Role Product Designer

Responsibility Product Design, Interactive Prototype, UI Kit

Timeline January 2023 - Ongoing

Team CY Cheng (Product Manager)

Organization Taelor, Inc.

Project outline

A revamp of the subscriber home and account pages to streamline tasks.

Taelor is a circular fashion startup that offers menswear rental subscriptions. Taelor ships hand-selected clothing items and ship to its subscribers; they can wear the items for a couple of weeks, return the shipment to Taelor, and the next one will be on its way. Every month, the subscribers can receive up to a certain number of shipments depending on their subscription plan.

Goals

Taelor has grown and expanded since its founding in 2021. The existing homepage and account page consist of several MVPs. It needs a homepage and account page where users can complete tasks and actions with minimum friction.

The goals are to increase user engagement with the website and improve overall satisfaction, reducing the churn rate.

Responsibilities

I was the sole designer on the team and worked closely with the product manager and the lead engineer.

My responsibilities were (1) optimizing existing products, and (2) ideating and developing new interfaces and features.

Existing Structure

The existing subscriber home is a patchwork; each page has confusing entry point(s), overlapping or inadequate functions, inconsistent design language, etc. The designs are also not optimized for mobile view, which over 85% of our users use.

User pain points

We gathered insights from the users through emails, video styling sessions, and feedback forms. Some common issues are:

Problem

Users can’t find information; the existing interface doesn't provide everything they need.

Hypothesis

Shipment statuses, such as tracking numbers, shipment content, notifications, and reminders should be displayed on the homepage, including returning and upcoming/current shipments. Provide users with all the information they need on the first screen to avoid confusion.

Problem

Users have trouble navigating and completing tasks because the existing architecture isn’t intuitive. Many users resort to contacting customer service for such issues.

Hypothesis

Streamline the current pages “Homepage”, “My Account”, and “My Taelor” to improve user flow, allowing users complete tasks independently without frustration.

Problem

Each subscriber can receive up to a certain number of shipments, with the condition of one at a time. Taelor’s model does not set a return date for the subscribers, and the monthly quota does not roll over.

With the lack of information, users are unfamiliar with the model and often can’t make full use of their benefits, leading to unhappy customers and canceled subscriptions.

Hypothesis

Provide shipment information to help users keep track of their subscriptions. Create reminders to help them maximize their use of each shipment and the subscription, increasing satisfaction and retention rate.

Shipment status

At a glance, users should be able to know where the shipment is and what they can do with its content. Every subscriber has a quota each month depending on their subscription plan. Taelor’s model does not limit the amount of time when a subscriber can hold onto a shipment.

Status

Displays notifications, including shipment status and return reminders.

Shipment

This section shows the shipment contents and actions. Displays both upcoming/current and returning shipments when applicable.

Styling Notes

Displays only when a shipment is currently with the user. Written by the stylist.

Personalized Collection

A collection of items curated and periodically updated by the stylist.

Featured Collection

Could be new arrivals, seasonal, or themed.

Marketing

Section reserved for marketing campaigns.

shipment display

There are two important phases in the Taelor subscription cycle: when a shipment is with the subscriber and when it’s not. When there is no shipment at home, there should be one that has been returned and one on its way.

Shipment at home

Status section

Displays shipment delivered status; reminds users to review items and when to return.

Shipment section

Displays the clothing items and two actions: buy and review. It’s accompanied by styling notes, written by stylists, providing styling tips and inspirations for users.

Collections section

There are two types of collections: personalized and featured. The former is curated for the user and updated periodically by stylists. The latter is generic.

Shipment on the way (incoming & returning)

Status section

Displays shipment status and tracking number.

Shipment section

Displays a preview of incoming items and returning items. No action or styling notes for the former; the latter is available for review.

Collections section

Remains the same.

Item Cards

Items are a repeating element on the homepage. I designed a series of item cards that accommodate various functions and differentiate shipment statuses. The priority is collecting reviews from users, and my design reflected that.

Homepage Mobile view

Desktop View

With the mobile-first approach prioritizing over 85% of our current users, the design adapts to desktops easily.