Reformation UX Redesign
Role:
UX Researcher, UX Designer (Individual)
Independent project, not affiliated with or endorsed by Reformation.
Time:
4 weeks, Winter 2024
Overview:
Reformation is a high-end clothing brand known for its technology-driven retail concept, offering a seamless blend of fashion and innovation.
This redesign project, unaffiliated with the brand, focuses on improving the user experience of Reformation's digital shopping interface, aiming to elevate both functionality and customer satisfaction.
Context
During my tenure as a sales supervisor at Reformation’s flagship store in New York City—a cutting-edge, tech-centric concept store—I gained valuable insights into the smart showroom shopping experience, identifying both its strengths and areas for improvement.
The Traditional Shopping Experience
In a conventional retail setting, shoppers typically walk in, browse clothing racks, find their size, select a few items, and proceed to the dressing room. They may try on their selections, request different sizes from the dressing room associate, and perhaps head to the checkout counter.
Reformation's Smart Showroom Model
At Reformation, however, the shopping experience is distinctly different. Upon entering the luxury store, shoppers are greeted by a sales associate who introduces them to the unique store model. “It’s like a showroom,” the associate explains. “We only display one of each item on the sales floor, but we have additional sizes in the back.” Unlike traditional stores, shoppers are discouraged from taking items off the sales floor and directly to the dressing rooms, even if the displayed item is their size. Instead, associates will retrieve the requested items from the stockroom, which holds a full range of sizes from XS to XL.
Shoppers are then guided on how to request items for fitting. You can either speak directly with a sales associate or use the interactive touchscreens on their walls to build their dressing room selection, much like online shopping. Either way, customers will inevitably encounter the digital interface at some point during their shopping experience.
While the tech-infused showroom model works well on a smaller scale, Reformation’s flagship store faces unique challenges in New York City’s high-traffic environment. The sheer volume of shoppers, especially on busy weekends, strains both the customer experience and store operations, as associates can't effectively explain the store's unique model to every visitor.
Throughout my time at Reformation, I witnessed firsthand a variety of frustrations from both customers and sales associates. The high-density shopping environment, combined with the intricacies of the tech-showroom model, often led to delays and misunderstandings.
Many of the challenges I will discuss could be resolved with a few targeted UX improvements. By implementing these changes, the shopping process could be streamlined, reducing friction and delays, and ultimately enhancing both operational efficiency and customer satisfaction across the board.
Read more about the unique store experience here.
Existing User Interface
Common Problems
Unclear Purpose of Wall Screens:
The role and functionality of the screens on the walls are unclear, causing potential confusion or hesitation for new shoppers. The bold "Tap to Start" prompt is immediately noticed, prompting users to proceed before reading the instructions, which are positioned below eye level and in a small font. Eye-tracking research shows that users focus more on the top of the screen, so placing critical, small-font instructions lower reduces their readability. This leads users to tap without fully understanding the process and prevents them from returning for clarification, increasing confusion.
Limited Filtering Options:
The screens lack robust filtering capabilities for product specifics like size, color, or material. For example, a user searching for a green, floor-length bridesmaid dress with long sleeves in size medium can only filter by broad categories like “dresses." This greatly limits her ability to narrow down the selection and find exactly what she's looking for. Given the vast array of styles available in the store, this limitation can result in a longer, more inefficient, and ultimately more frustrating shopping experience.
Language Barrier for Non-English Speakers:
The store attracts a diverse array of international visitors with varying levels of English proficiency. However, the screens are only available in English, creating a considerable barrier for non-English speakers. This not only makes it challenging for them to navigate and engage with the digital interface but also contributes to a stressful and confusing shopping experience.
User Research
Since this project was developed for my own personal interest, I did not conduct formal user research. However, I relied on my observations and experiences in the Reformation Soho store, as well as my understanding of common user behaviors and challenges in similar contexts. Although formal user testing was not part of this process, I aimed to create solutions that are grounded in practical, real-world scenarios and align with proven UX principles.
