Percentil
a UX/UI case study of an e-commerce app
The brief
Percentil is an e-commerce for second hand clothes, known for their quality control and excellent customer service. They already have a strong customer base and want to expand to other technologies and channels to raise awareness and increase customer loyalty.
Main deliverable
an MVP for an iOS native app
My Role
UX/UI Designer
UX Research, Information Architecture, Design System, UI Design, Prototyping
What is Percentil?
An e-commerce for second hand clothes, known for their quality control and excellent customer service.
They already have a strong customer base and want to increase loyalty by creating a native app.
A long list of deliverables
The list of desired deliverables we received from the client was very long and we had a time constraint of two weeks.
We had to prioritize and focus on the main user tasks and most importantly on what the user wants and needs.
Secondhand is becoming a global phenomenon, expected to grow 127% by 2026.
The Market
The top 3 reasons consumers buy second hand over new are
Nearly
2 IN 3
consumers believe their individual consumption habits have a significant impact on the planet
The Competitors
To find out where Percentil stands, we compared with other secondhand shops on the market.
We crossed quality control and customer service off the list, because we figured that Percentil does a great job at these.
Trying to find the real issue
To find out what people are looking for when buying secondhand clothes online, we conducted some primary research.
Target Audience:
Women aged 20-35 who buy secondhand clothes online
Observing them browse the Percentil website
Some of the users we interviewed and observed, didn’t understand Percentil was a second-hand shop. It looked like a regular ecommerce.
They struggled finding what they wanted easily because of the unclear and overwhelming filters.
Some important survey data
We wanted to know how they behave when they are browsing for secondhand items on websites.
We found that 80% search first, then filter the results, as it can be quite overwhelming with so many options.
Our key insights after research
Secondhand shoppers want their shopping habits to have a positive impact on the environment
They want to be able to find items efficiently and not be overwhelmed by too many choices
Quality, transparency, and low price are key factors for online secondhand shoppers
And the problem we identified
Quality-driven secondhand shoppers want to efficiently change their wardrobe without impacting the environment or sacrificing quality, but they are often overwhelmed by the choices available.
The user archetypes
After thorough research we were able to condense Percentil’s main users into these two archetypes
For the rest of the project we decided to focus on the conveniently conscious consumer, because most of the users we interviewed, observed or surveyed fell into this category. We called her Cecille.
The Journey Map
User Flow & Prototype
Iterations after testing on mid-fidelity screens
The below are just a few important iterations we did. Testing was extremely important and helpful for better versions of our design.
Key Features
Key Learnings
Take into account both business goals and user’s pain points. It might be tricky to meet both to their full extent, but find the best way to do so.
Test early and test much. The earlier we test, the more time and resources we can save.
We are not the user. We always tend to come up with ideas and solutions defined by our own experience, but it is not the right way to do it, we need to empathize with our users.