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

• Jumia
• LC
• Noon
• Amazon
• Local brands on social media

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: They had a bad experience with Jumia because they could not see the material before buying, and the material was indeed of low quality. And the size wasn't accurate either, they chose the size that they usually choose, and it wasn't even close

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  <aside> 💬 User says: They started using LC because of the deals they offer. But they still had concerns about the size, due to their previous experience.

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  <aside> 💡 User thinks: Searching for more products when their "favorite" items are out of stock isn’t going to be easy, so they give up. (Provide an easy way to recommend alternative products, or notify the user when the item is back in stock)

  </aside>

  <aside> 💡 User thinks: Social media stores have an edge over apps. They are usually capable of showing the product much better than apps by including videos. Videos show material and product details much better.

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  <aside> ❤️ User makes a faster decision to buy when there is a video showcasing the product material “Videos make you buy, even if you weren’t thinking about buying)

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  <aside> 💬 User says: Amazon was their favorite app. (They stopped using it "Boycott")

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• Which one of them did you like the most?

  <aside> 💬 User says: Amazon, it has lots of products, lots of sellers, and more variety.

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  <aside> 💡 User thinks: Jumia's UI is lacking “the icons are outdated, the font is too bold and feels old, there isn't a search by image option”

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  <aside> 💡 User thinks: Fonts that are slightly lighter in color, and rounded edges make the product feel modern.

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

  <aside> ❤️ User likes: Interactive/dynamic apps, that show animations, and automatically slide banners (even when the user is not scrolling or doing anything).

  </aside>

  <aside> ❤️ User uses categories shortcuts (in the home screen), more than the categories screen.

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  <aside> ❤️ User likes: Looking at “Similar items” (from different stores), as well as “Recommendations” (from the same store/brand)

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

<aside> 💬 User says: The worst thing about apps, is that all I'm seeing is a photo, I can't tell the quality of the material by just looking at a photo. Providing a video will show details that could be more valuable.

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<aside> 💬 User says: Shipping is the biggest reason I might prefer to use one app over another.

</aside>

<aside> 💬 User says: I can't always find my size in standard clothes sizes, there must be an accurate size chart.

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

<aside> 💬 User says: Some apps provide collections that I can't easily find in local stores. “Some brands have clothes that are only available online (old collections), for a more reasonable price.”

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

  <aside> 💡 User thinks: Stores have an edge in showing you the material, feeling it with your hands.

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  <aside> 💡 User thinks: Stores have an edge in letting you try clothes on, and see how they look on you.

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  <aside> 💬 User says: Sometimes stores makes you "consider more options", even when you don't have a plan "you're always looking at something", different styles, and different colors.

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  <aside> 💡 User thinks: Something that hasn't caught their attention in the app, might catch their attention when they look at it in store.

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  <aside> 🎭 User feels: They have more flexibility - Stores give you more flexibility to try different styles and colors that you usually ignore, but you might like it after trying it on and decide to buy it.

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  <aside> ❤️ User makes their decision a lot quicker when they explore items in store

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

  <aside> 💬 User says: Being able to see how clothes look on me

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  <aside> 💡 User thinks: Sizing needs more work. Even if the app provides some sort of virtualization, if I wear size L, but their L is smaller than mine, the virtualization should show that it's small, not just "dress me"

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

<aside> 💬 User says: The collection. The style of clothing the app provides.

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<aside> 💬 User says: Offers; there's always an offer going on. The application must always provide offers, and notify users of ongoing deals, especially on seasons.

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