Asos Drip: UX Case Study of a Microsite
Our team was me, Ahalm, and Hana. We use the UX design skills and tools we learned in the course with Misk Academy to design our microsite.
Problem statement :
Active social media users often share their newly bought items and items that they are unsure of with their social circles. They currently do it using social media. The solution will deliver the feature that allows the Asos Drip shopper to share new items and more.
Persona:
We chose our Target Persona, and we find an interesting thing
he is like to plan early and wear trendy fashion also he like to influence and share his new things with his network, so after that, we find pain point wenches he doesn’t have time to to go shopping onsite or online with maintaining his budget
Disk research :
We did a lot of research about our users, and Competitors do find Features they provide it so for that, we did Feature and Layout Comparison also leaf diagram.
Shopping websites use influencers to help sell their products and involve regular users to increase their visibility to new users through reward systems.
However, business research shows that focusing on influencer marketing does not impact new buyers for the website. Current research shows that smaller social media users, who affect what friends or family see from them, are a huge business model right now to bring in a new customer.
leaf diagram:
Survey :
We created a screener first to find the right people who fit our user persona.
We also asked them to card sort our categories for us.
We conducted a hybrid card sorting. Many of the participants simplified the categories, as they were too detailed.
Our Finding:
They prefer an online website that provides good material and product information.
2) They like a website that provides multi-brands options
3) usually share their items-to-buy of interest with friends and family and do not like sharing with people they don’t know well
4) Shares their items of interest on WhatsApp and sometimes Snapchat to friends and family for opinion or advice.
5) They are influenced mostly by seeing what friends have, so they want to own similar items.
6) Asos prices are too high, but the sales are great
7) They wear activewear for both comfort and exercise
8) They would share to others who they don’t know and would also place reviews on the website if they got points for it
Heuristic Evaluation Insights:
1-Categories for athletic-wear are very complicated and differ from e-commerce to e-commerce. For example, Noon has their athletic wear under the “Occasion” category → Our solution: we simplified the categories
2-Rewards pages are hard to find generally and seem to be hidden from the user in most e-commerce websites that have this feature → We placed the rewards page in an easy to find location in our sitemap
3-Glossier does a great job presenting real women to represent their brand and a choice to share with Instagram followers → We incorporated this feature into our microsite.
Information Architecture:
this is our site map
here are the main features
reward page
sharing page
lo-Fidelity Wireframing
