Brief

Improving the user journey

EYO, a brand committed to sustainable sportswear, was seeking to evaluate and enhance their e-commerce website to provide an improved user journey for their customers.

Insights

My research aimed to investigate the behaviours and habits when it comes to sustainable sportswear. To achieve this, I conducted interviews with eight women, ranging from 27 to 45 years old, residing in various parts of Europe. These women were both customers and non-customers, carefully selected to align with the ideal target audience of EYO.
In addition, I conducted competitive research focusing on the sustainability industry, prominent sportswear brands, alternative brands, as well as leaders in the e-commerce sector.

Many customers prefer to buy activewear online and already have a substantial collection. They typically make new purchases when their existing items need replacement due to wear, tear, or changes in size.

Online Purchasing and Fit for "Untypical" Bodies

• The most critical aspect for customers is the fit and comfort of the clothing. They prioritize garments that flatter their body shape.

• Customers consider their body type as "untypical" or "unconventional." When making online purchases, they express a preference for seeing bodies similar to their own, as they often find size guides to be unreliable.

Sustainability & Style

• Alongside fit and flattering qualities, customers also take style and sustainability into account when choosing high-quality leggings.

• For some customers, sustainability plays a key role in their decision-making process when selecting between leggings. However, for others, while they appreciate sustainable brands, it does not significantly impact their purchasing decision. The primary factor for them is to have clothes that make them look good, enhancing their confidence. The knowledge of a product being sustainable adds an extra level of pride and satisfaction after their purchase.

• Most customers believe that smaller brands are more trustworthy and transparent when it comes to ethical and sustainable practices.

Colour Coordination

Additionally, all customers consider whether the clothing's colour matches their existing wardrobe or if it can be paired as a set with other items.

Impact

The prototype prompted really positive feedback from the user testers.