, the United States, and Europe.
HYPOTHESIS
Integrating an AI-powered Personal Stylist feature into the ASOS mobile app will provide personalized fashion recommendations based on user preferences, style, and browsing history. This will create a more engaging and tailored shopping experience, leading to increased user satisfaction and driving higher sales.
USER RESEARCH
RESEARCH METHOD
To guide the design process, I conducted a competitive analysis of AI-powered fashion apps and did secondary research, including digital listening, to understand user pain points and industry trends. I also carried out in-depth user interviews, which helped me create user personas and a user journey map.
COMPETETIVE ANALYSIS
IN-DEPTH USER INTERVIEWS
KEY QUOTES BY PARTICIPANTS
OBSERVATIONS FROM AFFINITY MAPPING
Users need personalised styling & pairing recommendation based on the product they want to buy. This recommendation should be based on their own style preferences
Users want to get a good sense of how a product looks on them before buying it
Users frequently use features like search, filter & sort to narrow down their options based on brand preference and budget
Users go through reviews and want to know both positive and negative aspects before purchasing a product.
Users spend most time in determining the right size and fit for a product (they narrowed down to) and factor in body shape, height, material & color before selecting
DEFINE
USER PERSONA
USER JOURNEY MAP
DISCOVERING THE REAL PROBLEM
PIVOT TO AI VIRTUAL TRY-ON
During the research phase, it became clear that the primary pain point was not the lack of personalized fashion recommendations but rather issues related to sizing. Users frequently encountered problems with finding the right size, leading to a high number of returns, which negatively impacted both user satisfaction and company costs.
HOW MIGHT WE…
IDEATION
FEATURE ROADMAP
The design aims to solve sizing discrepancies in online shopping by integrating several key features.
Users can create realistic AI lookalike avatars and use the Virtual Try-On feature to see how clothes fit and look before purchasing.
A comprehensive Sizing Guide helps users choose the right size, while profile management features allow them to update their information and add multiple profiles for others.
Additionally, the app could offer personalised recommendations based on body profiling, ensuring a more accurate and satisfying shopping experience.
INFORMATION ARCHITECTURE
SITEMAP
This feature provides two key access points for users: the first is on the homepage and account page, allowing users to create their virtual model; the second is on the product detail page, where users can generate their model wearing the selected garment for a more personalized fitting experience.
USER FLOW
TASK: CREATE A TRY-ON AVATAR
LO-FI WIREFRAMES
USER INTERFACE DESIGN
HI-FI WIREFRAMES
ENTRY POINT
To introduce users to the new feature, access to creating an AI lookalike model is prominently placed on the homepage. Additionally, users can easily access this feature from their account page for convenience.
CREATE A TRY-ON AVATAR
The "Create a Try-On Model" feature lets users generate a realistic AI avatar using their body measurements. This virtual model allows users to try on clothes digitally, helping them see how different styles and sizes will fit.
PRODUCT DETAIL PAGE INTEGRATION
To introduce users to the new feature, access to creating an AI lookalike model is prominently placed on the homepage. Additionally, users can easily access this feature from their account page for convenience.
HOW TO GET STARTED
To make this feature beginner-friendly, a comprehensive guide is included to assist users step-by-step before they begin using the tool. This guide ensures that users can easily navigate and fully utilize the AI Virtual Try-On feature, enhancing their overall experience.
USER TEST
RESEARCH GOAL
To conduct a usability test to understand end users’ preferences, with the aim to evaluate how users navigate the website, find information and accomplish tasks.
RESEARCH METHOD
Conducted tests remotely using zoom and took notes during test
Used affinity mapping method to identify common themes and recommendations Sorted the feedback using feedback grid
Sorted recommendation through frequency to severity mapping to prioritise results
TASKS
Find the virtual try-on feature
Create your virtual model
Try on clothes
FEEDBACK GRID
FINAL ITERATIONS
CREATE A TRY-ON MODEL
PRODUCT DETAIL PAGE
KEY TAKEAWAYS
The AI Virtual Try-On feature in the ASOS app can effectively address sizing discrepancies, reducing return rates and enhancing user satisfaction by allowing customers to create realistic avatars for virtual fitting.
NEXT STEPS
USER RESEARCH
Future research will focus on improving the AI Virtual Try-On feature's accuracy and user experience. By continuously gathering and analysing user feedback we can identify areas for improvement and new feature requests
FUTURE USE CASE
Social media integration: Enable users to share their virtual try-ons with friends and family for feedback
Add multiple user profile: Users can create and save multiple AI models as separate profiles, allowing them to shop for their family members
Enhanced AI algorithms: Continuously refine AI algorithms for improved accuracy and personalisation.
Accessory and footwear try-ons: Extend the virtual try-on feature to include accessories and footwear.
Personalised recommendation: Provide personalised product recommendations tailored to users' body profiles for a better fit and style