Concept maps help facilitate visual thinking to understand the various elements of a page and how they relate and function together.
Affinity Diagram (Part 1)
In order to interpret my stylist interviews, I created affinity diagrams to better understand how information fit together and surface any recurring issues and problem areas to target. I segregated the data into 7 major sections: features the stylists found easy, difficult, what they would like to see, how they curate a client, common errors, information they found most helpful, and information I did not fully comprehend.
Main User Findings
Based on the first round of user research interviews I scheduled and conducted via phone, I wrote a list of improvements based on priority, value, and cost.
Affinity Diagram (Part 2)
To reduce response bias and understand other factors about how stylists curate, another round of interviews were scheduled and conducted. The second round involved more validation from the user about slight nuances, which helped me understand the different complexities of how difficult it is to match a woman's jewelry style and preferences. The data collected was segmented into 7 more buckets to increase comprehension of the stylist's behavior.
Wireframes are a crucial part of the design process and help organize various elements of the website and allow the team to understand how to prioritize visual layout before content. The example wireframes above show multiple iterations of concepts and layout (sketches) before a higher resolution mockup was decided with the leadership team. I typically start on pen and dotted grid paper before going into Sketch.
After collaborating with the major stakeholders (CEO, VP of engineering, stylist manager and data scientist), the high resolution mockups were delivered and handed off to engineering during the rebranding period.
What We Learned
• Showing time stamp and box history in reverse chronological order gave stylists a better idea of what members received last—this prevented duplicate items that increased our Box Feedback metric.
• Moving the 3 items up to the top right gave faster Box Curation Times as stylists often found their eyes wandering across the page inconsistently with poor navigational flow. Shorter box curation time leads to more members getting styled.
• Using tabs for organizing jewelry improved less scrolling between the top and bottom of the page and more efficiency for understanding her wishlist.
• Adding a Recommended Items tab based on her ratings allowed stylists to pair her wishlist items with similar metal tones, styles, and designers.
• Grouping the last three boxes with her jewelry rating and box feedback created more visibility and flow in conversation for other stylists to understand her jewelry style and know what she loves best.