This was how I did research, refined problems and designed solutions for an e-commerce website.

1. Bespoke Tailor
Sam’s Studio
Ecommerce
Website
Lin, Min-Jung

2. Client-Tailor Sam
Sam is a bespoke tailor
in Melbourne
He just started his custom suits business
and has an extremely tight budget.
He’s able to rent a small studio but not spacious
enough for a fancy showroom so he needs an e
commerce website to expose his services and
selling accessories for suits online.
Main Service : Custom suits
Others : Accessories for sale
Ready-made sample suits in different sizes for his
customers to try on while the measurement session.
He wants to provide affordable custom suits for
his customers.
“Automation can’t replace craftsmanship ! ”
^ Bespoke tailor Sam was tailoring

3. Business Goal
Sam needs a way to create a high-end custom suits
experience for his customers in his studio.
“NO MATTER HOW YOUR BODY
SHAPE OR SKIN TONE IS,
YOU DESERVE A SUIT LOOKS
AWSOME ON YOU”
^ Project Runway Season 14 winner Ashley inspired Tailor Sam a lot
- Tailor Sam, Melbourne

4. Comparing Features
Different colors stand for five e-commerce
website: The iconic / UNIQLO / Country
Road / Carousell / Showpo
^ Carlos, Simon, Garry and I were discussing which websites we
should analyze.

5. Competitor Analysis - v1
^ After discussion with Carlos, Simon and Garry
E COMMERCE WEBSITE COMPETITIVE ANALYSIS
SHOWPO THE ICONIC CAROUSELL UNIQLO COUNTRY ROAD
Search 4 4 3 3 5
Shopping Cart 5 2 1 3 5
Header with
Categories
4 5 2 4 4
Scrolling Banner NA NA 4 5 4
Delivery
Information
5 4 NA 3 4
Reviews NA NA 3 5 NA
Contact 5 3 3 4 3
Brand History 3 4 NA 5 4
Blog 5 NA NA NA 4
Membership 5 4 3 4 4
Popular Items 5 NA 3 4 4
Suggestions 5 4 NA NA 5
Wish List 5 4 4 NA 3

6. Competitor Analysis - v2
These are bespoke tailor’s websites

7. Competitor Analysis - v3
These are websites that user can “Design” their suits online

8. These websites ask user to do the
measurement themselves, but the
guide seems too complicated.
User has
to do the
measurement
Competitor Analysis - v3

9. User interview
I interviewed men in suits
about their shopping
experience
Other Interview Questions :
When do you buy clothes?
How was your last online shopping
experience ?
Who do you usually go shopping with?
How do you decide what items you’d like to
buy?
Why don’t you like online shopping
clothes?
^ Men in suits during commuting time were main interviewees

10. Affinity Mapping
I want to be inspired
I want to feel and try the clothing
I don’t like in-store shopping experience
These clothes are for slim ladies not ME !
^ Carlos, Simon, Garry and I were doing affinity mapping according to
our user interviews

11. Persona-Tim
41 years old / Developer Care about - Suit’s quality
Being impatient about many things / Have a tight schedule
“I want high quality custom suits without unease !”
Tim is a director of a team and a lecturer. Being a leader of the team, he has a tight schedule.
He needs formal suits meeting clients, giving lectures, teaching and attending tons of social events.
It’s hard of him to fit in ready made clothes and XXL pants are too tight for him, so he all his suits are customized. He had bad purchasing custom
suits experience… All the fabric which tailor recommended him were all extremely expensive and the total cost were much higher than the tailor
said at the beginning.
Has - Ipad, Mac Pro, Motorola phone Cloth Size - XXL It’s hard to find ready made clothes fit his figure
Needs from a Bespoke tailor Pain points from a Bespoke tailor How we can serve
Well fitted custom suit
Accurate measurement and high
quality of tailoring skills
He doesn’t like to browse and
choose styles in front of a tailor.
Stressless browsing and choosing
styles and fabric service without a
tailor’s staring

12. Problem statement & Hypothesis
Problem Statement :
Tim needs a way to take his time browsing styles and fabric for the custom
suit online because he has a tight schedule and had bad in-store experience.
How might we…
make the on-line custom suits consulting experience fun?
enable Tim to choose the types and fabric of the suits without a tailor?
Hypothesis :
We believe that providing a way for Tim browsing fabric and suit types
online, we will make him more willing to buy a custom suit.
We will know this to be true when we see Tim pay for a custom suit happily.

