PROJECT Rent The Runway
About
Rent The Runway is an eCommerce clothing rental company targeting women wanting to rent dresses for short-term events or wanting to subscribe to receive a new wardrobe each month.
Challenge
To create a responsive redesign of www.renttherunway.com and conduct user testing of key user tasks: sign-up, search filter, and check-out.
Deliverables
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Storyboards
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Static wireframes
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High-fidelity responsive prototypes
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Usability testing
Tools
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Axure RP
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Balsamiq
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HTLM5 / CSS3 / Bootstrap
Research
I researched Rent The Run Way by interviewing current users about their experiences on the site, especially their pain points, and by reading users comments on-line. This strategy gave me a quick and low-cost way of getting insights into user interactions with the service which I turned into storyboards.
Explore
I used Balsamiq and Axure RP to brainstorm UI designs based on design pattern solution best practices for eCommerce. I created wireframes for desktop and mobile devices that targeted key user tasks for the project.
My interviews indicated that short-term clothing rentals were overlooked by users, so my redesign emphasized making both sides of the business visible to users.
Prototype
I used Axure to create an interactive prototype finalizing the website task flows before completing the final prototype in HTML5 and CSS3. I used the Bootstrap framework to rapidly create a responsive website with the goal of evaluating task flows on a mobile device.
Evaluate
I conducted task evaluations with users that focused on the key task flows on the website: user sign-ups, rental dress search filtering, and a short-term rental purchase. The results of the evaluation indicated that some elements on the site needed to be enlarged to increase their visibility on mobile devices and that the search filter order was not yet optimized. This data was used to suggest changes to improve the user experience on future iterations of the website.
