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What is CUUP?

CUUP is a direct-to-consumer startup focused on empowering women and femme folks and redefining the way they look and feel in their underwear.  On their site, they say, "For years, our many female forms have been squeezed into a few standard sizes.  When we don’t fit the standard, we’ve been asked to compromise: our confidence, our sensuality, our sense of belonging. We created CUUP to challenge these standards...We threw out a century-old sizing system and made our measurements on real bodies...We challenged the notion that sensuality is anything other than a self-defined state of being."

What was the Project Goal?

As a part of the UX Research team, my goal was to analyze and audit new and existing mockups based on UX best practices and heuristics using Abby's method.  The goal was to recommend design changes to the site for usability and new features that wouldn't change the look and feel of the site.

What were my roles?

UX Researcher, UX Auditor, and UX Consultant

PROJECT PLAN
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COMPETITIVE ANALYSIS > UX AUDITING > DESIGN RECOMMENDATIONS

COMPETITIVE ANALYSIS

RESEARCH GOALS

Main Focuses

  • Placements of shade names and Free Shiopping qualifications and marketing

  • Methods of advertising new shipping updates.

Major Findings

  • CUUP needed to add shade names to the shade selections on their product pages.  Shade names were only findable in the URL.

  • CUUP should showcase new Free Shipping updates and qualifications on landing page and in the shopping cart.

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UX AUDIT & DESIGN RECOMMENDATIONS

AUDIT & RECOMMENDATION FOCUSES

  • Placement of CTA button for new Fit Quiz feature.

  • Placement of shade names with shade selections.

  • Placement of Free Shipping updates, qualifications, and messaging.

  • UX changes to make based on best practices and heuristics.

UX NOTES AND ABBY'S HEURISTICS

Major Findings

  • CUUP needs to make some changes in designs in terms of Accessibility and Findability, particularly with the text on the images.

  • CUUP needs to integrate more controllability from the user.

    • This can be done by including the Fit Quiz CTA and the Free Shipping information in the header for each page or in the primary navigation overlay on the mobile breakpoint.​

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NEW FEATURE CTA: FIT QUIZ

Major Findings

  • Fit Quiz CTA should be present on all bra product pages.

  • CTA is separate from the main navigation of the site, so there needs to be more clarity in this messaging through the visual design and text hierarchy.

    • Even though it is not a part of the navigation, the Fit Quiz needs to still be accessible in the mobile breakpoint when going through the primary and secondary navigations.  Therefore, it should be included in this navigation overlay.

    • This can be done by spacing out the navigation from the Fit Quiz on the mobile navigation overlay, listing the Fit Quiz at the bottom and showing it as a button rather than another page option.​

PRODUCT SHADE NAMES
(DESIGN RECOMMENDATIONS)

Recommendations Reasonings

  • For accessibility, findability, clarity, and control, the shade names should be shown when a shade is selected or in an active hover state.

    • When including the shade names, visual hierarchy needs to be considered.  On product pages, shade names should be above the shade selections to show clarity in what is chosen out of all of the available options.​

  • Important to note:

    • Shade names need to be accessible in placement, sizing, and color as well, so they are accessible to read and so text and page reading software can process and read them accurately.

FREE SHIPPING
(DESIGN RECOMMENDATIONS)

desktop landing - fit quiz nav, cta, FS
desktop - cart overlay - $ away from FS
desktop - cart overlay - you qualify FS.

Recommendations Reasonings

  • Free Shipping qualification status should be displayed or messaged in the shopping cart for clarity.

  • For controllability, a "Back to Shop" link should be added to shopping carts that do not meet the free shipping qualification.  Allows users to easily navigate back to the site if they want to meet that qualification.

  • New Free Shipping update should be present on the landing page.

  • New Free Shipping update should be broadcasted on all pages.

NEXT STEPS
  • Research how to store data for Fit Quiz for registered users to refer in the future.

  • Conduct a full UX audit on responsive website.

CUUP'S UX INTEGRATIONS

LIVE SITE INTEGRATIONS

  • Fit Quiz CTA placements for desktop and mobile.

  • Free Shipping messaging in header on all pages.

  • Free Shipping qualification progress and "Back to shop" link in shopping cart.

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