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True Spirit final
1. Design by: Stephanie Lee
Student Project. General Assembly UXDI Winter 2013
Friday, December 6, 2013
2. About the Product:
True Spirit is a new internet retailer for schools and parents who want a modern school
uniform for the children. It offers updated uniform fashion including pants for girls and zip
up hoodies, provides a “musthaves” checklist from the school’s administrator for each
school year, and recommends accessories allowed by the school’s dress code. Unlike
traditional suppliers such as Lands End and True Grits, True Spirit encourages visitors to
express their tastes—with some limits.
About the Project:
True Spirit is a student project I’ve worked on during the General Assembly User Experience
Design course, Winter 2013. I was challenged to create a delightful online shopping
experience, through a series of wireframes, for users like John. He is a persona that was
provided by the General Assembly instructional team.
I was given the constraint of web as the primary delivery channel.
Friday, December 6, 2013
3. http://invis.io/5AKTW0U6
ALREADY A MEMBER?
LOGIN
We love your style!
BINGO SEARCHES THE WEB TO FIND YOUR STYLE IN YOUR SIZE
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V
Tell us your fit
Tell us what color
& styles you like
We’ll search for items
you might like
HELLO BEAUTIFUL
HERE’S WHAT’S NEW FOR YOU
Friday, December 6, 2013
5. Research
Method:
I studied the websites of a number of direct and indirect competitors like:
Lands’ End, True Grits, LL Bean, Children’s Place, Target, Kohl’s, Jcrew, Gap
as well as other successful fashion retailers like Uniqlo, Warby Parker,
Victoria’s Secret, Piperlime, Luis Vuitton and Coach.
Findings:
Most online uniform shopping experiences seem mundane, lack of
personality and fun. There’s a need to present the uniform purchasing
experience less like a chore (more like a tasteful, high end fashion shopping
experience.)
Opportunities Identified:
Practicality (ease of use) + trust (high product quality and superb customer
service) + an elevated brand personality (dynamic visuals and light-hearted
brand voice) = The new generation of uniform retailer: True Spirit.
Friday, December 6, 2013
6. Personas & Scenarios
The key players
True Spirit has 3 types of main users: a busy, career driven mom (Sarah),
a practical and tech savvy single dad (John), a design and value
conscious school administrator (Jess). Based on the brief, I sketched out
how each userʼs might experience on a normal day in order to brainstorm
around what this person might like or need.
Friday, December 6, 2013
