Ralph Lauren User Journey

‍1. Problem:

Ralph Lauren presented a unique challenge to my graduate class: How could they enable users to easily customize clothing online or in an app? They sought a user journey design that would empower customers to personalize their clothing effortlessly. This challenge sparked a three-month period of intense work, culminating in our individual presentations to the Ralph Lauren executives.

2. My Process and Solution :

My process began with a deep dive into Ralph Lauren as a brand, through brand guides, online context, and a website analysis. From there, I crafted user personas, which gradually transformed into a comprehensive user story epic, encapsulating the unique experiences of 9 different users.

Then came the iteration. I started with flow charts to get a feel for how the garment would reach the purchaser. Soon, I created user journey maps. Some maps were more plausible than others, considering the physical restraints of the task.

One of the most significant issues I ran into was getting the user's garment measurements correct to fit the user properly. This problem led me to the idea of a standardized measurement system the user would use. It involved the user using a measuring tape to measure the circumference of some regions of the body. The areas of the body that needed to be measured would differ depending on the garment. This idea led to my final user journey. The user would begin their task, then slowly build up to the task by selecting the material of the garment. Then, the user would go through the measurement process, this being the most challenging part of the task. The user would be relieved when the measurement data they input creates a 3-D model of the garment they created. The user could review all measurements a second time and press complete when satisfied. The user would finally add their garment to the cart and check out.

Below is my user journey as well as my user story epic.