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UX Case Study
IYKYK
A conceptual luxury handbag reseller e-commerce responsive website.
Problem Statement
Take the company, IYKYK, a luxury handbag reseller, online since currently they only have a very outdated informational website that only lists locations, promotions, and a bit of background about the company with a new logo and an e-commerce responsive website where they can sell their products online.
Background
IYKYK started back in 2004 as a consignment and reseller of high-end, luxury handbags and clothing. IYKYK means If You Know You Know, a colloquial expression for those with insider knowledge about a specific thing or experience. IYKYK has 20 brick-and-mortar locations in major US cities.
Objectives & Goals
Design a responsive e-commerce website.
I want to modernize IYKYK with a new clean logo.
I was tasked to design a responsive website for a conceptual e-commerce website.
Design Process
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I needed to understand my user and figure out how and why they buy pre-owned luxury items.
Research
Research Process
- Determine what motivates a used luxury handbag purchase.
- Identify the methods of luxury bags reselling.
- Understand the process of choosing which reseller to purchase from.
- Learn if there are any concerns with resale authenticity.
Methodology
- Comparative and competitive research to see how our competitors resell luxury bags
- User interviews to hear from users first-hand their stories of how they buy used luxury goods on or offline.
- Survey online luxury bag shoppersImmerse myself in the online luxury resale experience and record my experience from start to finish=
Assumptions & Risks
- We might have trouble finding people who buy luxury bags.
- We also may have problems finding people who have purchased a used luxury bag. Using a snowball recruiting method can help mitigate these risks.
- We assume that there is a certain group of luxury consumer who values high-end designer bags, as evident from the long lines outside of Louis Vuitton stores. These people are our primary target audience.
Competitors Analysis
I compared the most popular hotel booking websites on their strengths, weaknesses, and special features. I found that most sites had a loyalty or rewards program. They all also did other travel bookings in addition to hotels, such as private rentals and car rentals.
Interviews
I interviewed six people. I was able to interview them in person and Zoom.
Information Architecture
I defined my users through the interviews and surveys.
What I know about my users:
- Shops online for most items under $1000
- Shops in-store for higher priced items
- Enjoys the in-store experience and perks (champagne, samples, rapport with Client Advisors, etc.)
- Considers long-term value and resale value when buying luxury items
- Buys bags on vacation or for special events
Sketches
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Interaction Design
Once the initial research had been conducted, it was time to develop a usable site. I had to ideate how the user how navigate the site.
Site Map
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I created site map based on the results of the card sort and the competitive analysis. It helps to give a framework of necessary web pages and flow.
User Flow
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I conducted usability testing based on this flow.
Wireframes
UI
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Iteration and Implementation
The wireframes were implemented into a high fidelity prototype website to be tested.
I evaluated the interactions the 4 users have with the limited IYKYK website, identifying currentpain points, potential pain points, and successes of thenavigation, flow, architecture, and design based on the given 3 scenarios.
Affinity Map
Final UI Screens
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The brand logo evolved from user research, the psychology of colors, and stakeholder preference.
Results & Takeaways
Overall, I found that the users want a safe, easy way to buy used luxury bags online. They want information about long-term value and investment pieces, as well as a luxury feel and experience similar to the in-boutique experience. The users look to resellers for rare or limited-edition items. Most importantly, the users need to feel secure in their purchase and authenticity of items. Reputation of the reseller is important.
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