JUST Clothing – Subscription Box for Gender Neutral Dressers
Gender neutral dressers are underrepresented in the clothing market. Since physical stores use binary organizational systems, JUST Clothing cuts through old retail systems and offer a subscription box method that addresses their specific style and sizing needs.
Clothing and dressing are very tied to the concept of a binary gender system. Yet, many people prefer to dress in a gender neutral way. Also called "unisex" or "androgynous" fashion, the gender-neutral aesthetic is about avoiding female/feminine markers and male/masculine markers. A person of any gender can use anything from this aesthetic without looking like they are mixing gender markers. Due to these specific clothing and style needs, shopping for gender neutral dressing in brick and mortar stores is often a stressful and frustrating experience.
Create an ecommerce system for gender neutral dressers that bypasses the problems presented by brick and mortar stores. Develop a new sizing convention that addresses a wide range of physical considerations. Establish a brand identity that feels inclusive and considerate of gender neutral dressers.
JUST Clothing is a subscription box and clothing company that features their own original clothing for gender neutral dressers through solely online presence. In order to offer clothing that fits the majority of sizing considerations, we have created cut options for all clothing in addition to standard sizing. Since many users may not be familiar with subscription box models, special consideration has been given to educating users through the onboarding process. JUST Clothing is a flexible system that offers clothing to an underserved market.
"Gender neutral clothes are so hard to find!! Difficult to find for adults, but even more so for kids. Challenge for adult clothes: getting something that fits correctly. Challenge for kids: enough with the pink princesses and gender-reference slogans already." – Gender Neutral Dresser Interviewee
My partner and I conducted research to better understand the the needs and problems gender neutral dressers face by reading articles and conducting a survey. Since the this is a specific and ultimately spread out demographic we weren’t able to interview in-person within the timeframe we were working with. Thanks to over 30 participants in our online survey though were able to establish these key takeaways:
Pain Points and Gains
Through the survey I also asked questions regarding users pain points and desired gains in regards to how the shop for clothes and current retail expereinces:
Personas and Empathy Maps
Melissa lives in Chicago with her girlfriend Billie and works at the Field Museum of Natural History making $70,000 dollars per year. She doesn’t particularly enjoy shopping and prefers to do so only a few times per year. When she does shop, she often prefers to do so in store, as opposed to online. She doesn’t trust that clothes coming from an online shopping experience will fit her, and doesn’t dealing with complicated returns.
Kyle is a trans man who lives in Seattle and works as a software development engineer making $80,000 per year. He often has a hard time finding masculine skewed clothes that fit his body and also hates dealing with fitting rooms when he’s shopping in store for clothes. He prefers to shop online due to his high tech fluency, and the anonymity, and overall convenience of not having to leave his house. Kyle especially wants to become more stylish, but is nervous and unsure how to do it.
Lindsey & Mike
Lindsey and her husband Mike live in the San Francisco area where they both work for the National Park Service, making a household income of $100,000 per year. They are a young family with a daughter and son in elementary school. As a family, they try live a value oriented and gender free life as much as possible. Time and convenience are a big selling factor for them, and no one in the family particularly likes spending a day out at the mall.
As the first point of contact for users, it was important that the website be able to make a very clear statement about JUST Clothing’s values, clearly describe the subscription box model, and drive users towards signing up and ordering their first box. In a whiteboarding session we determined it was important that there was difference in content for logged-in versus unlogged-in states.
Since our users have varied sizing needs we introduced a new sizing method based on cut and size. There is no distinction made between naming a gender in regards to sizing.
Final Solution – Home Page [ Visit Site ]
For the final solution Yasu did the front end development for this responsive site through wordpress. To strike a consistent, welcoming, and clean feel we worked on the web design together. I wrote the copy, sourced and edited images, and designed the icons.
Since subscription box methods were are not as well know by our users, and a binary sizing system was going to need to be approached in a more nuanced and inclusive way, my partner and I decided to solve the in-browser onboarding and account creation process. We started this by whiteboarding to determine key tasks, and general user flow
Next I quickly created a clickable prototype in XD to test with our users. I explained the JUST Clothing system and that clicking Get Started on the main website would take you to the onboarding process and would live in browser. This first round of testing gave me valuable insights on users ability to describe their personal style and input sizing information. Users liked the concept of selecting predetermined styles to help define their JUST profile, felt that by having to select an entire outfit often forced them to say “yes” to things they weren’t very interested in. General interaction with inputting sizing, especially using sliders, proved to be a bit confusing and cumbersome.
For the second round of testing I added in images of clothing styles instead of illustrations and simplified the sizing entries to a button selection interaction. I also explained to the users that, since getting sizing information is front loaded, as the user enters their sizing information, the models showcasing the styles in the second half of the onboarding would reflect what they had entered. Users understanding of the subscription box model and how to select a plan proved to still be confusing.
Final Solution – Account Creation Prototype
For the final solution I further simplified sizing information for the pant size and bra categories. Instead of having to select a plan that may impact their entire year, I focused instead on getting a first box that they would really love. Below is a video showcasing the clickable prototype I built.