7 min readJan 17, 2021

Asos Microsite

Project Overview

The Second project in UX | UI Immersive program with Misk Academy: A local retailer is looking to design a microsite that is focused on very specific users (your personas) with 75–100 highly curated products from their current inventory. Your job is to work with the information architecture and interface design to produce a site that is easily navigable by the user and conveys the brand’s image.

Project duration is 2 weeks and it will be conduct by our team: Ahlam Fallatah, Manal AlZahrani and Hana Kanee.

Methods and Tools Used

Screening and Survey Questions (Google Docs)

Interviews ( Zoom, Face to face)

Competitive and Comparative analyse, Heuristic Evaluation by LEMES usability principles(Miro)

Feature and Layout Comparison (Miro)

Hybrid Card Sorting (Miro)

Sitemap(Miro)

User Flow (Miro)

Affinity Mapping (Miro)

Wireframe, Prototyping(Figma)

Step 1 - Select Projects’ Persona

We Studied the Target Persona and we Came up with:

Drew’s Characteristics

Prefer to plan early
Like to follow the trends
Want to be the first to know and buy
Like to influence and share new things with his network

Drew’s Pain Point

Finding the time to go for shopping onsite or online with maintaining his budget

Step 2 — Select the website

We decided to make a athletic-wear microsite for Asos

Why Asos?

They have a good quality products
They provide a reasonable price
They have an exclusive collections
Fun and simple to explore variety styles
They provide a fast international shipping

Step 3— Discover | Research

What is the problem?

Active social media users facing problem when they want to sharing direclty their bought items from website with their firends, family or social circles. We want to design for them an easy sharing experience with rewards system.

Online Research about the problem

Using Points or rewards Systems are helping companies to attract more users and increase company selling

Nowadays many websites started to focus in involving influencers and regular users to increase visibility of the company to new users through sharing and marketing for their products in social media.

However business research shows that focusing on influencer marketing does not have such an impact on new buyers for the website. Current research shows that smaller social media users, who have some impact on what friends or family see from them, is a huge business model right now to bring in new customer.

Business Analysis

Competitive and Comparative analyses

Competitive Companies

Heuristic Evaluation to measure the usability of user interfaces by useing the LEMErS Framework

our finding:

1)Categories for athletic-wear are very complicated and differs from ecommerce to ecommerce. For example: Noon has their athletic wear under “Occasion” category → Our solution: we simplified the categories

2)Rewards pages are hard to find generally and seem to be hidden from the user in most ecommerce websites that have this feature → We placed the rewards page in an easy to find location in our sitemap

3)Glossier does a great job presenting real women to represent their brand and a choice to share with instagramfollowers → We incorporated this feature into our microsite

Compare the Features between the Competitive Companies

Leaf Diagram

our finding:

1)Asos is missing engagement points collecting.

2)Rewards/points system features are best in Womensbest, Shein.

3)Website who have rewards system are hard to find, confusing to use and not easy to keep up.

4) Womensbest is the best in the informational page on how the rewards work, however access to points and rewards page for the user is very vague and there is no clear page to go for all your rewards in most websites we compared to.

5) Glossier is the best website that allows users to share their products, which

6) The only product that does exist in the market that is similar to the outfit opinion sharing feature for our website is an app called Which Looks Better, dedicated to rating outfits for the day by friends and the community

Design Questions and interviews

Get started by identified target users : Active social media user and like to wear athletic-cloth.

UsingScreening then sending survey or interview choosing possible users

Questions:

1) Where do you buy Your sports clothes and why?

2) Are you interested in exclusive offers and brands to have access to?

3) What feature of any website or app do You like that helps keep You up to date with new in stock and new arrivals or exclusive material?

4) How often do you share your newly bought items with friends or followers? And what social media platform do you use for that?

5) How would you explain your shopping style online? (love to see new items when they just come out, love to find deals and coupons… Fill in the blank)

6) Have you heard of Asos before? What do You like about it, and what do you not like?

7) Can you share a good experience you had with us while online shopping for clothes and what stood out?

8) Have you been influenced by someone you follow to buy something? Why?

9) What do you think about sharing your purchases on social media?

10) would you be incentivized to share your purchases on social media if you receive coupons, exclusive items just for you?

11) Would you like to see real people who wear what you are interested in buying, see how it looks on them?

12) Would you be interested in adding your picture and review an item yourself with a link to your Instagram?

We analysis the users interview’ answers by Affinitty mapping and categorize them according to users’ problems

our finding:

1) They prefer online website that provide good material and product information

2) They like website that provide multi brands options

3) usually share their items-to-buy of interest with friends and family, and do not like sharing with people they don’t know well

4) Shares their items of interest on whatsapp and sometimes snapchat to friends and family for opinion or givin advises.

5) Are influenced mostly by seeing what friends have and so they want to own similar items.

6) Asos prices are too high but the sales are great

7) They wear active wear for both comfort and exercise

8) They would share to others who they don’t know and would also place reviews on the website if they got points for it

Outcomes Of Solution

Microsite key features

We aim to have a high social media culture for our e-commerce microsite with different options to get great discounts or points (translated to money):

1) An option to share items you want to buy or have bought with your friends and family within the website in “closet category”

2) Sharing authentic reviews on items on our microsite by the average person (like glossier) → Have a social aspect to the e-commerce experience with an authentic feel. You also get an incentive to do this (by getting points or discounts)

Step 3 — Design | Test

Card Sorting

We conducted a hybrid card sorting on our categories for our microsite with 8 users

our finding:

Many of the participants simplified the categories, as they were too detailed. They ended up placing the items in the easiest categories, so we simplified our categories from being too detailed and too many to the simplest version that we could do.

Information Architecture

Site Map