INFO
This fictional project aims to make in-store second hand and vintage shopping more accessible and attractive to people. Currently, it’s hard to keep track and find the right store. The responsive web app Vindr helps with personalized recommendations to find the best second hand stores, flea markets or charity events worldwide.
DISCIPLINES
UI
UX
PROBLEM
In-store second hand shopping and donation of clothing isn’t attractive for many people, although it has many advantages
It’s common knowledge that fast fashion companies are bad for the environment. As a result, the second-hand market is booming - but mainly online. Yet in-store shopping has many advantages: the items can be tried on before buying and the time-consuming and environmentally harmful shipping is not required. Unfortunately, it isn’t very attractive to many people: It's hard to keep track of what's available in the area, to find suitable stores for the own needs and to get the infos on where and how to donate clothes.
GOALS
Save time when searching for information
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Provide an overview of stores, events, and clothing donations
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Inspire people to be sustainable through knowledge sharing
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Provide an easier introduction to the topic
Users can create their own shopping routes or events
Users and shops can upload photos and guides
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Through saved favorites, searches, similar users/brands, the algorithm learns what the user likes
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App financing through placed advertising and cooperations with stores
She can view shopping routes of other users
She can also find inspiration from other users with similar tastes
CHALLENGE 01
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​There was a big challenge that had to be solved: The app relies heavily on content. So how might we get people to create it?​
SOLUTIONS
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Lack of motivation to rate shops, upload photos & guides
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Create incentives
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Option for shops to automatically import their photos from online sites
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Motivation for second hand stores could be more possible customers & the app as a platform for promotion
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Motivation of sustainability (badges, rewards)
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People might not want to give away their best tips
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Offer advantages in the app: e.g. vouchers for active users
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Motivate users who resell online: they could reach more buyers
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In return, users also get tips from others (give and take)
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Option to share favourite stores only with friends/family
Users can earn rewards and gifts for uploading content, mentioning stores or donating clothes
CHALLENGE 02
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There was another challenge with the store reviews: They are very subjective (especially when it comes to fashion) and there might be a lack of motivation to write reviews.
SOLUTIONS
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Mentioning instead of reviews​
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Stores can be tagged by users in posts or stories (similar to Instagram)
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Advantage: On the profile of the "reviewer", users can check if they have similar tastes or find new inspiration among their favoured stores
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Producing content is more fun than writing reviews
COMPETITIVE ANALYSIS/BUSINESS MODEL
I did a benchmark analysis to see which features of my main competitors already meet the needs of my potential users and where to find opportunities.​​ I also looked at:
1) Search engines, yellow pages and rating portals
2) Shopping guides in (City) Magazines, Blogs, Socials
3) Online second hand stores
​I found that there is an opportunity for my own product as for the most part, filter options were either not at all given or just very limited, also current news (of e.g. flea markets, sale actions or new drops in the stores,) tips or a community only were available at very few competitors.
IDEATION
Using the Lean UX model, I developed the idea and created 4 personas with different demographics and secondhand shopping experiences/habits, based on internet research. I defined their behaviours, pain points and needs.
With the insights of the Lean UX process, I defined the "Jobs to be done" by the app...
...which led to the main features that I then organised into a sitemap:
Priority guides for 6 important Use Cases helped to define how and where the elements should sit on the screen
Wireframes and User Flows were created to help see possible frustrations for users while completing a task and to visualize the most important Use Cases. They were later used for the final design.
DESIGN