At Mango design team, we strive for giving our users seamless experiences. To do so, we need to be close to them, so we can get to know exactly what their pain moments are and how we could solve them. To do so, we conducted user interviews at our labs that allowed us to obtain valuable insights.
Along the user journey, I'm focused on the inspiration part, providing our users with the possibility of finding exactly what they are looking for. If they are open to suggestions, we also try to provide them ideas, so they can enjoy their search process.
Apart from gathering insights during the user interviews, we also get very valuable information from our customer service colleagues. For example, we found our users were searching for garments they had seen in magazines or social media and, if they weren't finding that garment, users were calling Mango customer service for help, describing the garments through phone calls to find them online.
Another moment we identified our user might be needing help with was related to their offline experience, more specifically at our stores. Clients were taking photos of the garments as well as the tags, so they could buy them online afterward. They are not always 100% sure they want to buy when they at the store, or maybe they would like to save the garment and buy it later.
After having identified this, I found very useful to share a picture of the user journey with the team. In this exercise we analyzed all the possible opportunities by questioning what are we doing now and what could we be doing better.
In this project, I wanted to share with the team a clear vision of what the final product could look like. To do so, I worked in a series of documents that helped me to align the team with that product vision.
If we want to improve our customer experience, we also need to be aware of their expectations. By comparing our product with the rest of competitors, we can easily see which path to go or what to avoid if we want to keep up to our user's expectations.
On this point in the design process, we needed to decide, as a team, where to draw the line between the definition of MVP and MLP (Minimum Lovable Product).
We needed to decide what amount of effort should we dedicate to start testing the simplest version possible.
But, at the same time, we were aware that if we didn't give our users a memorable experience, we couldn't expect them to fall in love with our product.
In this case, we included in the MLP the functionalities that would make our users aware of this new search method together with the guiding tour during their first experience with the product helping them understand how to use this new functionality. So we released the MVP and started measuring.