RETRO//VRS
A Client-Centric User Experience Study
A Client-Centric User Experience Study
RETRO//VRS is a luxury item reseller at the forefront of innovation, leveraging Web3/Blockchain technology to redefine the luxury shopping experience.
Their focus on Augmented Reality aims to immerse customers in a unique and interactive shopping journey, setting new standards for the second-hand luxury industry.
This project aims to investigate the potential impact of AR technology on enhancing user experiences in the luxury resale market.
The research will explore how AR can be utilized for features like virtual try-ons, product previews, and immersive storytelling, and how these applications can increase user engagement and satisfaction. It seeks to understand the effectiveness of AR in adding value to the user journey in discovering, interacting with, and purchasing luxury resale items.
How can augmented reality (AR) technology enhance user engagement and experience in browsing and purchasing luxury resale items on RETRO//VRS?
> Assessing the potential of AR to create more interactive and engaging product discovery experiences.
> Investigating user perceptions and behaviors towards AR features, including factors affecting their acceptance and usage.
> Ensuring RETRO//VRS' brand essence and unique identity are preserved, while enhancing visual hierarchy and readability.
Through competitor analysis of apps with augmented reality features, specifically Farfetch and Gucci, we gained valuable insights into how we wanted augmented reality to function in RETRO//VRS.
By comparing and contrasting the AR functionalities of these apps, we were able to define the features that were prevalent in the marketplace and determine how we could differentiate RETRO//VRS to offer a unique and compelling user experience.
From secondary research and a survey of 17 people, we determined how Augmented Reality can be used in an E-Commerce setting.
Through this research, we also discovered out target audience: young female professionals, aged 24-35.
> “It's a fun visual experience to connect with brands in a new space.”
> “Gamification through AR is a fun feature.”
>“If the tech works well, I wouldn't mind trying on outfits using AR, along with the fit.”
>“It would be amazing to be able to look in the mirror and use my phone to see how a clothing item would look on my reflection.”
>“You can get a better sense of materials and textures.”
>“Size of object relative to space.”
We brainstormed how we wanted the app to function to enhance the visibility and utilization of augmented reality. This involved mapping out the user interaction journey within the app's structure, ensuring a seamless and intuitive experience that highlights the benefits of augmented reality features.
We created a low-fidelity prototype to test the added features and new user interface against the current app.
Implemented a "Try-on" function using Augmented Reality to allow users to virtually try on items before purchasing.
Replaced video tutorials with an in-app tutorial featuring guided interaction to help users better understand how to use Augmented Reality and other features.
Enhanced the user interface to improve visibility of functions like Augmented Reality and offer more curated categories in the marketplace.
I led A/B testing comparing our low-fidelity prototype to the current app, interviewing our target audience to understand what works and areas for improvement.
Insights:
> Enhanced visibility for augmented reality.
> Improved processes and tutorials for photogrammetry.
Challenges Identified:
> Lack of personalization in the marketplace.
> Confusion in navigating augmented reality functionality.
Users have significantly enhanced their comprehension of Augmented Reality's role in the app, leading to improved navigation and utilization of its features.
AR is no longer just confined to the item product page; it is accessible from the home page, introduced in the app's tutorial, and has been given more prominent placement on the new item page.
After testing the new capture tutorial, there was a significant reduction in time spent on the task, decreasing from watching a 1-minute video to around 10 seconds for the shortened tutorial. After testing the new capture tutorial, there was a significant reduction in time spent on the task, decreasing from watching a 1-minute video to around 10 seconds for the shortened tutorial.
Real-time instructions act to help replace the app's video tutorial, reducing overall time spent on the task by 83% following redesigns, enhancing user guidance and efficiency.
We observed a 50% decrease in user error rate when navigating and completing tasks related to photogrammetry. This improvement includes users' ability to determine the number of images being captured and how to seek help.
During user testing, participants expressed confusion regarding the navigation and use of Augmented Reality, indicating a need for more detailed information about its functions.
To address this, we have implemented more specific instructions through an in-app gesture-guided user interface and instructional pop-ups.
Our interviews revealed that users prioritize user recommendations over other categories.
Consequently, we have prioritized user-specific categories in the marketplace, such as "Viewing History" and "Trending," to enhance the user experience.
Created high-fidelty wireframes with annotations for the client.
Integrate AR features with the rest of the app/marketplace to further enhance user engagement and shopping experience.
Implement gamification elements to incentivize users to interact more with AR features and further explore the marketplace.
Recommend changing the brand colors to achieve higher contrast, thereby improving accessibility in augmented reality interactions and during the purchasing process.
Additionally, suggest introducing audio elements to enhance accessibility in both augmented reality interactions and during the purchasing process.
