Do you currently use any apps to buy clothes online? [Current apps]

• SHEIN
• H&M
• NIKE (They always have offers)
• VintageFootball
• CultureKings

Have you tried any other apps before that? [How experienced is the user?]

• Why did you switch to other apps? [What are their pain points?]

  <aside> 💬 User says: My current favorite is "CultureKings", it shows you a model and tells you their height, weight, and what size they're wearing so you compare it to yourself.

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  <aside> 💬 User says: The difference is not always the size, the fit varies from one style to another, some clothes are "loose fit", some are "tight fit".

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  <aside> ❤️ User likes: Seeing different models wearing the same clothes "someone tall and skinny, wearing a medium size as an example, so you know what type of sizing this particular clothing is"

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• Which one of them did you like the most?

  <aside> 💬 User says: CultureKings; they have all sorts of styles, and varieties, not just one style.

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  <aside> 💡 User thinks: Websites are easier to use than apps "All your data will be saved in the computer, you can easily move from one website to another without re-entering your data"

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  <aside> 💡 User thinks: Mobile filters are not specific enough (example: Men --> Hoodies), whereas it should've been more like "Men --> Outwear --> Hoodies --> Denim hoodies (or something else)"

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• Why did you like it? / What did you like most about it? [What are their needs?]

  <aside> 🎭 User feels: Happy - When they receive offers, exclusive deals (versus websites), early access to new products, and notifications when new items are released.

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What bothered you the most about online shopping? [Pain Points]

<aside> 🎭 User feels: Angry - When the checkout screen tells them the date they will receive the item, but it's actually delivered one month later, without sending a message or an email, "I need to call them myself to ask why my item has not been delivered yet!"

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<aside> 🎭 User feels: Annoyed - The mobile app layout is not always user-friendly, they can't always find the items they want, even when searching, they have to use categories and manually filter out products to find the items they need.

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<aside> 💬 User says: They would rather pay more money for a product with a better quality, than to get an average product for a good price "I prefer paying more for a better quality, because the fit, the quality, and everything changes"

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What drives you to use online shopping apps (instead of in-store shopping)? [Needs]

<aside> 💡 User thinks: Buying clothes online allows them to buy from different places, quickly, where in reality, "If I want to buy a t-shirt from a place, I will most likely buy pants from the store next to it, because it will be too hard to go to a different place just to buy a pair of pants"

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<aside> 🎭 User feels: Limited/Not in control - When they buy clothes from stores "You don't have control over your own choices".

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<aside> 💬 User says: If I want to build an outfit, I can buy every piece, literally, from a different place, even if they're not close to each other, or not even in the same country.

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• How was your experience (Online vs. In-store)? [Do they think that these apps are beneficial?]

  <aside> 💬 User says: NIKE had a nice app, Adidas' app used to lag, crash, "you save your info and stop using the app for a week, only to find yourself logged out of the app"

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  <aside> 🎭 User feels: Mad - That some apps look like you're using a website, not a mobile app. (Sometimes I feel like I'm using the browser from my phone, not a mobile app. If I open Google Chrome from my phone and open their website, it'll look the same. What's the difference then?)

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• Which one of them do you prefer? And why? [How do users feel about online vs. in-store shopping?]

  <aside> 💬 User says: I prefer buying clothes online because I can buy different pieces from different places, but I can't do that in stores, it will take longer.

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• What application feature do you need, to stop buying clothes from a store? [Needs]

  <aside> 💬 User says: Sizing. Size charts are not always accurate. Some apps show a model wearing the product and they tell you their measurements

  

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  <aside> 💡 User thinks: Buying clothes from apps might not be the best option when buying from a new brand

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  <aside> 💬 User says: If it's the first time I'm buying from that brand, I need to feel the material to tell whether it's going to last or not

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  <aside> 🎭 User feels: Upset - When they buy clothes from actual stores, when they had no intention to buy anything. (They were just shopping :/)

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  <aside> 🎭 User feels: Happy - when they buy clothes online, even with no intention to buy anything, BECAUSE they think they had the opportunity to choose, check sales, and compare products and prices (You can't do that in stores, if you like something, you buy it with the price it's displayed with)

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  <aside> 🎭 User feels: They’re not in control - When they buy clothes from stores.

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  <aside> ❤️ User likes: Being able to track out-of-stock products, and to be notified when they're back in stock.

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  <aside> 💡 User thinks: People who usually buy clothes might be able to tell the material by just looking at percentages (ex: 70% cotton, 20% polyester, etc.)

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  <aside> 💬 User says: They prefer to know the measurements of the model displayed, and have specific size chart for every product, because the fit varies from one product to another.

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  <aside> 🎭 User feels: Happy - When they walk in stores, because they're looking at nice decor, and listening to nice music the store is playing (user wants something to improve their mood when buying clothes, like visuals and sounds)

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  <aside> 💡 User thinks: Stores have an edge over apps in allowing you to try out different sizes, buying clothes online gives a "one shot" only.

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  <aside> 💡 User thinks: Stores have an edge over apps, because there's a salesman persona that helps you find items that match your taste, or items that go well together. (This is more than just "See similar" products in mobile apps!)

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What's the first thing you look for when you use a new fashion app? [Needs]

<aside> ❤️ User likes: Looking at the home screen to know what's trending, but usually goes straight to categories to "find hidden gems" that people often overlook, or items on sale.

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<aside> 💬 User says: The first thing I notice is the layout, or the design, and the fonts, it makes me feel like this app is trustworthy.

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<aside> ❤️ User Looks for categories first when using an app, and they like having them available in the home screen, without having to click anywhere to find categories.

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