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Marketplace app
Streetwear fashion for subculture self-expressive enthusiasts
01 Project Overview
Project type
Marketplace app
Industry
Commerce
Duration
3 Months
Role & Responsibilities
Product Designer:​​​
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Research: Market + Users
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Personas
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User stories + Strategy
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IA (information architecture)
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Journey maps
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Wireframing
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Prototyping + Interactive MVP
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Testing + Documenting
Design Tools
Figma
Research
AI:​​​
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QoQo.Ai
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ChatGPT
User / Audience
Buyers + Sellers
Project Overview
02 Opportunity
Streetwear Marketplace App
Market Overview
Over the years, the streetwear market has grown significantly, evolving from a specialized subculture to a major force in mainstream fashion. Streetwear is a style that is influenced by skateboarding, hip-hop, graffiti art, and urban youth culture. Streetwear, which is distinguished by its laid-back and edgy aesthetic, has grown in popularity among a variety of groups, including celebrities, fashion enthusiasts, and members of Generation Z. Due to brand and designer recognition of the streetwear market's enormous potential, demand is created through exclusive drops, limited edition releases, and collaborations. Today, the streetwear market is a multibillion-dollar global industry that competes for customers' attention from both well-known labels and up-and-coming streetwear brands.
Opportunity
03 Discovery
Drivers
Factors like the increasing influence of street culture on mainstream fashion, collaborations between streetwear brands and luxury labels, and the rise of social media influencers promoting streetwear fashion fuel The streetwear market's growth. The demand in this market is also driven by consumers' increasing inclination for one-of-a-kind and limited-edition items.
Challenges
Streetwear market challenges include fighting counterfeit goods, satisfying environmentally conscious consumers' demands for sustainable products, and striking a balance between exclusivity and mass appeal.
Trends
In order to interact with their target audience, streetwear brands are embracing digital marketing techniques, introducing gender-fluid collections, and investigating sustainability and ethical practices. In the streetwear industry, customization choices and direct-to-consumer sales are two more new developments.
Discovery
Top 5 Players
Drivers
The streetwear industry is fiercely competitive, with a number of major players setting trends and influencing consumer demand. According to their market presence and worldwide influence, the top five streetwear brands are:
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Supreme
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Nike
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Adidas
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Off-White
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Palace
Persona
04 Persona
Buyer
Name: Damian
Age: 25
Occupation: Streetwear Consumer
Experience Level: Intermediate
Attitude Quote: Fashion is my form of self-expression.
Goals
• Stay updated on the latest streetwear trends
• Find and purchase limited-edition streetwear items
• Discover new and emerging streetwear brands
• Connect with other streetwear enthusiasts
• Express my personal style through streetwear
• Attend streetwear events and fashion shows
• Get inspiration for outfit ideas
• Learn about the history and culture of streetwear
• Support sustainable and ethical streetwear brands
• Collaborate with streetwear brands or designers
Needs
• Access to exclusive streetwear drops
• Easy and secure online shopping experience
• Detailed product information and sizing guides
• Social validation and recognition from other enthusiasts
• A platform to showcase and sell personal streetwear collections
• Engaging and informative content about streetwear
• Opportunities to participate in streetwear collaborations
• Access to streetwear resale markets
• Customisation options for streetwear items
• A sense of belonging to the streetwear community
Motivations
• To stand out and be unique in my style
• To be part of a subculture and express my identity
• To support and promote streetwear as an art form
• To collect and own rare and limited edition streetwear
• To stay ahead of the fashion curve
• To connect with like-minded individuals
• To discover new streetwear brands and designers
• To inspire others with my streetwear outfits
• To learn about the history and cultural significance of streetwear
• To contribute to the growth and development of the streetwear industry
Frustrations
• Missing out on limited edition drops
• Expensive resale prices for sought-after items
• Lack of inclusivity and diversity in streetwear
• Counterfeit streetwear items in the market
• Difficulty finding the right size for streetwear
• Limited availability of streetwear in local stores
• Lack of transparency in streetwear production processes
• Limited access to streetwear events and collaborations
• Lack of recognition for local and independent streetwear brands
• Negative stereotypes and misconceptions about streetwear culture
User Stories
05 User Stories
As a streetwear enthusiast, I want to shop for exclusive items in a convenient and easy-to-use mobile app.
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I want to be able to browse a wide selection of exclusive and limited items from different brands.
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I want to be able to filter my search results by brand, size, color, and price.
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I want to be able to read reviews of items before I purchase them.
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I want to be able to purchase items with my credit card or PayPal.
