TARA BUTLER

Project: Departmynt MVP Mobile App Testing


Departmynt is an AI driven fashion matchmaking app that curates a small batch of goods picked especially for the user with the ultimate goal of alleviating shopping frustration for users.


My role: UX Researcher

Activities: Test plan creation, Recruitment, Usability testing, Survey development and management, User interviews, Analysis

What?

Getting the beta version of the Departmynt mobile app in the hands of real users to test and provide feedback.

Why?

  • Evaluate launch readiness and product-market fit
  • Find bugs and UX improvements before they become a large-scale problem
  • Build a community of engaged users that will give feedback on new ideas, features, and releases.
  • Acquire Early Adopters/Evangelists

Goals

Usability

Test the app’s ability to produce matches for each user based on their profile, the intuitiveness, and the ease of which tasks can be completed.

Pricing

Learn how users perceive the value of the service and what users would pay for the service.

Enhancement Opportunities 

Uncover opportunities to create an excellent customer experience to exceed expectations.

Timeline

Participants


  • Segment 1- Identifying females working full time in a business or business casual environment.
  • Segment 2- Identifying females going through a major life change (pregnancy, first corporate job, newly dating, gender  transition, etc)

Methods

Beta Testing

Conducted unmoderated testing to understand user perceptions + usability of the app and if it solves user problems.

Test Scenarios:

  • Log in
  • View all matches
  • Add to tote
  • Add to favorites
  • Place order
  • Receive order confirmation

Surveys

I created a survey to be sent after testing was completed to gather diverse + measurable data on attitudinal behavior around the app's shopping experience. I used the tool Typeform and synced the results to Airtable to analyze them. 

Sample Questions:

  • When you first used the product, what was your overall impression of it?
  • Based on your matches in the app, how well did Departmynt source products for you?
  • What was the most confusing part of the app or what did not work as you expected?
  • Based on your experience, would you pay $22 per month for access to clothing and accessory matches updated weekly through the Departmynt app?

User Interviews

I scheduled interviews with users who stated in the survey they would be open to chatting more about their experience to get detailed information about a their attitudes, desires, experiences, and pain points with the app's online shopping experience + ensure those factors are addressed when designing a solution and how we communicate the value of the solution. 

Metrics

  • Task Completion
  • Overall Satisfaction
  • # of Bugs

Findings

After watching recordings of user testing sessions, analyzing survey results, and interviewing users the main takeaways were:


Positive Impression

Results showed that the user group had a positive reaction to the app.

  • 0 negative first impression ratings.
  • Split between neutral and positive ratings.
  • Appreciated the amount of options presented. “They were plentiful but not overwhelming.”
  • Liked seeing items + brands that were new to them.

Sourcing Desirable Matches

  • 75% of the user group said the app matched them with items they were already in the market for or would have bought for themself if shopping in person. 
  • 100% had a match they would purchase.

UX 

Users found difficulty scrolling through + viewing + editing + removing their matches.

  • No indication that user is required to swipe left or right to view matches.
  • No confirmation when the user accepting or rejecting last selection in their matches.
  • No indicator for the decision the user made on an item.
  • User needs the ability to enlarge additional photos to see details of items. 

Impact

I put together recommendations to solve for the main customer pain points for the next iteration of the app.


UI/UX improvements 

Enhancement opportunities discovered were prioritized for following iterations of the app.

  • Action indications
  • Zooming into images
  • Social sharing
  • Compatibility rating

Onboarding 

In addition to the UI improvements, the confusion for scrolling, viewing, editing, and removing matches would be alleviated with a new user onboarding tutorial when using the app for the first time.


Further research 

If  I had more time I would conduct more market and user research to explore pricing + the decision factors a user takes when accepting or rejecting matches. 

Using Format