Presentation deck for Shameless, an ecommerce app prototype made for GeneralAssembly's UX Design Immersive program.

1. Total shopping freedom.
Design by: Ben Dedrick
Student Project
General Assembly UXDi, Winter 2013

2. Shameless is a mobile shopping application for fashion-conscious shoppers who are tired
of being disappointed by products that don’t meet with their expectations. It has 360º
views of all products (both on a model and on their own), close-ups of patterns and
fabrics with care instructions, and unlike any other fashion app, a unique shipping system
that invites shoppers to try on items themselves before they commit to keeping them.
About the Project:
Shameless is a project that started in the General Assembly UXDi class. Its objective is to
create a shopping experience that removes long-standing barriers to online fashion sales
by giving customers confidence in their purchases.
The Shameless team was given the constraint of creating a shopping application
specifically for mobile platforms.

3. Prototype
Womenswear
Women’s Tops
Model View

5. Design Research
Methods:
Multiple semi-structured interviews with Alice to
identify potential opportunities for new app ideas.
Findings:
Alice hates crowds and buys a lot of stuff online,
but not clothing. Why?
Opportunity:
Because it’s too difficult to have confidence in
what you’re buying. This is a solvable business
problem, but requires a new approach to the
purchase/return process and more consistent,
thorough product information.

6. Iterations
Initial user tests lead to a series of changes:
- Early versions had a slightly different name...
- “Where’s the search bar?”
- Removed app’s (substantial) barrier to entry.
- Refined shipping/return process.

7. Prototype
Six users were asked to tap through a first-run
experience of the app, from startup to checkout of a
single-item purchase.
This lead to a few more changes:
- 3/6 users encountered difficulty with the visual clarity
of menus.
- One user requested expanded product info (e.g. 360º
turns in Model View).
These changes were incorporated into the final
Shameless prototype.

8. Thank you!
(Now go buy something!)
Ben Dedrick
bdedrick@gmail.com