What’s Percentil?
Percentil is a sustainable fashion e-commerce on a mission to help others dress for less and reduce the impact of fast fashion. They are known for their rigorous quality control and excellent customer service.
My Role: UX Researcher/ UI Designer
Deliverable: Native App
Time: 8 weeks
Research
To find out what people are looking for when buying second hand clothes, we conducted:
81 Surveys
UX Audit of Current site
8 contextual inquiries
8 round of observations
5 Interviews
The Challenge
Increasing customer loyalty by creating a native app.
How can we improve the current shopping experience through an app?
What are users saying?
“I like shopping at Percentil because I like to believe that I am somehow helping reduce waste in the fashion industry.”
“Too much stuff! There are too many choices to pick from, I get overwhelmed.”
“When I buy secondhand clothes I like to know exactly what I’m getting, I want full transparency and no surprises.”
Value Proposition
What makes percentil special?
Percentil’s value proposition is to help reduce the negative impact of fast fashion by providing users with good quality second hand clothes thanks to a rigorous quality control process at a reasonable price.
Insight
After conducting a round of contextual inquiries and user tests we were able to see that 3 out of 5 users didn’t understand Percentil’s value prop and thought it was just another regular e-commerce.
How might we make Percentil’s sustainable mission more clear while also reinforcing customer loyalty?
User Journey
Observations
Online Shopping
After observing our users, we found that 6 out of 8 users immediately go for the search bar and type in the item they are looking for and from there they use filters if needed to filter out the results.
Pain Points
While conducting user tests to see how users engaged with the current site, we gave them a task which consisted of:
Searching for a Mango brand denim jacket in their size and adding it to their cart
Searching for Zara brand jeans in their size and adding it to their cart.
Results:
Seven out of eight users were able to complete the task but six out of seven took an unusually long time to complete the task and expressed how frustrating it was to find these items.
Problem Statement
Quality-driven secondhand shoppers want to efficiently change their wardrobe without impacting the environment to sacrificing quality, but they are often overwhelmed by the choices available.
Percentil Target Users
Archetypes
After thorough research we were able to condense Percentil’s main users into these two archetypes.
Wireframes
MID-FI
HIGH-FI
Design System
The App
Key Features
Personalized Style
The app is able to curate a personalized section of clothes and accessories for users by collecting their style preferences through an interactive onboarding process.
Gains: Users will save more time looking for things as their sizes and preferences will be saved for future searches along with a personalized selection to choose from.
Easy to use filters
By reorganizing the filters and adding new ways to filter price, the user is able to easily find exactly what they want without any clutter.
Gains: Improving the search process will reduce drop off rate and increase the chances of customers finding exactly what they want and keep them coming back.
Measuring Impact
In addition to the wallet, we added a section for Eco Tokens; a type of point system that accumulates from each second hand purchase and which can give access to exclusive offers.
Gains: Eco tokens are a loyalty program to incentivize and reward users to shop more while also reinforcing Percentil’s mission proposition on the importance of shopping sustainably.
The Prototype
The task the user must accomplish through this flow is to complete the onboarding, search for a coat within her price range and add it to her cart which automatically puts the item on hold.
Next Steps
Build a shopping cart and check-out process
Finish the mens and childrens catalogue
Apply heuristic corrections to current site