Inclusivity and Personalization for Ralph Lauren's Website
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​ The primary goal of this research was to identify and implement solutions that optimize inclusivity and personalization in the company’s shopping experience. However, Ralph Lauren is known for its timeless, classic American style, blending luxury with a preppy, sophisticated aesthetic so we had to make sure not to loose their essence in the process.
Project
Duration: 3 months
Role: UX Designer
Team: Stakeholders, Designers
Background
Finding well-fitted clothing can be a frustrating experience, especially for individuals with accessibility needs. This project aimed to transform the online shopping experience by introducing Ralph Lauren Inclusive, a service that ensures seamless, customized, and accessible fashion shopping for all users.
Problem Statement
For many individuals specially the ones who are differently able, traditional online shopping presents several challenges. Lack of accessible fashion options for different body types and needs, difficulty with online measurements, especially for first-time shoppers, complex website navigation, making it harder to find inclusive options, and limited customization options, preventing users from making minor but necessary modifications.
Ideation process
Key Insights
Through user research and journey mapping, we identified pain points that hindered the experience:
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Users struggle with measuring themselves accurately for online purchases.
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Accessibility needs, such as prosthetic-friendly clothing, are often overlooked.
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Shoppers want more customization without going through a tailor.
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A frictionless and intuitive online experience is crucial.
With the help of key insights, the next step I took was to create solutions for the pain points, with tons of research regarding latest innovation, in the field of inclusivity and accessibility to VR and technology. The stakeholders were expecting us to give them disable solutions rather than a discrete answer so being creative and out of the box was the main go to for the project. Hence these are the solution I came up with.
Ideation sketch
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Sketched out some ideas for the project and ones that was done, I created a hand drawn storyboard, with the step by step process of how Bruno our protagonist will move forward with his personalized order on the website.
Storyboard
Solution
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AI-Powered 3D Scanning; Allowing users to take accurate measurements via their phone camera.
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Adaptive Fashion Options; Clothing designed for a range of accessibility needs.
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Seamless Customization; Users can modify elements like buttons, fabric, and fit.
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Optimized User Flow; A clean, easy-to-navigate interface ensuring a smooth shopping experience.
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Outcome & Impact
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Enhanced accessibility, making fashion more inclusive
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Simplified customization, giving users more control over their purchases.
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Seamless online experience, increasing confidence in online shopping.
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Key Learnings
I have learned that small details, such as intuitive customization features, can make a significant difference in user experience. Furthermore, accessibility should not be viewed as a niche requirement; it should be considered a standard aspect of design. Lastly, technology like 3D scanning has the potential to revolutionize how users shop online and the revolution has already begun.