The Waterlily Club App
Role: UX Designer
Date: November 2024 – December 2024
Client: The Waterlily Club
Project Overview
The Waterlily Club is a website that offers a meticulously handcrafted collection of clothing designed with love and attention to detail. Based in India, the brand emphasizes size-inclusive, custom-made pieces that cater to individuals with diverse body types.
The primary goal of designing the app was to translate the website's shopping experience into a mobile-friendly platform that enhances user engagement, accessibility, and convenience.
The client has a clear and focused vision for the app, emphasizing simplicity and user-friendliness as its core attributes. They aim to create a seamless shopping experience where users can effortlessly navigate, find desired items, and complete purchases with minimal friction.
I aim to create a seamless shopping experience while maintaining the brand's value. The app should be designed to look and feel consistent with the website to ensure users can transition effortlessly between platforms, strengthening brand identity and user trust.
Competitive Landscape
To design a mobile app that enhances the user experience of The Waterlily Club, I began by analyzing other fashion e-commerce platforms catering to size-inclusive, custom-made clothing. I identified the key features that differentiate The Waterlily Club and ensure its competitive edge:
Size inclusivity and custom-fit approach: Unlike other e-commerce platforms, The Waterlily Club emphasizes creating personalized pieces that celebrate diverse body types. Many competitors either lack size-inclusive options or offer a limited range of custom-fit services, making this a standout feature of the brand.
Handcrafted appeal - While mass-produced fashion dominates the industry, The Waterlily Club's dedication to handmade, intricately designed garments offers a niche appeal. This personal touch resonates with customers seeking unique, thoughtfully made pieces rather than standardized options.
Objectives
Research Objectives
Ensure the app is easy to navigate for users across all demographics.
Create an intuitive and seamless online shopping journey.
Highlight the handcrafted, size-inclusive nature of the products.
Foster customer loyalty and repeat purchases through personalized features.
To gain a comprehensive understanding of user preferences, shopping behaviors, and pain points when using clothing apps, I used the survey method via Google Forms, as it allowed us to efficiently collect and analyze responses from a diverse group of participants.
Our target audience included individuals aged 18 to 65 with varying lifestyles, body types, and accessibility needs. The survey focused on identifying challenges related to navigation, product discovery, size and fit accuracy, checkout processes, and customer support.
By analyzing this data, I aim to design a user-friendly and inclusive app that addresses these pain points, enhances personalization, and streamlines the shopping experience. This information will help me optimize the app's impact and create a seamless, enjoyable shopping journey for all users.
The Waterlily Club website is the core of the brand’s digital presence, offering a clean and user-friendly experience with easy navigation, filtering, and order tracking. The app is designed to mirror this experience, ensuring consistency across platforms while making shopping more accessible for mobile users.
Survey
Recommendation
Client & User
Competitive Analysis
To improve user experience, introduce a streamlined home page with clear navigation and personalized recommendations based on user preferences. Enhance order tracking with real-time updates and push notifications for delivery status.
One recommendation for catering to both frequent and occasional users is to design loyalty programs and subscription models for frequent users while offering occasional users targeted notifications about seasonal sales and special events.
To improve user experience, simplify navigation by grouping products into intuitive, clearly labeled categories, and implement a "smart" search bar with predictive suggestions and typo tolerance.
Expanding filtering options to include fabric type, fit style, and occasion would enhance the user experience. Users could also save their preferences for future sessions.
Incorporate interactive size charts tailored to specific brands to enhance fit accuracy by using virtual try-on tools.
To enhance the user experience, implement a one-click checkout system that clearly displays upfront cost breakdowns, including taxes and shipping fees. The system should offer multiple payment options, such as digital wallets and buy-now-pay-later (BNPL) services.
To enhance customer support, it is recommended that a 24/7 live chat feature with AI-driven responses for quick solutions be added and that a comprehensive help center be created, including FAQs, video tutorials, and clear escalation paths for unresolved issues.
It's important to clearly display estimated delivery times and shipping costs on product pages and to offer customization options during checkout, such as expedited or standard delivery.
Personas, User Journey Map, &
Storyboards
Meet Olivia Carter & Lisa Bennett
Brainstorming Features
High Fidelity Design
Click here to see the UX design on Figma
Click here to see the app prototype
To address user pain points, the app should feature intuitive navigation with advanced search and filtering options for seamless product discovery. An accurate and interactive size guide, along with customer reviews, helps users confidently choose the right fit, reducing returns. Real-time order tracking and transparent shipping details enhance delivery reliability. A streamlined checkout process with multiple payment options ensures convenience, while a wish list and personalized recommendations improve user engagement. Robust customer support resolves issues promptly, including 24/7 live chat and FAQs. These features collectively create a user-friendly platform tailored to individual needs and preferences.
Next Steps
Taking a Step Back
I aimed to improve The Waterlily Club's mobile shopping experience by focusing on accessibility and personalization with features like easy navigation, customization options, and size-guided ordering. These enhancements are designed to boost user satisfaction and engagement. If allowed to continue, I would prioritize fixing these issues through user research and testing to ensure a smooth platform experience.
Exploring Additional Features
After addressing usability, I would consider adding features like virtual try-ons, advanced customization filters, and community storytelling options. Integrating AI for size recommendations and styling tips could further enhance the shopping experience and align with fashion tech trends. I look forward to exploring these possibilities as The Waterlily Club evolves.