Janguer, derived from the term “hang out”, is a friendly, fresh and collaborative online shopping platform where you can find all your favorite clothing brands. All in one place. A product with a friendly way of communication, size recommendations and a unique shopping experience.
I would like to present to you my most loved project. Here, you will find the process and the results of our team during the Globant 2020 digital product design program in Latin America. Thanks to all the people who supported us!
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From Güin-Güin we are initiating an alternative strategy which focuses on improving the experience of our buyers in online stores, leveraging technological advances directing this evolution. We seek to generate a white-label, taking into account all the problems during the online clothing purchase developed by the current COVID-19 situation (2020)
Discover new strategies to transform the shopping experience in online stores from the moment of consideration to delivery.
Guin Guin Staging: We currently have a highly developed market and great product positioning with our clients. However, the global pandemic situation has impacted us. Users have changed their way of thinking and acting in relation to their shopping habits (“this is called the new normal”), we believe through a robust and forceful strategy we will be prepared to regain our position.
We based our design process in four stages: discovering, defining, developing and delivering.
Our team relied on three data collection methods to analyze the problem situation:
We developed a survey that was answered by more than 240 people from different countries. The survey was planned in order to know users' online shopping habits.
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We interviewed 12 users between 18-30, 31-50, 50+ age ranges, divided into three archetypes: Regular buyer, concerned buyer, and the seller (brand).
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Our Benchmark process was in constant change and evolution. We never stopped inquiring. We were investigating existing pages with similar functionalities in the users shopping experiences. We took reference according to:
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Users don’t feel safe requiring an online purchase because they are frightened of wasting time and money. They didn’t trust the brand/seller.
The biggest fear was when they were selecting sizes since they didn't have clear and accessible information on clothing products.
It was very difficult to capture the human essence (warmth, attention, immediacy, trying on garments, etc.) in a digital and remote process.
Regular buyer
Concerned buyer
The interested seller
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As designers, we knew that the main formula to generate a good product is to iterate and recognize how the user interacts with the platform, thus, after proposing solutions with low fidelity wireframes (using tools such as Miró and paper prototyping), we made a simple design in medium fidelity in Figma, which we tested with six different participants. Our main objective was to test specific functionalities such as the clarity of the instructions at the beginning of the navigation (Onboarding), the information of the products, the size questionnaire and the outfits tool.
They didn’t read and understand. They thought it was advertising. It was easy to skip.
Make the platform as clear as possible, there was no need to include instructions at the beginning.
Most of the participants didn’t perceive the comments. The information wasn't clearly visible.
Change the comment’s position.
They didn’t feel comfortable selecting the type of body through photos.It was straightforward for them to find their size.
Generate only questions and produce a standard figure for all body types.
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Online clothing stores have trouble in generating customer trust, either due to their lack of transparency in communication, preconceptions about the system or fear of wasting money and time. That’s why we thought of creating a service that would allow the users to offer a meaningful experience by making them the main protagonists of the purchase. In addition, capturing the human essence of physical stores (warmth, attention, communication, personalization and immediacy), could improve their trust in the platform and the brand.
We designed a co-branding space that would allow brands to coexist while maintaining their unique characteristics, personality and essence. Otherwise, several product options could be appreciated simultaneously.
This project helped me learn to trust my team. I learned that with a good organization and excellent work, incredible things can be achieved. While we were presenting the product to the stakeholder, I also had the opportunity to understand the importance of storytelling, trust and good communication. If you have done a great job, there’s no reason to feel nervous.
Trust yourself, your team and your results.
Validation test.