The Challenges
Many online shoppers struggle with decision paralysis, inefficient product discovery, and the frustration of managing their wardrobe effectively.
How might we create an intelligent solution that streamlines the shopping process, enhances exploration, and ensures users feel confident in their purchases?
The Solutions
Teammates
3 UI/UX Designers
Mira, powered by Spree AI, is an innovative shopping assistant designed to tackle these challenges by offering a personalized, seamless, and engaging user experience.
Leveraging Spree AI's advanced machine learning technology, Mira integrates effortlessly with e-commerce platforms to provide curated shopping journey with personalized product discovery, immersive virtual try-ons, and tailored post-purchase insights.
My Role
Sponsored Client
Timeline
5 weeks
Sponsored Product Designer
Primary Role
UX Research
UX Strategy, System Design
Branding
Videography
Overview
Spree AI
Outcome
Research & Insights
Understanding the Problem : 52 Online surveys & Paper Research
What People Are Saying : 20 Online & Offline Interviews
79 minutes searching for products online
70% of users expect personalized shopping
47% of shoppers are open but struggle with AI shopping assistant
Wardrobe Frustration
"I have a full closet but still feel like I have nothing to wear."
As a Result, We Found Users Are Struggling With
Decision Paralysis
"I save so many items but can’t decide which one to buy."
Challenge 1.
Experience decision fatigue due to overwhelming choices
Difficult Product Discovery
"I wish there was an easier way to track down products I see on social media."
Challenge 2.
Seek faster, more efficient ways to discover products relevant to them
Challenge 3.
AI has the potential to improve and expand shopping journey
Painpoints
From the research, we found online shopping users face overwhelming choices, decision fatigue, and wardrobe management frustrations.
By mapping user pain points across the shopping journey—before, during, and after purchase,
we highlight the need for a more intuitive, personalized, and stress-free shopping experience.
Phase 1
Before Shopping
Why CUI?
What can we develop?
Phase 1
Phase 2
During Shopping
How to solve the painpoints?
Post Shopping
Decision Paralysis
Users are bombarded with countless options, leading to decision fatigue. This often leaves them saving numerous items in their cart without being able to make a final purchase decision.
Difficult Product Discovery
Tracking down specific items, especially those seen on social media or in advertisements, can be tedious and inefficient. Shoppers frequently abandon the process due to the lack of streamlined discovery tools.
Opportunities
Phase 2
Too Many Clothes, Nothing to Wear
Despite full wardrobes, many shoppers feel like they lack cohesive outfit choices. The inability to effectively coordinate their purchases results in frustration and wasted potential.
Through user research insights, we identified an opportunity to redefine online shopping using Conversational User Interfaces (CUI).
Mira, powered by Spree AI, seamlessly bridges the gap between traditional e-commerce and the personalized, intuitive, and supportive interactions.
To develop effective solutions, we focused on these key questions,
Before Shopping
During Shopping
Post Shopping
Curated Shopping Assistant
Mira personalizes the experience by helping users define their style, choose their favorite brands, and create a shopping profile. This ensures that users receive curated recommendations that reduce decision fatigue.
Easy-To-Find Shopping Journey
With new UX pathways like smart photo recognition, immersive virtual try-ons, and haptic material check, Mira simplifies product discovery by enhancing efficient and intuitive exploration. Shoppers can instantly find and interact with items they love, making the process both efficient and engaging.
Phase 3
Phase 3
Tailored Fashion Coordinator
Mira helps users manage their virtual wardrobes by analyzing past and possible purchases, while offering personalized outfit suggestions. This ensures users can maximize their wardrobe's potential and always feel confident in their style.
Solutions
By integrating CUI Mira with new key features, we enhance the shopping journey across three key phases: before, during, and after purchase.
Through a blend of AI-driven discovery tools, personalized recommendations, and immersive try-on solutions,
Mira redefines online shopping, making it more intuitive, efficient, and user-centric.
Key Features of Solutions
Phase 1
Before Shopping
Decision Paralysis
Curated Shopping Assistant
Easy-guided Pathway
Personalized AI Customization
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1. Smart Try-On Across Platforms
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2. Launching Standalone Mira App
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3. Customizing CUI Personality
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4. Tailoring Style Preferences
Phase 2
During Shopping
Easy-To-Find Shopping Journey
Smart photo recognition
Pre-order access
3D modeling try-on, Material check
Direct Way for Relevant item
Intuitive Decision Making
Difficult Product Discovery
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1. Conversation Onboarding
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2. Smart Photo Recognition
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3. Smart Pre-Order & Availability Tracking
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4. 3D Virtual Try-On & Material Insight
Phase 3
Post Shopping
Too Many Clothes, Nothing To Wear
Tailored Shopping Coordinator
Personal Coordination Planning
Managing Virtual closet
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1. Virtual Closet Update & Organization
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2. AI-Powered Styling & Outfit Recommendations
CUI Branding
Typography & Colors: The Mira identity is defined by the clean, modern fonts Poppins and Montserrat, paired with a vibrant green gradient for a fresh, innovative feel.
Logo Design: The Mira logo, a flowing "M," reflects elegance and a personalized touch, symbolizing the assistant's sleek yet approachable nature.
Persona Customization: Mira offers customizable personalities, allowing users to choose between Optimistic and Friendly, Sharp and Direct, or Witty and Sarcastic tones, ensuring a personalized experience that aligns with their preferences.
Logo Development: The exploratory sketches and shapes reflect the journey of creating Mira's distinctive logo. The design evolved to balance simplicity with elegance, maintaining alignment with the brand's personality.
CUI Motion States: Idle, Awake, Listening, Processing, Speaking, Success, and Error. Each state is visually distinct, ensuring clear and intuitive communication with the user.
Emotional & Functional Spectrum: Mira's interaction states are plotted on a matrix, ranging from calm to dynamic and reactive to proactive. This mapping ensures the assistant remains adaptable and emotionally responsive in all contexts.
Design Process
Design Direction
We identified active shoppers like Emma as key users for Spree AI, driven by their frequent engagement, brand loyalty, and high expectations for seamless shopping experiences.
Spree AI addresses her need for a seamless, personalized shopping journey by offering features like real-time updates, easy-finding relevant items, virtual try-ons, and curated recommendations, making it essential for engaged, fashion-forward consumers.
Design Development
01. User Journey Mapping
First, we mapped out Emma’s journey from onboarding to post-shopping to capture key emotions, goals, and interactions at every stage,
Next, we zoomed-in specific touchpoints within Emma’s journey, focusing on critical decision-making moments and crucial struggling points.
At last, we include detailed features as problem-solving opportunities to improve entire shopping journey with orderly structured shopping journey timeline phase.
02. Task Flow Setting & Story Board Sketching
We built up the user task flow and storyboard to pinch out the most potential user journey flow and smoothen the design system intervention.
03. UI Design Iteration
We refined UI design iterations in Figma, advancing toward high-fidelity prototyping by streamlining user flows,
optimizing structured components within the task flow,
highlighting newly integrated key features, and enhancing interactions for a seamless shopping experience.
