Presentation of an academic paper that shows the relationship between consumption of fashion items in blogs and usability issues.

1. Usability & Consumption
Influence in Fashion
Blogs
Amyris Fernandez, Ph.D.
Issaaf Karhawi, Ph.D.

2. Blogs were spontaneus manifestations of
this love for fashion

3. Successful Blogs are now less
spontaneous manifestations
Brazil has a lot of upscale bloggers!

4. Website iniciative situation
•Website business model has only one revenue stream – advertising!
•Analytics results were poor in all terms: unique visitors, time per page,
number of returning visitors, number of visitors that become users (do
login).
•Therefore, financial results were not good!
•They didn´t have an app or even the m-site version.

5. How did they plan to solve the
problem?
•Decided to revamp the website using their own experience as
entrepreneurs, and the expertise of their designer.
•Usability Test was used to “find and fix” navigational problems!
•All present and future iniciatives – site revamp and app development,
targeted users from same social class of website owners – Class AAA.

6. 11/19/2015 6

7. 11/19/2015 7

8. GANHO MENSAL

9. 11/19/2015 9

11. The website needed a revamp due to low
financial results

12. The prototype didn´t actually
change anything

13. The prototype didn´t actually
change anything

14. Color codes were
understood but they were
hard to identify.
No one payed attention to
this feature!
Word does not express the meaning -
really nice & not expensive!
Current users didn´t understand
the word!
Usability Test Results on beta version

15. Search does not allow to filter by
context.
Bad label! Word does not sound
good
This was never recognized
as a flower!
Usability Test Results on beta version

16. The classical layout doubt
Users prefered
the tab version
This layout do not
privilege product
advertising!

17. We can also show results from most recent to old, or add
filters!
Search is always an opportunity!

18. Side by side login (user vs non users) lead
to errors!
Usability Test Results on beta version

19. Use drag and drop features (instead of this
boring select boxes) because they add a ludic
aspect to the interface!
Some recommendations were
inspired on mobile

20. Blogs had their own problems, and
added complexity for users

21. But they definitly were no more
than (self) advertising platforms!

22. Usability Tests Results
Aggregator Problems User Reactions Suggested Improvements
Menu Labeling
Labeling was chosen by the
entrepreneurs without a Card
Sorting. Therefore, labeling was
weak but match user needs.
Caused hesitation but did
not impede to complete the
task.
Understand the user needs
and wants, and translate it
into a menu.
Search
Search process do not allow to
filter results previously to the
search
Search results seemed
confuse.
Segment search results by
text, photo, videos.
Contextual navigation
The content, coming from
different sources, and having
different formats, was organized
in a standard view. It took away
the blog personality.
It was hard for the users to
realize what information
came from where.
Make design less prevalent
on the contextual navigation.
Content
Very few content inputs came
from the aggregator editorial
team. Therefore, the site had
not a unique personality.
Looked sort of impersonal. Improve and curate content
coming from editors.
Design
Design was appropriate for the
target audience.
Users found it nice. No comments.
Business Model
Business model was only based
Advertisements were ignored
or blamed as being too
Make it easy for aggregator
users to see similar products

23. Main Changes

24. Simple & Chic! Total focus on
better financial results

25. The new website considers the target
(I am using this word on purpose) needs

26. Mobile focus on behaviors

27. The results
• Founders and designers understood the value of UX inputs.
• The website and the app finally took in consideration user needs, and
understood that users are actually consumers.
• Website expanded its business model, increasing and diversifying renevue
models.
• All Analytics results improved: unique visitors, time per page, number of
returning visitors, number of visitors that become users (do login).
• Android version has 4.300 5 Stars reviews! & has around 100.000
downloads!

28. No dejes de completar nuestra encuentra online
isa.ixda.org/2015/encuesta
¡Muchas gracias!
Usability & Consumption Influence in
Fashion Blogs
Amyris Fernandez & Issaaf Karhawi