Nuance
Women’s Clothing Webshop with AR Fitting Room
Nuance, a women’s clothing store, needed new ideas to boost online sales. They wanted a user-centered, innovative e-commerce solution that reimagined the online shopping experience by integrating interactive elements inspired by social commerce and live shopping. (This is a fictional case developed for educational purposes.)
Client
Nuance via Zealand Erhvervsakademi
Role
UX Resercher & Designer
Industry
Fashion
Tools
Figma, Adobe CC
Date
March 2025
Design Process
Design Thinking & Double Dimond model
UX Research, Persona & User Journey Map
Ideation & Concept Development
Prototyping
Video Production
Testing & Iteration
Results
Prositive User Feedback
Project Approved (2nd Semester Assignment)
Positive Teacher´s Feedback
Problem
Uncertainty about fit in online shopping is a common issue in the fashion industry. About 40% of those sales end up being returned due to incorrect sizing. This impacts both the business and the environment — and it’s frustrating and discouraging for customers.
Discovery & Analysis
I conducted thorough qualitative research on both competitors and users through observation, desk research, user testing, and interviews. The interactivity of live shopping — with hosts trying on clothes and commenting on the fit — served as inspiration, while business challenges and user motivations informed our decisions. I also crafted a Persona, a User Scenario, and a User Journey Map to guide the design in the right direction.
Design Approach
I designed a flow where users can easily follow their preferred path to find what they’re looking for — through the navigation menu, CTA buttons, landing page sections, search bar, or filters with relevant categories. On the product page, they can explore a gallery, select colors and sizes, and read detailed product specifications. A clear return policy and a traditional size guide are also provided. In addition, a new AR Fitting Room feature functions as a digital mirror, allowing customers to see the clothes on themselves by using their camera.
Design Iteration
We applied the Double Diamond model to support an iterative process and continuously enhance the user experience.
Prototype
The prototype I created was tested with users several times, leading to valuable improvements. However, the AR Fitting Room feature still needs to be better highlighted on the product page.
Results
Users found the website trustworthy, easy to navigate, and informative. The AR Fitting Room concept was well-received, and the overall feedback was positive. Additionally, the project was approved with positive feedback from teachers and classmates.