SELLY :
D.I.Y Jewelry Shopping Service
Mobile App
#UX_Research #Service_Design #UXUI_Design
A New Way To Make Your Own Jewelry
Team
Suyoung Kwon
Kyuhyeon Lee
Soyeon Hong
Hoeuon Hwang
Project Duration
May 2017 - Nov 2017
Tools
Sketch, Flinto, Illustrator, Photoshop, After Effect
My Role
User Research, Ideation, UX Workflow Development, UI Design
Overview
More and more consumers are looking for something of their own to express their own personality. In particular, young people are used to seeking their own unique fashion accessories. Consumers who feel bored with standardized designs and products fell into the charm of D.I.Y.
So my team proposes SELLY, a subsidiary material shopping application that makes transactions more convenient by connecting consumers who want to make cheap and unique jewelry themselves with subsidiary material retailers who want to expand their sales range to the online market.
👇 This is a short video that introduces SELLY's service. Please turn on the Sound🔈!
Background
The demand for accessories is increasing to pursue their own individuality. Accordingly, interest in D.I.Y. accessories that can be customized by individuals is increasing. However, it is not easy to try D.I.Y, because there are not many markets specializing in accessory subsidiary materials, and they are so complex and crowded, that the process of purchasing materials is too exhausting.
Challenge
How can we satisfy the consumer's desire for affordable and unique accessories?
Design Process
Desk Research
We started the project with a vague idea that we hope to help people consume jewelry more cheaply and easily. Initially, we hoped to help consumers consume the cheapest product through price comparison. However, based on our research, we pivoted to focus on helping MZ generation consumers with their jewelry DIY activities.
Market Research
Jewelry Trend Research
D.I.Y/Custom Jewelry Trend Research
Qualitative Research
Service Safari
We visited two subsidiary materials markets to get information on the overall experience taking place in those markets. We become real users and experience the services taking place in the marketplace, and observe other customers and sellers.
- Bangsan Subsidiary Material Market
- There are endless types of subsidiary materials.
- Consumers can choose subsidiary materials they want and purchase them individually.
- The building is too complex and too crowded with intensive shops.
- Even with the same subsidiary materials, prices may vary from store to store.
Interview
< Consumer Interview>
< Seller Interview>
Consumers seek unique and charming jewelry, but the price is high
DIY consumers complain about the inconvenience of the current jewelry subsidiary material market
Online subsidiary material stores are scarce, and only sell in bulk
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Consumers need a way to consume unique and affordable jewelry
🛍
New DIY shopping service is needed to solve the complex processes in the subsidiary market
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Online shopping service is needed that allows consumers to order a small amount of materials
Target Users & Persona
Based on this finding, we divided 3 main target users: Master of DIY jewelry, Consumers interested in jewelry, and Storekeeper of the subsidiary material store. We then created the personas of our target users. 3 different personas show the different needs of users. Personas helped us put the research findings into context to better understand our target users.
Target Users
Persona Modeling
To provide a cheap and easy shopping service, we suggest various functions for users who are not familiar with DIY.
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Low-quantity Orders
Inexpensive shopping is possible by making small purchases as needed
🔗
Pre-making
Improve convenience by matching each subsidiary material according to the ratio
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Share
Improve service continuity via a community that shares Jewelry DIY recipes
📋
Recommend
Recommend materials and designs by reflecting user preferences, trends, and qualities
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Guide
Improve DIY accessibility by providing systematic tutorials by DIY difficulty level
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Crowdsourced Ideas
Adopt and produce from users' ideas
Service Strategy
What is Selly?
The nationwide subsidiary materials market is in my hands
A subsidiary material shopping application that makes transactions more convenient by connecting consumers who want to make cheap and unique jewelry themselves and subsidiary material retailers who want to expand their sales range to the online market.
Business Model
What We Treat
Key Feature
Users can match subsidiary materials before ordering through the Pre-Making function. Since the ratio of subsidiary materials is automatically adjusted based on the size set by the company, users can simulate in a form similar to the actual finished product. The pre-making function relieves users of anxiety about the failure to assemble subsidiary materials.
Tools For Beginners
For customers who are new to DIY, we provide the most essential tools for DIY at an affordable price. Customers in need of tools can purchase Beginner Tools for an additional price of about $2 from the Purchase Options.
Delivery System
Expected User Journey Map
Information Architecture
👇 Please click on the following image to expand it.