13. Storyboard

14. User story mapping
According to the purchasing custom suits experiences that most interviewees described
user
story
user’s
need
Reasons that users gave up purchasing a custom suit:
1. Users don’t have time during show room’s open time
2. Being annoyed by the recommendation from a tailor
Users won’t purchase a custom
suit again because they didn’t
get a nice feedback afterwards.
Function
FeedbackDeliveryMeasurement
Recommendation
Browse & Choose
Book an
appointment
Contact
information
Marketing
Online tool _ StoriesOnBoard
Payment

15. User Flow - Custom Suit
Home Demand a custom suit service Browse Productss Choose products Book the measurement time
Home Demand a custom suit service Browse Styles Choose a Style Browse Fabric Choose fabric
Choose the size
Browse the
accessories that
the tailor Sam
recommended
Choose the
accessories
Make an
appointment for
measurement
Go to the
Tailor’s Studio
Arrange the
Delivery way
with the Tailor
Get the confirmation of
Order Details via email
Receive the
custom suit
Upload the pic of
custom suit on
Instagram #tailorsam
Receive a coupon for
accessories from Tailor
Sam
Browse accessories Choose accessories Purchase accessories
Online activities Physical activities
v1
v2
Task is done!

16. User Flow - Online
Home Demand a custom suit service Browse Styles Choose a Style Browse Fabric Choose fabric
Choose the size
Browse the
accessories that
the tailor Sam
recommended
Choose the
accessories
Book an
appointment with
the Tailor (Date)
v3
Go to shopping
bag
Keep browsing
and adding to
bag
Check the
products
summary
Add custom suit
into shopping
bag
Check the
delivery details
Payment
Receive
payment detail
Receive
products
Share / leave
comments to
Sam
Receive a
coupon from
Sam
Take “Custom suit” as an item you can purchase
(same as other online product purchasing process)
A user has to pay the booking appointment fee
online and Sam will return the booking fee when he
meet the user that day.
BUT TOO COMPLICATED AND NOT FOCUSING ON BRIEF
TAKE OUT PHYSICAL TASKS AND DESCRIBE ACTIVITIES IN DETAILS

17. User Flow - Online
Home Demand a custom suit service Browse Products Choose products Book the measurement timev1
Home Demand a custom suit service Browse Products Choose products Book the measurement timev4
Payment
GO BACK TO VERSION 1 AND ADD “PAYMENT”
TO COMPLETE THE TASK

18. Crazy 8 & Good 4
Maybe not?

19. Card sorting v1 - Items
Closed card sorting
All participants feel the categories are straight forward
e.g. ___tie belongs to tie, so I decided to use the user activities from
the user flow and user interview to do card sorting ^ Trish was doing card sorting

20. Card sorting v2 - User activities
Open card sorting-
Using user activities according to
previous user interview and user flow
to do card sorting
Participants named it differently
e.g.“Gallery””Reviews””Comments”
This part is Not a MUST to have according
to the brief.

21. Sitemap
About Sam Previous work Accessories Customer Service Contact Us
Home
Custom Suit
Tie The Clip Bow Cufflink Socks Button Delivery F & Q
According to Card sorting v1 and v2

22. Wireframes
< Home / Categories / Product Page / Payment

23. Desktop Version Ideation Research
Browse and choose styles and fabric for the custom suit
^ Vintage paper doll from Jonny Brown Jane Arden ^ Game character panel from Video Game - Sim City 4
Click and DragPaper Doll

24. User Testing-Prototype v1
^ Maria and Elaine were doing the paper prototype testing

25. Prototype V1&
Feedback-
Purchase a Blue Tie
Some users want to see
product details and the amount
of money they should pay
during the payment
1
1
Steps of how to
purchase a blue tie.
1
2
3
4
5
6
6
Feedback

26. PrototypeV1 & Feedback
Purchase a Custom Suit
I did user testing with two versions of “Custom
Suit” Page and users find it easier for them to
understand they can’t pay when they haven’t
chosen the materials and styles they like
The price is too far away from “Pay now”
Users want to know the price before they pay
but they need some time to find where the
price is. Feedback

27. User testing - Prototype v2
^ Carlos was doing the paper prototype testing

28. PrototypeV2 & Feed back-
Purchase a Custom Suit
Add Product summary
Change Figure
Measurement information“Naked” Notification
It will be efficient to dress Bob with a single
click instead of dragging the material
Make the
price close
to
“Pay now”
Adjustment
Feedback
Make shadows on other tabs and
indicate the page the user is in

29. Mobile Version Ideation Purchase a Custom Suit
Desktop version Pros & Cons:
Pros-
Show more information on the same page
Cons-
Users need to “Click” many times to achieve the task
SWIPE !
Possibilities on Mobile Device:
Pros-
Less information shown on a same page because of
the screen size
Cons-
Their are more interactions a user can do on a mobile
phone such as swipe, shake and tap …..
How a user react to the website is much more closer
than on a desktop version.