Design for Continuous Virtual Fitting Fashion Exploration
UX improvements that increased user engagement time by 10%
Epictiger
2022
✨Summary
BUSINESS GOAL
Increase user engagement. More opportunities for product exposureUX GOAL
Create a seamless fashion exploration experience that supports a growing item catalog
and helps users discover more items and styles.
SOLUTION
- Improved item navigation and categorization to support more fashion items.
- Improved Product Information Discoverability and Enabled In-App Product Information
IMPACT
Increased product information click conversion (4.5%).
Increased user engagement time (10%)
Design Process
User Feedback Analysis → Opportunity Identification → UX Design → Usability Testing → Implementation
About the Service
Molting is a virtual fashion platform in South Korea,
which raised over $100 million from the TIPS incubator program.
Users can create personalized avatars, try on virtual items, and share their styles with others.
By showcasing virtual fashion items, the service enables fashion brands an interactive marketing.
The company was selected as TIPS incubator program in Korea, raising over $100 million.
Background
From an MVP to an official launch
The service launched an MVP with basic features to validate user and stakeholder needs for the virtual fitting concept. After that, the business was preparing for a large update on fashion items.
Along with the update, the team was seeking more opportunities to engage users with the fashion products.
MVP Launch
Item Expansion
Opportunities to enhance Product Engagement
My Role
Led the coordination journey ux improvement
Team Composition
UX Lead / 1 Product Designer / 1 UI Designer / 1 PM / 4 Graphic Designers / 5 Developers
I took the main UX design of this project alongside the team lead.
Initiated the UX design via user analysis and opportunity digging.
Designing UX guidelines for developers and UI designers
Communication between leaderships and developers on weekly basis
The Pain-points
I Identified Pain Points & Needs of the current service.
Opportunity for Product Engagement
Seeking Opportunities
01. User Pain Point
— Limited Exploration
Want more avatar customization and fashion item options to experience different looks and styles.
(Source: App Store reviews and customer service requests.)
Opportunity for Product Engagement
Seeking Opportunities
02. Business Need
The business wanted to improve user engagement and clicks on product information.
🌟 These pain-points were linked to UX Frictions during the journey
Users have to scroll a lot to browse items
When customizing and coordinating their avatars,
users can only see three items per scroll.This makes users difficult to navigate various items.
High Friction in Accessing Product Information
When browsing other users' styles, users had to tap on a feed post to view product information.
This makes the product information less visible and hard to discover.
Clicking "Learn More" redirected users to an external shopping website, disrupting the in-app experience.
Goals
We defined UX goals based on the identified pain points and needs.
Business
Increase user engagement by creating more opportunities for product exposure.
User Goal
Enjoy virtual fitting with a variety of fashion items and inspiring styles.
🌟 UX Goal
Design Solutions
Expanded space for item browsing
Expanded the item grid to four columns.
Removed the circular boundary.
Moved the fixed button to the top bar.
Categorization of items
As the number of items increased, categorization became necessary
2 level category structure
Used visual icons for top-level categories to make them easier to recognize.
Improve Discoverability and
Enable In-App Product Information
Added a clear entry point to product details
Enabled users to view information directly within the app,
keeping them in the exploration loop.
Usability Testing & Iteration
Conducted unmoderated usability testing with 5 users after release.
Focus l How easily they could browse items while coordinating outfits.
✅ Finding
As the item catalog expanded,
a wider variety of colors made some items harder to see when they blended into the background, making browsing more challenging.
✅ Design Improvement
Added an option to change the background color to improve item visibility and make browsing easier.
Result
Increased product information click conversion (4.5%).
Increased user engagement time (10%)
