Project Overview
Scoping MVP
I conducted discovery interviews with women aged 26–46, representing a range of professions and fitness levels, to uncover user goals, pain points, and define key user types. From these insights, I developed a user persona and journey map, and performed a competitive analysis of major players in the women’s athleisure market. Based on the findings, I scoped 2-3 MVP features for ALIGN Phase I to address user needs, bridge market gaps, and establish clear differentiators.
Ideation Process
I started with story boards, concept sketches, a user flow diagram, and low-fidelity wireframes to map out key path scenarios. To align on priorities, I facilitated design workshops with stakeholders to define and prioritize MVP features. From there, I built a scalable design system, developed high-fidelity mockups and interactive prototypes in Figma, emphasizing MVP differentiators.
Usability Testing
I conducted moderated usability tests with five real users and worked closely with engineers to implement design improvements. Through iterative testing and feedback during development sprints, I continuously refined the product to enhance usability, findability, clarity, navigation, and overall consistency.
Who are our stakeholders?
Key Stakeholders
- moms who love to wear comfortable athleisure clothes but with limited time to shop, and
- professional women who are seeking quality athleisure wear.
Athleisure Shopper Types Matrix
Based on our user research, the quality-driven frequent shopper will be the early adopter of Align.
User Pain Points
User Pain Point #1
Inconsistent sizing and fit uncertainty
User Pain Point #2
Lack of representation in model imagery
User Pain Point #3
Too many options, poor filtering and navigation
User Persona and Journey Map
Competitor Analysis
User Flow
User Flow Chart (key path scenarios)
Wireframe Sketches
Digital Wireframes
Mock-ups
Prototypes
Design System
Iterations after Usability Testing
Sign up page improvements:
- Added a title and banner for explanation.
- Changed color of action button.
- Added password input field.
- Changed the design of input fields.
Size info page improvements:
- Changed from size dropdown menu to listing size breakdowns for user to choose to minimize user clicks.
- Changed color of action button.
Style quiz page improvements:
- Changed from 4 images per page to 2 images per page for easier user experience and effective AI learning process.
- Changed color of action button.