Yiwen Liang | Portfolio

It Bag World is a shopping assistant app which provides fashion trend information about bags and styling suggestions. It allows users to track and compare prices from different third party online shopping website.

My Approach

I approached this project in five parts:

Context: Overview, Problem, Market Scale, Goal Understanding

Users: User Research, Interviews, Competitive Review

Setting the Stage: App Key Features, Information Architecture, User Flows

Design: Wireframes, Interactions, Prototype

Final considerations: Further Questions

Problem

Luxury handbags are an important accessory in day to day life, include shoulder bags, satchel bags, handheld bags, sling bags, tote bags, hobo bags, backpacks, wallets, and others. The luxury handbag market has been significantly impacted since the number of buying options for consumers is rising. Rise of internet and social media such as Facebook and Instagram has helped buyers understand their products and methods to buy them. Additionally, multi-brand retail outlets help in the expansion of infrastructure and drive the economy.

Market Scale

I started out the project by conducting an initial user research to find out how the target users currently know the fashion trend of bags and the difficulties they experience using their current preferred method (both online and visit store). I read the online data to understand the market scale.

This research conducted a survey on 400 women (368 completion) aged 18-74 living in or around London. The survey was sent out to Q Research London’s representative, targeted database. Overall Results % of those who have previously purchased a high-end handbag, and intention to buy a new one in the next 12 months

https://newentrepreneursfoundation.com/market-research-women-handbags-mintel-v-q-research/

Goals

Make it easier to follow the trend and purchase it bag!

Deemed "The Tinder for Bags," make an app help users to follow the fashion trend of it bag and find the dream bag. Swipe through over thousands bag styles. it Bag World allows you to filter your bag search based on color, brand or style. You can also create bag wish-lists and make purchases directly through the app.

User Research

Based on types, the market is segmented into handbags, backpacks, wallets, and others. In terms of luxury handbags, the handbag segment constituted the biggest market share, followed by the backpack segment, in 2016. The handbag segment is further divided into shoulder bags, satchel bags, handheld bags, sling bags, tote bags, hobo bags, and others. Tote handbag segment held the largest market share followed by handheld bags in 2017.

Base on gender, majority of share is captured by women due to the changing beauty trends among women and rising consumer awareness about personal grooming. Based on distribution channel, the luxury handbag market is dominated by the offline channel as the user can gauge the quality of the product by touch, while in online channels the user cannot touch the product. In the coming years, the online channel is projected to grow at a faster rate with the growth of internet.

Based on geography, the luxury handbag market is segmented into North America, Europe, Asia Pacific, Middle East & Africa, and South America. Among all the regions, in terms of revenue, Europe held the major market share, accounting for around 31.8% in 2016, followed by Asia Pacific. Furthermore, rising consumer spending capacities, disposable incomes, and changing fashion trends have led to the rapid growth of the Asia Pacific luxury handbag market.dheld bags in 2017.

Meet the User

After the interviews with them, I find out the pain points uncovered are as follows:

1. Users have difficulty to follow the it bag trend

2. The price of it bag was a major concern for users

3. Users want to compare the price from different online shopping website

Information Architecture

App Key Features

SEARCH: Whether it’s a Gucci marmont bag or Chanel classic flap bag, find your bag instantly. It Bag check the racks of all your favorite stores, from Neiman Marcus to net-a-porter — if it’s sold online, we can find it. Use the filters across all bag and refine results by brand, store, color, price, and more.

BROWSE: Discover the latest bag trends for women. Find personalized style inspiration, access the latest arrivals and get the best deals on luxury bag - all in one app.

BUY: Purchase luxury bag more directly and securely from thousands of stores in just a few taps. Also can tap the heart under any bag to save it to a list and revisit it at any time.

User Flows