Cache

OBJECTIVE

Cache Consignment is engaged in the marketing and sale of luxury designer items, jewelry, and watches. During alpha phase, the business wanted to evaluate a clear value proposition, gain user insight, and refine the user flow.

P1 p2

PROJECT SCOPE


  • Understand main use cases
  • Present data to be more relevant
  • Streamline user flow
  • Lessen the learning curve
  • DELIVERABLE


  • Presentation deck of our research and recommendations
  • Wireframes of recommended designs
  • MY ROLE


  • User research
  • User experience design
  • COMPETITIVE ANALYSIS

    Evaluate current and potential competitors. Using SWOT for competitive marketing analysis, the business's strengths, weaknesses, opportunities, and threats were evaluated. We learned that Cache has many well established competitors with a large user base. Cache's challenge will be to offer a unique buyer and seller experience.

    P1 p6

    RESEARCH: GUERILLA INTERVIEWS

    Focused efforts on understanding user behaviors, needs, and motivations through observation techniques, task analysis, and other feedback methodologies. Participant interviews were conducted at bargain department stores i.e. Nordstrom Rack, Bloomingdale Outlet, and Off Saks 5th Avenue.


    USER FEEDBACK


    "I like the idea of sustainable fashion but can not afford designer items."
    "I purchased so many high end items and do not want to donate them for free."

    SYNTHESIS: TYPES OF USERS

    P1 p10

    BARGAIN


  • Those who are looking to save a little on items that generally retail for a higher price.
  • P1 p11

    SELLER


  • Regular consumers who are looking to sell products and receive small returns.
  • P1 p12

    IMPULSE


  • Consumers who make impulsive purchases based on sale or other emotion.
  • P1 p13

    RESELLER


  • Professionals who are looking to recondition used items and resell for small returns.
  • PERSONAS

    P1 p20
    P1 p21
    P1 p22
    P1 p23

    INSIGHTS:

    P1 p14
  • Most time was spend on a mobile device and individuals felt comfortable with making purchases via mobile apps.
  • P1 p15
  • Most people were looking so save on items that otherwise would have costed much more.
  • P1 p16
  • Rather than clothes and bags, accessories were most popular in the second hand market.
  • P1 p17
  • Sellers appreciated convenience and preferred a simple selling process.
  • P1 p18
  • High end luxury items were preferred over second tierd luxury items.
  • P1 p19
  • Authentication and trust affected buyers decision making.
  • STORYBOARD

    P1 p26

    USER JOURNEY

    User's emotional landscape was plotted to shed ­­­­light on key opportunities for deepening partnerships.

    P1 p24 P1 p25

    WIREFRAME

    P1 p27

    USER FLOW

    P1 p29

    DESIGN

    P1 p28

    PROTOTYPE

    Using Marvel, medium fidelity mockups were used for rapid prototyping. The following demonstrates the process of a seller using the app to schedule a pick up date and time for their item.