della terra
iOS App | D2C e-commerce
Overview
The Client
della terra (Italian for “of the land”) is focused on creating real shoes for real people. During a time when the world of fashion and footwear has consolidated, the consumer has been having to make hard choices between their core values and their style. della terra brings a fresh, must-have take on fashion that feels accessible and versatile, while embracing a sustainable, ethical and inclusive purpose that matters and is currently absent from the market today.
Project Scope
My team and I were tasked to design the MVP for della terra consisting of a native mobile iOS app with a direct-to-consumer e-commerce platform. Our team designed the e-commerce user experience while also engaging the user in della terra’s core values of sustainability and inclusivity.
Project Duration
2 Week Agile Sprint
Methods
Stakeholder Interviews, Screener Survey, User Interviews, Affinity Mapping, Competitor/Comparator Analysis, Feature Prioritization, Persona, Journey Map, User Flows, Design Studio, Wireframes, Mockups, Prototyping, Usability Testing, Style Guide
Tools
Figma, Zeplin, Miro
My Role
Scrum Master | UX Researcher | Product Designer
Team
An eclectic trio of UX Designers / footwear aficionados:
Akil Grubb (Favorite pair: Cement Jordan 3’s)
Elazar Weiner (Favorite pair: Sandals from Israel)
Gabriela Fish (Favorite pair: Knee-high boots)
Case Study Snapshot
For those who prefer the gist.
Case Study Deep Dive
For those who prefer to dive into the details.
Discover
Understanding the Who + Why
Stakeholder Interviews
Before launching into user research, our team needed to understand della terra’s brand and business goals.
So, we conducted a stakeholder interview and got closer to della terra’s core aims + values.
Business Needs
Design an MVP to share with investors and eventually developers
Stand up to and apart from the competition
Provide sizing clarity to minimize product returns
Design predictable e-commerce user flows
Business Curiosities
Augmented Reality as sizing confirmation
Maximizing brand loyalty from launch
The app experience vs. the web-based experience
How to showcase della terra’s values
“The digital product should highlight sustainability, diversity, and inclusivity initiatives.”
— Emily Landsman, della terra CEO + Founder
Market Research
For a new footwear line, competition is stiff. We needed to get up close and personal with the key players. I downloaded competitors’ apps and explored their websites in order to comprehend the intricacies of della terra’s closest competition.
We also utilized assets already provided to us by the della terra team including a competitor analysis matrix, a list of their favorite comparable apps and website.
User Research
Empathizing with our user
In order to find the right users to interview, we sent out a screener survey with specific criteria in mind, that would address our problem area.
The survey participants that passed our screener:
Care about sustainability and inclusivity in fashion
Buy shoes at least twice a year, with a budget allocated towards buying clothing and footwear.
Following the screener, we conducted 12 user interviews with value-aligned shoe shoppers.
Engaging Users
20
Participants completed a screener survey
13
Participants passed the screener and shared availability for an interview or research activity
12
User interviews were conducted with participants
What we heard
“I like to research everything I buy… reading the reviews and comparing price points.”
“I won't waste my time or money on shoe brands I don’t trust.”
“Anytime a brand has sustainable shoes I know what is happening.”
“There is never too high or low a price. If the shoe is good, then I'm willing to pay whatever.”
“I have friends with the same affinity for shoes and I see the brands they use to help me to determine what to buy.”
“I think there's a lot of brands that project an outward image of inclusivity but then on the inside their brand doesn't reflect that.”
“When I put on a pair of Air Force 1's, I’m my Dad, I'm my Uncle, I'm my Grandpa.”
“I'm a fairly active person, and I need to feel like I can walk a lot in it without getting blisters.”
“Sustainable materials makes me feel better about my carbon footprint.”
Affinity Mapping
Using sticky notes, we gathered quotes and observations from the user interviews and organized them into themes that eventually formed "I" statements to help us understand our primary user's behaviors, needs, and motivations from their perspective.
Synthesizing our research into insights
What people are paying for
Durability
People expect to get a lot of use out of the shoes they buy.
Fit
People hold some idea of what shoe sizes fit them but need additional information/resources to make a choice that fits their needs.
Function
People think about the functional aspects of footwear when making buying decisions because they'll need to use the products often.
Responsiveness
People expect a positive customer experience whenever they deal with product issues because they want to maintain peace of mind.
Why people buy
Personal identity
People use their shoes to reflect and reinforce their personal identity.
Research
Prior to any purchase, people research a product so that they can ensure their buying criteria is met.
Brand reputation
A brand must establish a good reputation with customers over time in order to buy a customer's loyalty.
Social Influence
People are influenced and motivated by word of mouth when shopping for footwear because they believe and trust the experiences of people they know over what a brand may claim.
Perceived Value
People justify paying more than market value for a product when they perceive a higher worth.
Selecting who to buy from
Sustainability
People expect "sustainable" brands to limit waste and use recycled materials
Ethical Sources
People expect "ethical" brands and companies to treat and compensate their labor force well and do not test any products on animals.
Transparency
People need transparent proof of ethical policies and impact when a brand claims to be value-driven.
Inclusivity
People expect "inclusive" companies to practice external branding which value differences and internally providing opportunities to all types of people
Define
Naming the What (While Anchoring in Who + Why)
Based on our research-driven insights, our persona Shayna was created. She would anchor our team in constant empathy for our users.
