RITZYREPUBLIC
UX research for a designer handbag rental service, improving site credibility, navigation, and user decision-making to enhance the rental experience.
The Background
RitzyRepublic is a designer handbag rental service, offering both subscription-based and one-off rental options. As a luxury-focused service, the platform needed improvements to enhance its credibility, optimize navigation, and streamline search and filter functionalities for users.
Main Goal
To elevate the user experience by refining the credibility of the site and improving the search and filter features, ensuring a smoother and more intuitive navigation process for users looking to rent designer handbags.
My Role
Lead UX researcher responsible for conducting user research, competitor analysis, usability testing, and user interviews. Collaborated closely with designers and developers to implement the findings and recommend user-centered design improvements.
Breaking Down the Process
Key Research Questions
- How can we improve the site's credibility to increase user trust?
- How can the navigation be optimized to enhance the user journey, particularly during the searching and filtering process?
- How do customers perceive the different rental models (subscription vs. one-off)?
- What are the main pain points users experience when navigating the platform?
Methods
- Competitor Research: Analyzed competitor platforms in the luxury handbag rental market to identify strengths and weaknesses in their UX approaches, focusing on credibility indicators, rental models, and customer journey.
- Usability Testing: Conducted usability tests to observe how users navigated the RitzyRepublic platform, focusing on their interaction with the search, filter, and checkout process. Tests helped uncover navigation friction points and opportunities for enhancing the site's credibility.
- User Interviews: Carried out interviews with both existing and potential customers to gather insights on user needs, expectations, and preferences. The interviews focused on customer experiences with rental services and how they perceive credibility and trustworthiness.
Usability Testing Scenarios
Scenario 1:
User Profile: Mary, a fashion-conscious professional attending a high-profile wedding, is searching for a designer handbag to match her outfit.
Task: She logs into the RitzyRepublic site and tries to find an appropriate handbag using the filters and search functionality.
Expected Outcome: Mary should be able to easily locate handbags by filtering them based on the occasion, color, and designer within 5 minutes. She should feel confident in proceeding with the rental after reading about the insurance and security deposit details.
Scenario 2:
User Profile: Lisa, a regular subscriber, wants to swap her current bag for a new one. She navigates the site to explore new arrivals and manage her subscription.
Task: She uses the site's subscription management page to select her new handbag and schedules the return of her current one.
Expected Outcome: Lisa should be able to seamlessly manage her subscription and arrange the bag exchange without confusion or unnecessary clicks.
Key Insights
Site Credibility
Users felt that trust signals, such as verified customer reviews, a clear insurance policy, and ID verification information, were lacking. Enhancing these aspects could significantly boost user confidence.
Navigation Issues
Users found it difficult to locate specific handbags due to inefficient filtering options. Suggestions included more intuitive filters (e.g., by occasion, designer, color) and a more visible search bar.
Perception of Rental Models
Subscription services appealed to fashion enthusiasts who wanted access to a rotating variety of bags, while one-off rentals catered to those who needed a bag for a specific event or sporadic use, preferring not to commit to monthly fees.
Security Concerns
Users wanted clearer information about the security deposit, insurance, and the process of returning items, which made them hesitant to commit to a rental.
Contact
dilyara.seitova@gmail.com