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I want to be able to track my orders and receive updates on their status.
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I want to be able to return items that I am not satisfied with.
As a streetwear enthusiast, I want to find the latest streetwear trends and news in the mobile app.
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I want to be able to read articles about streetwear fashion and culture.
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I want to be able to watch videos of streetwear fashion shows and events.
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I want to be able to see photos of streetwear celebrities and influencers.
As a streetwear enthusiast, I want to connect with other streetwear enthusiasts in the mobile app.
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I want to be able to send messages to other users.
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I want to be able to chat with users.
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I want to be able to share photos and videos with other users.
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I want to be able to attend events and meet other streetwear enthusiasts in person.
Both market and user research reveals the cultural impact of fashion streetwear and potential opportunities in a mobile marketplace app. The opportunities include offering exclusive streetwear, search options, staying updated with news and trends, and facilitating easy communication between buyers and sellers.
Problem Statement
Strategy
07 Strategy
User touch point
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Mobile app
User content goals
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A wide selection of limited edition streetwear brands.
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Filter search results by category, brand, size, color, and price.
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Item reviews.
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Purchase items by credit card, debit card, Apple Pay, Google Pay, and PayPal.
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Track orders and receive updates.
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Return items per the owner's requirements.
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Show blogs on fashion and culture, including trends and rising brands.
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User and seller messaging including video and photo sharing.
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Free membership with updates on exclusive drops
08 Content
App content
Based on user interest within the streetwear culture, I found opportunities that could be satisfied via an app. User content goals (listed above) highlight these opportunities and are organized within the following groups also known as pages within the app.
Buyer experience
Member experience
Content
09 IA (Information Architecture)
User goals
Streetwear enthusiasts seek to shop for exclusive items via a mobile app. The entire app construct is organized and labeled to better understand the pathways a user may travel to achieve their goals. User goals may differ from each other, but the primary user goal is to search and find fashion items to purchase them via a preferred payment method.
Information Architecture
Journey Map
10 Journey Map
User flows
The primary focus of a user on the app may differ between each use case. The journey to a goal may not be limited to just one path. Listed below are user flows with different user goals.
Wireframig
11 Wireframing
Public experience
Public surfaces/mobile user interfaces are UIs visible to the public. Meaning, the user does not have to be a logged-in user to experience it.
Member experience
Member surfaces/mobile user interfaces are UIs visible to members only. Meaning, the user has to be a logged in user to experience. A member can be a buyer or seller.
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Buyer: A buyer membership includes an account with a user profile and inbox. A buyer account allows the user to manage messages between buyer and seller directly, and manage payment options and other membership benefits.
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Seller: A seller membership includes an account with a user profile, inbox, post manager, and store insights on items for sale.
12 Prototype
Mobile streetwear marketplace prototype
I rendered a prototype after I met the following steps.
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Additional reflections on user behavior
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Design styles
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iOS best practices
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Design components
Prototype
Results & Learnings
13 Results & Learnings
As a designer, business solutions must be validated before a product is considered ready to ship. I interviewed five streetwear enthusiasts after using the mobile prototype.
Landing page
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5/5 Testers enjoyed the landing page. Specifically the item specials, popular items, and fashion blogs on streetwear trends, etc.
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3/5 Testers liked the quick category search on the sub-head of the page, while 1/5 wanted to see more search options, and the remaining 1/5 testers felt neutral since an additional search option was present in the foot navigation.
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Testers also found the foot navigation familiar and accessible to reach via thumb.
Search
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5/5 Testers were familiar with the manual search bar, filter search, and category search. Testers were especially interested in the detail filter search.
Favourite
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5/5 Testers responded positively to the favorite page where users can review the list of “favorite” items they have liked prior to arriving at the favorite page. They loved the quick send-to-cart CTA, and quick-tap product detail page access.
Cart
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4/5 Testers loved the cart page. Testers appreciated the add and remove option per item. Only 1/5 testers wanted to see the “cart” and “checkout” on one page.
Account: Buyer
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5/5 Testers quickly located their user account found in the foot navigation.
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4/5 Testers loved how they could connect directly with fashion brand designers, representatives, or store owners. 1/5 Testers questioned the response speed on an inquiry.
Account: Seller
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5/5 Testers quickly located their user account found in the foot navigation.
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5/5 Testers loved their account space and all its features. Equally, testers loved how easy it was to promote a drop to a targeted audience. In the same way, testers noticed how quick it was to post an item to the marketplace.
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Account insights were another great win. 5/5 Testers found their item performance insightful and valuable.
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