Interviews
I kicked off the project by conducting four interviews from men in my target audience and researching several fashion sub-Reddits. Across interviewees and online testimonials I began to notice several common pain points that hindered their ability to develop their personal style.
Insights
Trust in Brands is Important
Trusting that a clothing item will be as expected when ordering online is essential. Brands that are reliable are often stuck to.
Fear of Wasting Money
Interviewees had anxiety about wasting money on clothing online that they would not like or wouldn’t fit once it arrived in person.
Styling Education Needed
Know what to buy is hard when you do not know how to style the clothes you buy. Styling education is a hurdle that creates friction while shopping.
Shopping Motivations
Interviewees often shopped out of necessity, for work or because clothes were old. Fashion inspiration come from pop culture or people they see in public.