Hired as CBO, I was responsible for the brand's image, experience, and promise. User Experience Design had a fundamental role in the development of the brand
Miid is a start-up born in Guangzhou, China, offering an e-commerce platform where users can customize many different objects using real-time 3D technology and VR environments
In 2015, users have moved from a stage of communicating with the brand about its products to a stage of demanding specific products built on demand. NikeID, New Balance or MiAdidas produce clothing with specific colors and embroidery for each user, spending up to 4 weeks. However, people are demanding a faster delivery and a wider range of articles. The Customization Era is a reality, but it`s not as comfortable as we imagined.
So, at the end of 2015, I was hired to give shape to an idea focused on offers from a new platform where Chinese users could customize and buy a lot of brand products and the provider would build them and deliver within days.
User research focuses on understanding Chinese market behaviors, needs, and motivations through observation techniques, personal interviews, and a detailed study of companies offering customization of a single product, in order to extrapolate it to a multi-brand environment.
Due to the fact that customization options grew quickly, there was plenty of data available to us. We used this to accurately define their user base, the way these users behaved and several possible use cases for the app.
With common scenarios in place, we were able to define detailed personas using their vast data pool. The personas looked something like this:
Without a clear understanding of how easy customization of products can be, the demand is not as big. Our goal was to make sure Miid’s platform showcased how great it was to have your own unique product, how real the experience could be, and how easily it can be done.
User testing is a technique used in user-centered interaction design to evaluate a product by testing it on users. This can be seen as an irreplaceable usability practice, since it gives direct input on how real users use the system. So we decided to use this technique for our site with these tasks:
Before shop exhibition | After shop exhibition | |
---|---|---|
Log in and Sign up | 4 | 5 |
Discover customizable articles | 4 | 5 |
Design your unique product | 2 | 5 |
Create a new collection of items | 1 | 4 |
Get discounts when you share | 2 | 4 |
One major challenge in the project was to focus on personalization. Our aim was to improve user engagement by understanding more about a user’s personal preferences, allowing us to predict and tailor relevant products for everyone's design preferences.
With the proper planning, Miid.io would offer VR Customization for many products and services. New features of the platform were shown in this video to exemplify the first impressions and experiences with the VR environment.
As a results we created a web platform that is able to perform the business tasks. UI testing gave us an idea of how to properly organize the structure of the customization environments, providing the most positive user experience for Miid's users.
Most people make the mistake of thinking design is what it looks like. People think it’s this veneer – that the designers are handed this box and told “make it look good”. That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works. Steve Jobs, US computer engineer & industrialist.
The company's founders are exploring the clothing industry to improve customization service on the spot, via VR technologies. Design, User Experience and technology allowed the project to go to another level for customization in Asia
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