Mirror — Extended User Research Analysis

Monica Kay Schmidt
5 min readSep 4, 2021



All 5 Users…

  • Shop/browse for clothing online.
  • Are drawn to shop a site from an email newsletter.

3:2 Users…

  • Browse online and then purchase in stores. (Interesting feedback into the “why” and “how” that transaction could be translated fully online.)
  • Shop & purchase clothing monthly. (2 shop less frequently)
  • Shop for clothes because of “retail therapy” or “boredom”, (A continued study into designing for the impulse shopper.)


All 5 users expressed the following as the most important factors contributing to a pleasant online shopping experience.

Finding their size:

  • Filtering options in the product search list.
  • Reviews based on customer body data input.
  • Social media images of customers in the products.
  • Models, they can identify with (Models measurements listed.)

Easy return/shipping policies:

(An easy way to find out if shipping is free (early on in the shopping process)

  • What is the minimum check-out amount to reach the free shipping?
  • Memberships that include free shipping
  • The return time limit is long enough.
  • Customer service is a real person.

3:2 Users expressed outfit suggestions on the website were helpful.


All 5 users express frustration with the filtering system not being as efficient in sale searches/sections.

Interesting feedback on how to push/sell excess inventory and help the user find their size easier and feel like they found a great deal.


5 Participants:

Age: 26–38. Gender: 3 Female: 2 Men. Marital Status: 3 Married: 2 Single. Occupations: Creative & Tech Industries. Annual Income: 35–110k


All 5 user participants…

  • Shop/browse for clothing online.

3:2 user participants…

  • Browse for clothing weekly.
  • Make purchases 2–3 times per year
  • Purchase 3–5 items per transaction (Usually, 1 or 2 items of the transaction are the same item in two different sizes. Tries on both at home and returns the balance.)
  • Check the quality of more expensive items in stores after seeing them online, or before purchasing them online later.


All 5 user participants…

  • Shop for clothes because of “retail therapy” or “boredom”.
  • Impulse items or feel-good novelty items at a price.
  • Reaching a shipping minimum

3:2 user participants…

  • Expressed social anxieties about shopping for multiple items in stores
  • Wanting to avoid commissioned based sales associates
  • Avoid standing in checkout/return lines.
  • Trying on clothes to check for fit, in an unfamiliar location. (Poor lighting. Comfort to move around or try on for a little bit longer.)
  • Need base shopping turns into want based shopping
  • Inspired by external motivators. (see below)


All 5 user participants…

  • Email Newsletter indicating a sale
  • Seasonal Changes
  • Occasions

3:2 user participants…

  • Website’s product or outfit recommended section
  • Items need to be relevant
  • Prefers when items are either similar in silhouette or color/pattern.
  • Outfit items need to be click/shoppable.
  • Social Media (Instagram)
  • Website styling
  • Window shopping in stores

Additional mentions:

  • Friends recommendations
  • Replace existing items in the wardrobe
  • Check to see if saved items in their wish list have gone on sale
  • Advertized technology



3:2 user participants…

  • Enjoy shopping for clothing, but don’t spend a lot of money on it.
  • Feel savvy when they find an item at a good deal.
  • Their total budget is considered before the shopping trip begins.
  • No more than X amount on specific types of items.

Sale Section Behaviors:

All 5 user participants…

  • Discover sales via Email Newsletter.
  • Shop the sale section when first arriving on the site, before any other category.

3:2 user participants…

  • Will check back to see if items go on sale.
  • Filter search results with price max.


Search Result Page:

All 5 user participants…

  • Will search through every page of an item category, before moving on.

4:1 user participants…

  • Color catches their eye first when looking through the product list.
  • Open items they like in a new tab before going to look at it or deciding to add it to their cart.
  • Don’t want to lose their place in the search result list by clicking “back”.
  • One user clicked the back button in their browser and is removed all their filters from their search.
  • Did not use the “quick view” options because … They felt it didn’t give them enough information. & They didn’t want to add to the cart if they were still thinking about it or wanting to compare it to other items.

Additional mentions:

  • One user liked the color of an item and tried to search the color name on the website to find that specific shade of “blue” in other items.
  • Viewing color options from the product search menu
  • One user mentioned they “liked being able to hover over the image on the product result page to see the color options clearly without clicking on anything.”
  • “they don’t like when a website shows a photo for each colorway on the product search result page. Gives the illusion they have more styles/silhouettes of items than they do.
  • One user mentioned they love seeing the 4 core fits listed at the top of the product result page.


Top items used for filtering item category:

Price: Sale items, Max price, Arrange Price “Low to High”

Fit: Core/named fit, Size (Selecting more than one)

Additional mentions:

  • Users struggled with seeing if their filter auto-updated or was selected.
  • Some filter systems removed options to select as they got more specific. Wasn’t clear that their “core fit” was out of stock. The website assumed customers would understand that.


All 5 user participants want to see photos of the same items on multiple body types.

  • Studies images first (Details photos, Multiple Angles, Different lighting. Colors of fabric photograph differently. (Black is hard to photograph, Shade or blue read differently on screen than in person, etc.)
  • Studies fit measurements/size guides second (see FIT/SIZING Emotions below)
  • Studies product description third
  • Fabric descriptors not being clear or accurate.
  • Home launder care

Additional mentions:

  • Zoom hover over the image is helpful to see details
  • One user tried to search for a “BACK TO SEARCH RESULTS” button, on the product page. Was nervous to click the browser back button for fear of losing search results.


All 5 user participants…

  • Wants to see photos of the same items on multiple body types.
  • Feel more confident in their purchase because product photos were taken on multiple models, one they felt they could relate to
  • Happy when multiple body type sizing is offered
  • Regular, Petite, Plus, etc
  • Spends the most time comparing people’s reviews.
  • Feels reassured when they can enter their own measurements and compare to previous customers who purchased and reviewed/kept/returned an item.
  • Reads models measurements.
  • Reads the size chart measurements.


Cart: 3:2 user participants…

  • Apply coupon codes at checkout.
  • Check their cart frequently while browsing.
  • Additional mentions:
  • Will add items to wishlist to purchase next time or if it goes on sale.

Shipping: All 5 user participants…

  • Want free shipping
  • Through memberships
  • Through reaching the minimum.

Additional mentions:

  • One user expressed wanting a try at a “home program” of some kind.

Returns: All 5 user participants…

  • Expressed they are comfortable buying anything online, as long as…
  • They are able to return the item
  • Have 30 days to think about it/send it back
  • Sending/returning shipping is free.
  • They have real/accessible customer support they can reach out to if they have questions or concerns.

Additional mentions:

  • Will remove sale items from their cart if it’s final sale.



Monica Kay Schmidt

Women's RTW Designer transitioning to e-commerce UX Designer.