Clotogo

Research and Strategies Design

Clotogo

Rentable Fashion & Smart Digital Closet App

Project Overview

Clotogo is essentially a digital closet with personalized perks. An easy-to-use phone application that provides customized suggestions to users from their own clothing closet mixed with items from second-hand retail stores and rentable fashion applications. People who want to have an organized digital closet, looking to cut down on investing in fast-fashion or those who want to spice things up and try a new style will find significant benefits using this app. Clotogo users can achieve their best style by choosing and planning their outfits through a series of suggestions based on the users' preferences.

For this project, I worked on user research, user journey map, user empathy map, and designed primary features based on user analysis to create the highest value that user can get from the app.

Project Type: Mobile Application

Tools Used: Figma, Sketch, Adobe Photoshop & Illustrator, Google Sheets, Survey Monkey

Role: Product Designer

Discover

Our application started from the primary pain point we found in people's daily routines. For example, choosing clothes to wear out can be easy for someone who already has enough clothes or has a well-organized plan for each wearing purpose. However, for many people with limited choices of clothes and styles, it can consume much time to find the best matching one, which sometimes leads people to panic buy to complete their looks.

We started giving our survey to over 50 respondents who are Millennials and Generation Z who lives in the US to see pain points on their wearing routines and to design our application for being a new tool to everyone who have hard time searching for that particular missing clothe item that can be the key to a successful outfit or to achieve their desired look.

in average that our respondents spend time on choosing what to wear

30 mins

says they only plan what to wear occasionally

55%

says clothes are important to make them feel confident during the day.

70%

says they will go shopping if they know that they need to complete their looks.

40%

says they will go thrifting or borrow the items from their friends

30%

From the first survey, there is interesting information from our target users. While most say it boosts their confidence in a day if the style of their outfit is good. However, many only plan their wearing occasionally because they do not want to spend too much time choosing their outfits during the weekdays.

Shopping and thrifting are the two best solutions that most of our target group choose when they lack choices. Therefore, we see this as an opportunity to make them feel more confident in their limited clothes choices while offering a cheaper way to own new clothes from secondhand stores and promoting a rentable clothing ecosystem where they will not feel obligated to keep wearing it because of the price.

Define

After collecting surveys and interviews from the target group, we used the user's information to create an empathy map that will help us clarify the user's unmet needs and list down potential solutions that could fit the user's needs.

We conducted some qualitative user research to understand customers' challenges. To better understand how users currently interact with, search, and solve the problems, when and where they do so. From 20 interviews and 50+ surveys, we synthesized key insights about their experiences.

Empathy Map

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Key Insights

People always want to make a good impression no matter the circumstance. Having an impeccable sense of styling often requires much time in preparation.
In many cases, people often lose track of what they own and have in their closets. Disorganization may well play a part in this. However, for many, the problem lies in forgetting that which is not visible, and this has caused people to over-purchase unnecessary clothes.
Individuals can sometimes need help searching for that particular item of clothing/accessory that can be the key to a successful outfit or achieving their desired look. Often they waste time browsing websites and shopping malls trying to find what they are missing, yet some need to know what they are looking for. Many hesitate to purchase or purchase the wrong items due to a lack of visualization.
It is common for people to ask friends and family what they think of their appearance and/or clothes combination. The feedback and responses can vary since everyone has different preferences and tastes. It provokes hesitation, and people can question whether they should believe or trust the opinions of their friends and family or not.
People are curious about what others wear to events, and at their traveling destinations, so they will be comfortable with what they plan to wear to the locations and gatherings, and they can fit in easily.