Petit
UX Designer | UX Strategist
About Petit
Petit's Character Story
Petit means little in French. The business owner considered this name for her brand.
In the beginning, the owner of the business was personally the admin of the leather page on Instagram and made posts and stories in her tone. Also, she advised the customers in detail and guided them to buy the right product.
After some time, the business owner realized that customers know her by the name of Petit. They have considered her and the tone of her content production as the character and the brand identity.
Project Goals
- Considering whether having a site is an opportunity for a business or a threat
- Understanding users’ mindsets about brand identity
- Employer’s desire to know more about customers (Increasing employer knowledge about customers)
- Assess and meet the website challenges of customers and business
Project Limitations
- Due to the nature of the project, it was impossible to interview customers (users)
- Stakeholder budget limit
- Time limitation
Value Proposition
- Variety of products
- The possibility of customizing leather products
- Intimate relationship with customers and individual advice
- High quality and low price compare to the market
We examined the features of 7 domestic and foreign sites and the result was compiled in the following table:
One of the important features that we came across in the competitive analysis was the possibility of giving the size around the chest and the hips so that the site can estimate the size number.
Considering that similar sites do not have leather products
Competitive Analysis Result
As a competitive advantage, leather products can play a big role in attracting customers to the site, so it is suggested that leather products be included.
As these websites may be filtered by the government, it is advisable that only members can access leather products and nude photos of products on the site, and it is generally better to be private.
Quantitative Data
- The questions were designed for several purposes:
- Demographic information
- Users’ mindset about Brand identity
- Business and sales information
- User’s expectations and challenges of shopping through website
Qualitative data
Since many users refused to take part in an interview, two explanatory questions were designed to clarify the subject more:
- The benefits of buying from the site
- User challenges
Target Market Iteration
At first, all the people who had bought from Petit and also those who had the experience of online shopping from other places were selected as the target market, and the sample size in this situation was 133 people. But with a closer examination, it became clear that the main reason for not buying from Petit is that the products seem expensive for them. Therefore, after consulting with the employer, we realized that these people are not the target market. Finally, 87 people were included in the calculations as the sample size.
She has gathered various products in one place that are not easily found in the Iranian market.
Demographics
The following pictures provide an overview of the demographic information collected during the UX research study:
Brand Identity
Based on further research, it was found that contrary to the opinion of the employer, 47% of the customers evaluate the personality of Petit brand as a calm personality with cunning mischief, which was the ultimate goal of the employer.
Furthermore, we evaluated whether the way the audience knew about Petit influenced their perception of the brand identity. According to our findings and unexpectedly, it was observed that most customers who came through the leather products page, do not consider Petit as a dark character, but the people who knew Petit by searching on Instagram or introduced through their friends, mostly know Petit as a dark character.
53% of customers found the underwear page via the leather products page, and 22% through friends’ introductions.
Brand Identity’s Results
- According to research, most users of this business are very reliant on Pettit’s two-way communications. Therefore, building a website at this stage can cause customer dissatisfaction and sales decline. Fortunately, since the site can address many of the employer’s challenges, users can be introduced to it step by step with the following solution.
- Step-by-step familiarization of customers with the site:
- Direct consultation and finally sending the selected product link to the customer to complete the purchase process
- Encourage the audience to view the site and see popular categories, such as “latest”
- Advertisements for using the site
Business and sales
According to our surveys, about 51% of customers are dissatisfied with admin services and prefer to receive advice directly from Petit.
According to the research conducted, 96.6% of customers are satisfied with their purchases, and the most important factors of satisfaction are as follows:
Also, the reasons for dissatisfaction of the remaining 3.4% are as follows:
- Size problems
- Difference between the product and its photo
- Product tatter
Based on the evaluation of customer behavior, those who mostly bought underwear through Instagram and websites chose sexy and lace underwear:
Business & Sales Results
As a result, it is suggested to focus on selling sexy products based on the needs of users
Furthermore, it can be concluded that considering incentive plans to introduce to friends in advertising plans can have a positive effect on the increase of business customers.
Website Expectations
According to the information obtained from qualitative data analysis in Affinity Diagram, users stated the general benefits of the site into 6 categories as follows:
- Inventory information is available instantly
- Immediate purchase
- Having categories and the possibility of filtering
- Easy payment
- Search possibility
- Read other user’s comments
- Consulting
- Formal environment
- Size
- Insuffisant information
- Access restriction
- Support
- Product replacement
- Delivery
According to the conducted research, the priority of information needed by customers is as follows:
- Picture
- Product Description
- Video
- Reviews
- Product replacement
- Delivery
Also, according to the following diagram, it was determined that customers need more guidance based on the following priorities:
- Size
- Fitted Photos
- Product Quality
- Price
- Fabric Material
- Product Model
- Occasion of Use
- Product Color
In preliminary findings, it seemed that customers used the following ways to find their right size:
- Size guide table
- The size of their previous underwear
- Measure with meters
- Consult with the seller
And more detailed assessments showed that customers who use “the size of their previous underwear” to buy a new one, make the most errors. While people who use the “guide table” as well as “measuring with a meter” make fewer errors in this case and find the right size.
Website Expectation Results
Considering user challenges, the following features are suggested:
- Existence of appropriate categories for products in the following order (information architecture):
- Sexy underwear
- Lace underwear
- Cotton daily wear
- Custom
- Accessory
- Size guide table for each product
- The possibility of entering chest and hip size data on the site and Suggesting the right size by the site itself
- The possibility of consultation with Petit if the user has a problem identifying the right product
- High-quality photos and videos without filters (product type, embroidery, sewing)
- Possibility of order cancellation and support
- Writing articles and preparing content for the site in a Petite tone
Final Conclusion
After discussing the budget constraints, the employer had chosen to use a site builder as a cost-effective solution for building their website. However, upon further examination of the features of the site builder, we have found that it may not be the best option for the employer’s needs. The unique features of the site builder may not be compatible with the requirements of the employer, leading to potential issues down the line. Thus, we strongly recommend halting the establishment of the site until the necessary funding is provided for a developer who can build a custom website that meets the employer’s specific requirements. This way, the employer can ensure that their website is built to their exact needs and avoids any issues that may arise from using an unsuitable site builder.
Key Takeaways
Through this project, we have gained several key takeaways:
- Client needs and wishes may not always align: As a UX designer, it’s important to understand that what the client wants may not always be what they need. It’s important to have open communication with the client and work together to find a solution that not only meets their wishes but also maximizes business profits.
- Accurate data and documentation are crucial: To make informed decisions, accurate data, and documentation are crucial. As a UX team, it’s important to be in constant communication with the employer and provide them with accurate numbers and documents to help them make informed decisions.
- Detailed data checks can provide more accurate results: Sometimes, the first look at the data may seem logical, but it’s important to perform detailed data checks to ensure the accuracy of the results. More powerful tools like Tableau software can be used to obtain more accurate results, which can be used to make more informed decisions.
Collaboration is key: Collaboration between the UX team and the employer is key to the success of the project. By working together and sharing information, the team can make better decisions that benefit the business as a whole.
Overall, these takeaways emphasize the importance of understanding the client’s needs, communicating effectively with stakeholders, and using data to inform UX design decisions.