Farzana Nosheen » Be a dress designer: Personas

Female online clothes shop (noorclothes.co.uk) was established to provide the unique designs and tailored made sizes to the customers with very low price.

We have observed that the idea wasn’t popular by the customers due to couple of critical factors. One is the exact size and other is request for changing the design (style/colour combination, length etc).

User Research

Method for user research is interview. Following are the questions to ask to the females of different age groups (heuristic interview approach, interview in trains, shopping malls, get together etc.).

Questions for interview:

What are the problems in terms of size when buying online clothes?
What kind of clothes give you issues when buying online?
Any issues when returning them back?
When shopping in store, how do you check for the sizes?
Any interest in designing clothes by yourself?
When buying clothes, do you have options to make them suitable for you?
When do you think of tailored-made clothes?
What thing stops you to go tailored-made clothes?

Persona1

Name: Enor
Occupation: Designer
Age: 23

BehaviourEnor spends most of her time on computer and do all of her shopping online. When buying online clothes, there are always issues of sizes so she is always mentally prepared to return them as soon as she tries them on. So for safe side, she buys two sizes. She also have some suggestions for the clothes like change the neckline, add some sparkle, increase some lengths, some colour contrast etc. and like to go for tailored made clothes specially for some special occasion (eg. Christmas, wedding etc.).

Pain Points:

Not many options available so have to rely on supply.
Have to return most of the time
Spent more time finding best fit
Cost

Goals/Needs:

Ability to amend the size (lengths)
I always wish I could change some bits on clothes.

Persona2

Name: Jasmine
Occupation: Woking in Bank, mum
Age: 37

BehaviourJasmine is a working mum and due toher occupational responsibilities she don’t spend much time bothering about the style. She is well aware of the issues of sizes and usually end up wear ill-sized clothes. She normally tries before buying any clothes and due to that reason she is not much interested in online shopping unless there is very good offer. She loves to have tailored-made clothes if they are not expensive and for weddings/parties prefer to have tailored made clothes.

Pain Points:

Always have some issues of sizes.
She doesn’t like to design her own clothes because of time and have to like any design.
Cost

Goals/Needs·

Better sizes available·
Freedom of change design instead of being caught in uniforms (what’s available).