Case study in progress
A gender-inclusive solution to enhance the current shopping experience for transgender and non-binary individuals
Overview
Our project’s purpose is to explore the impact that cis-gendered online shopping systems have on non-binary and transgender individuals. This stemmed from observing that online retail websites contained only cis-gendered clothing categories and sizing systems. Through research and analysis, we designed a web extension called Unbound, to help users find their perfect fit.
TIMELINE
Sept'23 - Dec'23
TOOLS
Figma, Figjam, Procreate
MY ROLE
UX Designer
Problem
As a cis-gendered woman, my online shopping experience is usually seamless
and standard
select gender browse choose a dress check size add to cart
However, this journey might not be universal, especially for those identifying as transgender/ non-binary or any other gender.
Breaking Down the Problem:
Problem #1
Gender Segregation
For decades, retailers have been categorizing products into sections for Male, Female, and Kids.
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Problem #2
Lack of Representation
Models predominantly pose in gender-specific sections, reinforcing binary norms.
Men for Male, Woman for Female.
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Problem #3
Assumptions on Gender-Neutral Clothing
Misconceptions exist, ranging from associating it solely with neutral colors or overly flashy, covered in pride designs
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Our Hypothesis
“The current shopping experience lacks inclusivity for individuals who do not identify as cis-gendered”
Research
Why is this a problem?
Gender definitions in society have undergone a significant mindset shift, and younger generations are driving the change.
of Gen Z consumers believe that gender no longer defines a person as strongly as it once did.
Defining the problem through research
(Note : Before we began conducting human centered research, we familiarized ourselves with various gender identities and how they prefer to be addressed through articles and videos. Recognizing the sensitivity of this topic, our intention was to approach it with empathy, understanding, respect, and a commitment to ensuring the comfort of all individuals involved.)
Our target audience comprised of adults who identified as trans or non binary and are residing in USA.
Survey
Distributed surveys to a diverse audience to understand a wide range of perspectives. Recognizing the sensitivity of the topic, maintaining participant confidentiality was a priority. Surveys served as a valuable channel for recruiting participants willing to contribute insights to our study
Contextual Inquiries
By implementing this ethnographic field study, we immersed ourselves in users' natural shopping environments. This approach allowed us to uncover the underlying structure of their experiences. Following this, we conducted semi-structured inquiries to delve deeper into the reasons behind their choices.
Desk Research
Beyond the collected data, we extensively explored platforms like Reddit, X, and Instagram. This exploration was aimed at gauging community sentiments and enhancing our understanding of the retail industry.
Pain Points
So what exactly are the users saying?
“I had to rip the pockets off mens pants and sew them on womens pants."
“I had to lose weight and change my physique to fit into male clothing.”
“Gender neutral sizing would help not just for gender inclusivity, but also for people with different body types in general.”
“The future of non-binary clothing shouldn’t be a potato sack colored tan or green; it should be femme shit that fits tall amabs, and masculine stuff tailored to afabs”
“If I dont identify as female anymore, why should I still shop in that section?”
Insights and Interpretation
We jotted down our interview insights on Figjam and identified the key themes through Affinity Diagramming.
1. Shopping from thrift stores
Most of our participants preferred shopping in thrift stores for two main reasons : Lack of segregation which meant no judgement, and cheaper prices.
2. Effects on Gender Identity
Majority of our participants have faced or currently face gender dysmorphia and internalize the lack of finding their fit or style.
3. Sizing Issues & Styling Issues
A large percentage of our participants would not be able to match their preferred clothing with their identity. Female bottoms are designed for curvier waistlines, which makes it difficult for men to wear.
4. Opinions on Gender Neutral Clothing and Stores
Although it exists, it can get very expensive and can either be very neutral or very flashy. Most of our participants are hesitant to purchase clothing from these brands.
Design
Solutions
Solution 1
Redesigning the current sizing experiences of online retail outlets.
Rather than having a classification system based on two genders: male and female, online retailers could redesign their platform to adopt a size chart or guide based on an individual’s body measurements.
Pros
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Trans/non-binary/gender non-conforming users have a wider range of sizing and clothing options.
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Caters to the needs of different users by eliminating biases towards a specific gender group.
Cons
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Redesigning the sizing system would require significant changes to the existing infrastructure of e-commerce websites.
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Users, retailers, and manufacturers may be resistant to the change in sizing standards.
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Supply chain and logistics issues that might cause resistance from retailers to tailor clothes according to the proposed size chart.
In ideal world (which should be nearing soon) this would be the best solution. Additionally, using models representing different body sizes rather than genders would also appeal to the masses.
Vision
Solution 2
Introducing a sizing and styling clothing extension
Instead of manually browsing through various platforms, users can enter their body size details and style preferences into a universal gender-neutral clothing extension.
Pros
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Streamlines the shopping experience by eliminating the need to navigate through multiple platforms.
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Checking the availability of sizing becomes easier.
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Promotes convenience and accessibility.
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Could benefit all genders, including cis-gendered individuals.
The proposed solution is easier to implement and feasible. While it might have a learning curve for users unfamiliar with web extensions, we aim to make it user-friendly and intuitive.
Vision
Bringing Our Vision to Life
Click here for the slide deck about the project while I write this case study :)
What would I do if I had more time?
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Larger Interview Dataset: Conduct interviews with a larger and more diverse sample size to gather a more comprehensive dataset. This could involve reaching out to a broader range of participants, ensuring a richer understanding of diverse perspectives.
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Test & Iterate: Conduct a thorough usability test of the prototype, involving a diverse group of users. Gather detailed feedback on the functionality, user experience, and any potential improvements needed. Use this feedback to iteratively refine and enhance the prototype.
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Engaging Industry Experts: Reach out to key stakeholders in the retail and fashion industry, including retailers, fashion designers to understand the intricacies of the industry.
How can we leverage AI to enhance the user experience?
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AI Powered Chatbots : They can be used to assist users with sizing and styling recommendations and queries based on purchase history and browing behavior, thus personalizing the experience.
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Visual Content: Diverse representation through AI generated imagery to ensure inclusivity in product displays and marketing.