By compiling common needs, frustrations, goals, and behaviors, we could then define the problem and the opportunity for a solution within it.
Problem Statement
People want to acquire footwear that fits well, feels comfortable, looks stylish and reflects their identity.
People need a way to ensure that their values and ethical concerns are aligned with the brand and company where they choose to shop..
How might we build an e-commerce app for della terra that will enable Shayna to purchase footwear that meets her expectations while also confirming alignment with issues she cares about?
Develop
Ideating and testing the How (While Anchoring in Who + Why)
From Problem to Solution
Before jumping right into solution ideation from this problem statement, we conducted a competitive/comparative analysis (focused solely on comparing the app-based e-commerce experience) and a MoSCoW (Must have, Should have, Could have, Won’t have) Feature Prioritization based on our research and della terra’s current capacity.
Here, we made some tough decisions. Although our client was curious about integrating Augmented Reality (AR) as a tool for sizing confirmation to minimize returns, we decided there wasn’t enough proof in the market of this technology functioning well and leading to purchase, and it would be costly for a startup footwear line. Similarly, we although a drop date calendar was enticing when first thought about, it really only works wells for a brand that has frequent new releases and a wide collection. This would be a great feature to integrate once della terra has a wider selection with a long-term calendar of drops.
Design Studio
Having normed on what features to include, we invited key stakeholders into our design studio in order to stay aligned with our client’s needs and wants as well as our Persona’s needs and wants. Also, more brains make ideas better, of course. Through various rounds of Design Studio, were able to decide on the primary navigation and converge on the initial designs of the Home screen, the Impact screen, the Browse (later called Discover) screen, and the Product Detail screen. One place we deviated from our competitors was creating a primary navigation tab just to highlight della terra's (and the user’s) impact. This was highly important to the client from the beginning, so we wanted to give their values a highlighted home in the app.
From Paper to Mid-fi Prototype
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Tasks
We selected tasks that would directly test the e-commerce user flow.
Find sandal products
Select a pair of sandals and confirm your size
Complete the purchase of your sandals
Mid-Fi Usability Testing Results
Key Takeaways
Utilize multiple paths to ensure consumers can find things that they seek
Simplify the size selection process and clearly communicate what sizes an individual is selecting
Include all relevant details of the selected product on the cart page and confirmation page
Include information relevant to the product and how della terra makes a difference somewhere along the checkout
Deliver
Presenting the solution in the form of clickable prototype and next steps
(Still Anchoring in Who + Why)
Hi-Fidelity Prototype
So how did we arrive here?
We know that shoes are more than just what you wear on your feet. Shayna, our persona, LOVES expressing herself through her fashion and shoes.
So, although we prioritized the e-commerce experience as the MVP of this app, from the Home page to Discover to Impact to her Account, we wanted Shayna to see herself in della terra’s identity, with values at the forefront.
Tasks
We mimicked the tasks from mid-fi testing that would directly test the e-commerce user flow. We added a task based on the updated onboarding screens to register and create an account.
Register and create account (NEW)
Find sandal products
Select a pair of sandals and confirm your size
Complete the purchase of your sandals
Hi-Fi Usability Testing Results
Key Takeaway #1
Users expect heightened clarity and controllability during any e-commerce experience.
Recommendations:
Explain what tools like True Fit are in more than 1 way, more than 1 screen
Provide users with complete access and control as to when forms are completed
Key Takeaway #2
Sizing + fit drive (dis)satisfaction
Recommendations:
Gain increased clarity on della terra's specific sizing system and model the product detail page accordingly
Continue to simplify sizing (more paths don't necessarily make it more clear)
A/B Test Sizing Layouts for web and mobile size selection
Key Takeaway #3
Word of mouth is paramount.
Recommendations:
Utilize product reviews as enhanced confirmation for size, fit, and feel
Key Takeaway #4
Fine tune the return shopper's experience as much as the new shopper.
Recommendations:
Differentiate and test a personalized Home page for signed-in user
Differentiate and test the checkout experience for a signed-in user
Measuring and celebrating impact
Account-based incentives and experiences that build loyalty
Key Takeaway #5
della terra is more than a footwear brand. Iterate accordingly.
Recommendations:
Allow users to interact meaningfully with della terra's core values
Design and test impact page further
Next Steps
Iterative Design
Continue to test and design the MVP
A/B Test size selection systems
Development
Once further data is gathered and investment raised, share documentation with developers
What did I learn through this experience?
In short, a lot.
I was able to lead my team to design an extensive MVP, using only one photoshoot, product CADs, and a two week timeframe. The key to our success was bringing everything back to what our interview participants told us, and empathizing with their needs. So what are some of my learnings?
I flexed my muscles of quick data-backed decision-making. When it doubt, return to the research or research some more. Always validate your assumptions, but with efficiency.
The e-commerce user flow. By immersing myself in countless apps and websites of competitors and comparators, I became as familiar with e-commerce as if I had been working on this for months. I learned patterns, what works, what doesn’t rapidly.
Relearned the lesson that research and empathy for the user are a CONSTANT - not occurring only at the beginning of design, but throughout.
