Usability & Consumption

Influence in Fashion

Blogs

Amyris Fernandez, Ph.D.

Issaaf Karhawi, Ph.D.

Blogs were spontaneus manifestations of

this love for fashion

Successful Blogs are now less

spontaneous manifestations

Brazil has a lot of upscale bloggers!

Website iniciative situation

• Website business model has only one revenue stream – advertising!

• Analytics results were poor in all terms: unique visitors, time per page,

number of returning visitors, number of visitors that become users (do

login).

• Therefore, financial results were not good!

• They didn´t have an app or even the m-site version.

How did they plan to solve the

problem? • Decided to revamp the website using their own experience as

entrepreneurs, and the expertise of their designer.

• Usability Test was used to “find and fix” navigational problems!

• All present and future iniciatives – site revamp and app development,

targeted users from same social class of website owners – Class AAA.

11/19/2015 6

11/19/2015 7

GANHO MENSAL

11/19/2015 9

The website needed a revamp due to low

financial results

The prototype didn´t actually

change anything

The prototype didn´t actually

change anything

Color codes were

understood but they were

hard to identify.

No one payed attention to

this feature!

Word does not express the meaning -

really nice & not expensive!

Current users didn´t understand

the word!

Usability Test Results on beta version

Search does not allow to filter by

context.

Bad label! Word does not sound

good

This was never recognized

as a flower!

Usability Test Results on beta version

The classical layout doubt

Users prefered

the tab version

This layout do not

privilege product

advertising!

We can also show results from most recent to old, or add

filters!

Search is always an opportunity!

Side by side login (user vs non users) lead

to errors!

Usability Test Results on beta version

Use drag and drop features (instead of this

boring select boxes) because they add a ludic

aspect to the interface!

Some recommendations were

inspired on mobile

Blogs had their own problems, and

added complexity for users

But they definitly were no more

than (self) advertising platforms!

Usability Tests Results Aggregator Problems User Reactions Suggested Improvements

Menu Labeling

Labeling was chosen by the

entrepreneurs without a Card

Sorting. Therefore, labeling was

weak but match user needs.

Caused hesitation but did

not impede to complete the

task.

Understand the user needs

and wants, and translate it

into a menu.

Search

Search process do not allow to

fi lter results previously to the

search

Search results seemed

confuse.Segment search results by

text, photo, videos.

Contextual navigation

The content, coming from

different sources, and having

different formats, was organized

in a standard view. It took away

the blog personality.

It was hard for the users to

realize what information

came from where.

Make design less prevalent

on the contextual navigation.

Content

Very few content inputs came

from the aggregator editorial

team. Therefore, the site had

not a unique personality.

Looked sort of impersonal. Improve and curate content

coming from editors.

DesignDesign was appropriate for the

target audience.Users found it nice. No comments.

Business ModelBusiness model was only based

in advertising.

Advertisements were ignored

or blamed as being too

intrusive.

Make it easy for aggregator

users to see similar products

and/or buy the products

displyed on blogs.

Main Changes

Simple & Chic! Total focus on

better financial results

The new website considers the target

(I am using this word on purpose) needs

Mobile focus on behaviors

The results • Founders and designers understood the value of UX inputs.

• The website and the app finally took in consideration user needs, and

understood that users are actually consumers.

• Website expanded its business model, increasing and diversifying renevue

models.

• All Analytics results improved: unique visitors, time per page, number of

returning visitors, number of visitors that become users (do login).

• Android version has 4.300 5 Stars reviews! & has around 100.000

downloads!

No dejes de completar nuestra encuentra online

isa.ixda.org/2015/encuesta

¡Muchas gracias!

Usability & Consumption Influence in Fashion Blogs

Amyris Fernandez & Issaaf Karhawi