Cozies
Is an emerging provider of maternity fashion and accessories, specializing in trendy and comfortable clothing for both mothers and babies, aiming to make the journey into parenthood enjoyable and stress-free for customers.
TIMELINE
6 Weeks
ROLES
Interaction Designer
UI Design
Research
To gain a deep understanding of the needs, preferences, and pain points of expecting and new mothers, our design team conducted extensive user research during the initial phase of the project. This research served as the foundation for our design decisions and ensured that the Cozies experience would resonate with our target audience.
Observations
I spent time observing expectant mothers and new parents in various settings, including maternity stores, pediatrician offices, and online forums. These observations revealed insights into the challenges they face, such as finding comfortable yet fashionable maternity wear, dressing newborns efficiently, and navigating the overwhelming array of baby products.
Interviews
We conducted in-depth interviews with 20 expectant mothers and 15 new mothers from diverse backgrounds. These interviews provided valuable qualitative data and allowed us to understand their personal experiences, motivations, and frustrations more deeply.
Findings
- Comfort and mobility are paramount during pregnancy and postpartum recovery.
- Sizing can be a frustrating experience, with frequent changes in body dimensions.
- New mothers prioritize ease of use and functionality when dressing themselves and their babies.
- Sustainability and eco-friendliness are important considerations for many expectant and new parents.
Survey
To complement our qualitative research, we distributed an online survey to a broader audience of 15 expectant and new mothers. The survey data helped us quantify our findings and identify patterns and trends across different demographic groups.
Design Criteria
Based on our comprehensive research, we established the following key design criteria for the Cozies experience:
- Comfort and Versatility: Prioritize comfort and mobility in maternity and post-partum clothing designs, while offering versatile styles that can adapt to changing body shapes.
- Intuitive Sizing: Implement intuitive size guides and fit recommendations to simplify the process of finding the perfect fit throughout pregnancy and beyond.
- Efficient Navigation: Design an intuitive and streamlined browsing and shopping experience, catering to the unique needs and time constraints of expectant and new mothers.
- Sustainability: Incorporate sustainable and eco-friendly materials and practices into our product lines, aligning with the values of our conscious customers.
- Community and Support: Foster a sense of community and provide resources and support for expectant and new mothers, addressing their emotional and practical needs.
Design
At Cozies, our design process was driven by a deep understanding of our target audience's needs, preferences, and pain points, gained through extensive user research. We employed a user-centered design approach, creating detailed personas, user flows, and information architecture tailored to the unique challenges and requirements of expectant and new mothers.
User Personas
We created detailed user personas representing our primary audience segments, such as first-time expectant mothers, experienced mothers, and grandparents.
User Flows
Diagrams and wireframes illustrating key user journeys, including browsing and purchasing maternity wear, creating a baby registry, and accessing sizing guides.
Information Architecture
The structure and organization of information within the Cozies experience, featuring intuitive category hierarchies, navigation menus, and robust search functionality tailored to maternity and baby clothing needs.
UI Design
Visual designs showcasing the interface elements, such as the homepage, product listing pages, checkout process, and unique features like virtual try-on and size calculators.
Usability Testing
Details on how we tested prototypes and designs with real users, utilizing methods like moderated in-person tests and remote usability studies, and incorporating feedback into iterative design cycles.
Accessibility
Considerations for accommodating the needs of users with disabilities or temporary limitations during pregnancy, such as through color contrast, typography choices, and alternative input methods.
Brand Integration
Seamless integration of the Cozies brand's visual identity, tone, and values into the overall user experience, creating a cohesive and memorable product.
Prototype
Coming soon
Evaluation
At Cozies, we believe in continuously improving and evolving our products and user experience based on data-driven insights and feedback from our valued customers.
Evaluations
Usability Metrics: We closely monitor key usability metrics, such as task success rates, error rates, and time on task, to identify potential pain points and areas for improvement within our user flows and interfaces.
User Feedback: We actively solicit feedback from our customers through post-purchase surveys, social media channels, and direct communication with our customer support team. This feedback provides valuable qualitative insights into their experiences with our products and services.
Findings
Navigation Optimization: Our data indicates that certain product categories and size filters could be more prominently displayed and organized for easier discoverability, improving the overall browsing experience.
Mobile-First Approach: With an increasing number of users accessing our platform through mobile devices, we recognize the need to further optimize our responsive designs and streamline mobile user flows.
Future Considerations
Emerging Technologies: We are actively exploring the potential of emerging technologies, such as augmented reality (AR) and voice interfaces, to enhance our virtual try-on experiences and provide innovative, hands-free solutions for busy moms.
Personalized Recommendations: By leveraging advanced data analytics and machine learning algorithms, we plan to offer personalized product recommendations tailored to individual preferences, body shapes, and shopping histories, creating a truly customized shopping journey.
Sustainability Initiatives: Aligning with our commitment to eco-friendliness, we are continuously researching and implementing sustainable practices throughout our product lifecycle, from material sourcing to packaging and shipping.
Eco-friendly product: Partnering with sustainable fashion brands and suppliers to expand our eco-friendly product offerings and promote conscious consumption.
Personalization: Introducing a personalized styling service, where our fashion experts curate customized maternity and post-partum wardrobes based on individual preferences, body shapes, and lifestyles.