urban outfitters redesign

Project Redesign

Overview:

I was tasked to pick one of my favorite apps, find a problem with one of its functions, and redesign it in order to solve that problem. Being an online shopaholic, I chose one of my favorite brands, Urban Outfitters, to be my “victim” of this redesign.

Challenge:

How can the redesign of the app increase the number of visits a user has to the app?

USER TESTING OF INITIAL APP:

To find the current flaws in the Urban Outfitters app, I ran three user testing sessions with college students to identify which feature needs the most help and why. Users pointed out that once they got to a category of products (i.e. tops or shoes) it was relatively easy to pick their desired size and color and add to the cart. However, they felt like there were too many steps to get to this outcome, especially if they didn’t have a desired product in mind.

0_JjHJKdEPZIDo2Exo-1.png
0_Ewv9GLG7ExT9Z3ZC.jpg
0_7R06hsQnFkg_eI_t.jpg

“I just feel like I’m going through a lot of pages to get to the product. Too much scrolling in my opinion.” - User Testing Participant

RESEARCH AND PERSONAS:

A robust company like Urban Outfitters has their target company clearly specified, so they did a little bit of the work for me. I dove into research to understand the current structure of the audience of Urban Outfitters.

In order to understand the flaws of the current app, I started by doing research on Urban Outfitter’s target audience. I found that the target age range is 18-28 year olds, with some key words to describe the fan base are irreverent and spunky. After research on how Urban Outfitter’s pivots themselves and their value proposition, I created user personas based on my research.

User Personas (1).jpg
 
 
User Personas.jpg

Problem:

Consumers need a landing page that draws them in through personalized content and intuitive functionalities in order to increase the length of their active session and increase purchases.

Goal:  

To redesign the home page of the Urban Outfitter’s app to better connect to its target audience.

A/B TESTING:

In order to understand what features and functions were applicable,I conducted a series of A/B testing on target audience members. I created a series of three high fidelity wireframes, comparing my changed designs to the control group, the original designs. I had a group of 6 participants and divided them up into groups of three for the assignments of the designs.

 
1_ksafv9jQCRbpTkfxyr-dnQ.png
 


From the changed version, users had a 47% conversion rate to find a product they would buy while the old version had a 23% conversion rate.

RESEARCH TAKEAWAYS:

  • Users want a personalized experience every time they open an app

  • Users have limited time to spend online shopping and want to be quickly directed to their goals

  • Industry competitors have customized experiences at the forefront of their apps

OLD VS NEW SOLUTION:

 
0_JjHJKdEPZIDo2Exo-1.png
0_Ewv9GLG7ExT9Z3ZC.jpg
0_7R06hsQnFkg_eI_t.jpg

Previous layout of the Urban Outfitters app.

1_sXnkJxsq6SzXPmRg7HrL_g.png
1_-Xl6oKs3d1kiuGXLqKnD6Q.png

My redesign of the Urban Outfitters app.

I have decided to combine the Discover and Shop tabs into one forward-thinking Shop category. “Just for You” replaces the Discover page, and “Categories” is the substitute for the traditional mobile shopping experience. On the “Just for You” tab, algorithms work to push user-specific content,making the experience personal to each individual. Continuing with the redesign of the Shop page, the subsections of each category now appear through a pull-down bar. By having this format, it increases the usability of the app, and decreases the problem with the previous length of the user journey.

REFLECTION:

As I wrapped up this piece of the project, I thought of some other methods I could take into consideration in order to have a stronger result in my design.

Moving forward, I plan to conduct card sorting with those in the target audience to see how they would categorize the information that Urban Outfitters supplies. I would continue to work with the target audience and understand their pain points and frustrations with the current state of the app .

 

To read more about this project, check out my Medium post.

This project, as well as my other work, is not affiliated with Urban Outfitters