Low-Fidelity Wireframes
Before entering the UI design phase, we created the paper prototypes and rough wireframes to make our ideas more concrete, and to make sure that the Information Architecture we derived make sense. We added features and functionality to the initial idea and questioned our understanding of the idea itself.
👇 Please click on the following image to expand it.
Visual Design Strategy
Design Keywords
While working on the UX strategy, our team simultaneously engaged in building the brand identity. We analyzed the service direction of Selly and the characteristics of our target users and was able to define three keywords for the design strategy.
Initial Visual Design Concepts
Before entering the production of the full-service mid prototype, our team selected several representative screens to share each member’s interpretation of design keyword. We then coordinated opinions on further UX design and interface design direction.
👇 Please click on the following image to expand it.
Mid-Fidelity Prototypes
By proceeding with wireframe production and design direction adjustment, we were able to more thoroughly analyze the task of Selly service and focused on how to design user-centered interactions through mid-fidelity prototype production. We then created a working mid-fidelity prototype using a ‘Sketch’ tool to conduct further usability test and design evaluation.
Evaluation & Iteration
Usability Testing
With the working prototype, 2 rounds of usability testing sessions were conducted to examine the usability of the built wireframe and to get feedback and improve the flow of the application. For the first time, we conducted the usability test with 3 general users, and then, we conducted the second usability test with 3 jewelry lovers, 2 general users, and 1 usability expert. The 10 task scenarios were written based on Selly's overall use process. At this point, our goal was discovering the user's gaze and expectations, the intent of operation, and the errors in design.
Iterative Prototyping
Thanks to participants’ active verbal protocol and participation, we were able to get the results of the participant's evaluation of satisfaction, intuition, and convenience with Selly’s service and design. We applied these to the next steps and some of the changes that we made after the evaluations are below.
1. Allows users to browse the Selly service without signing up.
2. Adjust the content composition of the home screen and utilize the bottom navigation
3. Remove unnecessary elements and provide only the necessary information
4. Increase information visibility and reduce functional interference.
5. Remove unnecessary decorations and simplify functions and screens
6. Organize essential information and simplify UI
Final Design
Logo Design
Color & Typeface
Iconography
Sign In
Home
On Selly's home screen, users can find updates on the most popular subsidiary materials, combination recipes, and stores every day. Users can access various product information since new content such as popular products and special exhibitions are provided every day. Users can move to various screens through the top and bottom navigation.
Menu & Search
In the menu, users can check and move to important functions of Selly. Users can also search for subsidiary materials they want or check popular search terms.
Preview
This is a preview function that allows users to match subsidiary materials before ordering. Subsidiary materials can be imported directly from the shopping cart, the category, or through search. Since the proportions of the selected subsidiary materials are automatically adjusted according to the registered dimensions, users can easily test them in a form similar to the finished product. Accessories can be combined with a variety of backgrounds, including users’ own photos.
Shop
Users can check the stores registered in Selly. They can explore subsidiary materials sold by each store and get information on offline stores. They can also follow their favorite stores.
Item
In Selly, users can buy subsidiary materials in small quantities as they need. Users can check detailed photos of subsidiary materials and information on size, material, color, allergy, etc. Users can also find subsidiary materials they want by type and style.
Event
Special events such as special discounts are held from time to time. Users can use Selly more conveniently through special exhibitions grouped by theme and atmosphere.
Recipe Book
Selly's users can share their own combination recipes with other users. Other users can purchase the materials through those accessory reviews. Customer reviews become Selly's special content, providing a place for communication between users.
Guide Book
Users unfamiliar with DIY accessories can learn how to make accessories from this Guide Book. From the tools necessary for jewelry DIY to advanced techniques, information on a variety of production methods is presented in videos and images, so it is easily followable by anyone.
Trend
Users can get information on fashion, color, and jewelry trends for each season. It recommends the hottest subsidiary materials and sets according to the results of analyzing the trends of each season.
Recommend
If users are trying to present jewelry and they are not sure of the person's preferences, users can use Selly's Recommendation to find accessories that are perfect for your partner. Selly recommends optimal accessories by filtering subsidiary materials through 5-10 questions such as gender and age for the person to be presented.
Selly’s Choice
When Selly's users want a new subsidiary material, Selly's user can propose their idea through such an idea sketch. If Selly adopts a commercial idea, users are compensated, and the product is sold under the Selly name. To make it easier for unfamiliar users to try, Selly provides a guide in photos and videos.
Thank You!
