Fashion Anxiety and Fashion Literacy

Are two concepts that heavily influence user's browsing and buying behavior within fashion websites. Two users that sit on polar the opposites of these spectrums should be addressed differently to assure a good user experience.

Using this chart, two personas were created; Firstly, representing users with High Fashion Literacy & Low Fashion Anxiety, and secondly users with Moderate Fashion Literacy & Moderate Fashion Anxiety.

This websites tries to satisfy the needs of both personas by providing a different set of filters for each.

High Fashion Literacy & Low Fashion Anxiety

Example Persona of High Fashion Literacy & Low Fashion Anxiety

Such users can be addresses regularly, with common elements like filters

When the first set of filters is completed, the user is redirected to a new page, where they can further filter their research.

Moderate Literacy & Moderate Fashion Anxiety

Example Persona of Moderate Literacy & Moderate Fashion Anxiety

For this set of users can select aspects of clothing they fill comfortable completing themselves.

In return the website can offer suggestions for the rest of the aspects, taking into account what the user has already selected.