Memoa UX Case Study
Memoa is a sustainable fashion platform that offers online clothing repair services, promoting longer garment lifespans. This project was created during the Interactive and User Experience Design Master’s program at Södertörn University in collaboration with Marcus Sandberg, the visionary behind Memoa. The aim was to design a mobile-optimized platform that shifts the traditional physical repair process to a transparent, trustworthy online service.
My Role & Tools
- Role: Research Lead, Scrum Master, Figma Wireframing
- Team Size: 4 designers
- Key Tools: Figma, Semi-structured Interviews, Workshops, UX Competitive Analysis
Problem Statement
How might we design a service that builds trust and transparency to replace the physical experience of repairing clothes with an online solution?
Research & Insights
Our research focused on understanding user behavior around clothing repair and addressing barriers such as trust and transparency in an online service. We used the following methods:
Stakeholder Workshop
We conducted a workshop to clarify Memoa’s vision, emphasizing the need for a transparent and trustworthy user experience.
Semi-Structured Interviews
Participants: Five participants aged 23-29, all familiar with sustainable fashion.
Key Insights: Users valued transparency about the repair process, price, and time. Trust was critical, particularly for items of sentimental value.
Personas & User Journey Maps
Persona Billie
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Persona Lou
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Competitive Analysis
We compared Memoa to services like Patagonia and Clothes Doctor, identifying gaps in competitor transparency regarding the repair process. Memoa aimed to address these shortcomings by providing clearer communication, service reviews, and examples of past work.
Design Process
Ideation & Sketching
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Using the insights from interviews and workshops, we brainstormed features necessary for a smooth user experience. Each team member sketched concepts for the core features, focusing on simplifying the repair request process.
Pain Points & Design Solutions
- Pain Point: Users were unsure how specific the repair request form should be.
- Solution: Added an input guide with examples and visual aids for form fields.
- Pain Point: Users sought cost transparency.
- Solution: Introduced a dynamic price estimate with explanations of potential cost changes.
Prototype Iterations
First Iteration - Medium Fidelity
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We developed a medium-fidelity prototype in Figma, focusing on content structure and user flow. Feedback from the stakeholder helped refine the repair request form and the photo-upload process.
Second Iteration - High Fidelity
Following usability testing with two participants aged 23 and 24, we made key improvements:
- Clarified the price estimate as an estimate to reduce confusion.
- Added an interactive progress bar to enhance the user experience and navigation.
Final Prototype
The final prototype includes a polished user interface designed to foster transparency and trust:
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Landing Page: Clear introduction to Memoa’s mission, featuring testimonials and work examples to build trust.
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Quick Guide: A concise walkthrough explaining the repair process.
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Repair Request: Step-by-step form with an input guide to ensure clarity.