Tessitore

CUSTOMIZE HANDCRAFTED LUXURY SHOES

E-commerce / B2C / Fashion

OVERVIEW

Tessitore required a straightforward approach to measure clients' feet online, and the system to be available on its website for customized shopping.

My role: Art director and Product designer

Team: Company Owner, Art director and Product designer and Photographer

Time: 6 months, Ongoing.

Tools: Figma, Adobe Suite, Video conference services, multiple cellphone devices, live measurements tools and other.

ROADMAP

  • I collaborated with the owner to conduct initial research, gaining insights into the brand, mission, and vision of the company. Subsequently, I co-created the logo, developed the branding book, and crafted the company's image.

  • I explored the buyer user base of the company, reached out to new subjects for testing, and experimented with various technologies and methods for taking measurements. I then forwarded the measurements to the shoe designer, who subsequently crafted shoes based on those specifications.

    Each of the three subjects received a pair of custom shoes, and the shoemaker determined which measurements he believed to be the most accurate based on his experience.

  • After receiving the measurements, I began designing the website with a measurement system that worked well for both the user and the shoemaker. This project is ongoing.

Background

Tessitore is a Colombian luxury shoe brand that specializes in crafting custom-made shoes for both men and women, with a strong emphasis on attention to detail, quality craftsmanship, and exquisite materials.

Establishing an online presence

Tessitore’s handmade male shoe Photo by Zafo

Tessitore has previously operated under different names and lacks an online presence. With this project, the owner aims to propel the business into the new era of online shopping. Currently, most of his clientele is acquired through community engagement and word-of-mouth marketing.

BRANDING PROCESS

Working on Tessitore’s identity

Tessitore’s moodboard

Tessitore's values embrace exceptional quality, comfort, and luxury. Our primary clientele consists of individuals who seek both elegance and the freedom to move with ease.

Each element was carefully selected following an extensive analysis of the brand and thorough revisions with the client.

Tessitore’s logo with measurements

Tessitore’s typo

Tessitore’s CEO business presentation cards

WEBSITE DESIGN

Considerations:

  • Our users should have the ability to adjust any information as needed to ensure that the product they receive matches their expectations. At Tessitore, we aim to be transparent and reliable.

  • Users can save their information and resume later by choosing the option to create an account.

  • Users will encounter confirmation screens to instill a sense of security.

After consolidating branding elements and conducting research, I concurrently started testing and delineated the Information Architecture (IA). This helped me grasp the most common user flows. Subsequently, I commenced designing the initial screens for the website, with a primary focus on developing both the measurement process and the overall visual appearance of the website.

In this instance, the flowchart delineates the process for taking measurements.

First prototype

The first iteration emphasized a straightforward and cost-effective approach. We presented screens to guide users in taking measurements and placing the obtained numbers in a designated space.

Welcome screen for measurement process

Screen of preparation

First screen of the process

USER RESEARCH

Phase 1: Web Usability testing

I conducted tests with five users, consisting of three Spanish speakers and two English speakers. The reason for this differentiation was to ensure that the process was user-friendly, even when the language varied, thus avoiding any potential barriers.

The interviews were conducted via video calls, with users receiving a link to access the prototype. They were instructed to simulate the role of potential buyers interested in custom shoes and discuss their thought process. I observed the process without interfering. Subsequently, each user was asked to provide feedback on their experience.

User testing in first stages

User testing in first stages

Initial findings from usability testing

  • Four out of five users found the system very easy to use.

  • Two out of five users were unsure about whether they were taking the measurements correctly.

  • One user initially found it difficult to understand and doubted the accuracy of his work.

  • All five users expressed satisfaction with the system.

  • All five users found it easy to locate and initiate the process.

  • One user encountered complications due to the unavailability of a measuring tape to start taking the measurements.

FIRST FINDINGS

Considerations:

01.

  • How do we guarantee that users possess the essential tools for taking measurements?

  • Is it worthwhile to contemplate future investments in creating a specialized system that users can download and use exclusively for this product? Is this a feasible option?

  • Should we investigate the implementation of a delivery system where users receive all the required tools for measurements?

  • How can we avoid the company spending money on unnecessary processes?

Feasible solutions:

02.

  • The simplest and more economical solution is to mandate that users have a measuring tape.

  • Following the initial purchase, users could receive a gift containing a measuring kit and a book on shoe care.

Phase 2: Taking Measurements

First challenge:

In the market, there are various tools equipped with the latest technology for users, and this technology varies across different phones, each presenting its own learning curve. However, ensuring the accuracy of measurements taken by users is challenging, as we cannot guarantee that users will learn the process correctly.

How will our clients provide us with measurements, and how can we ensure their accuracy?

A/B Testing:

Three participants were tasked with using both their mobile measurement apps and a metric tape. During a video call, they demonstrated how they utilized these tools and discussed the challenges encountered. A fourth participant received assistance during the test. As part of the testing process, each participant received a pair of shoes tailored to the measurements they provided.

Mobile application testing requirements

  • Requires assistance with measurements taken.

  • Highly inaccurate.

  • Involves a learning curve with third-party applications.

  • Doesn't facilitate easy 3D measurements.

  • Results in an increased cost for the manufacturer.

  • Needs access to advanced phone technology.

25.146 cm

9.62 cm

16.256 cm

Images captured during user testing with the "Quick Measure" app.

Testing with traditional tools requirements

  • Can be done independently.

  • Requires a metric tape.

  • Needs paper and pencil to record the measurements.

  • An affordable procedure for both the user and the manufacturer.

  • Increased precision.

25.5 cm

21.5 cm

24 cm

Images captured during user testing with the metric tape.

SECOND FINDINGS

01.

Direct findings

Users favored the tape method for measuring their feet. In the words of one user, "It is easier; I simply use the tape, don't need anybody's help, and don't have to retake the measurements repeatedly."

In the manufacturer's statement: "The pictures with the app are challenging to follow; I can discern that the data is incorrect, and I have no means to rectify it."

Indirect findings

02.

  • Our feet expand throughout the day.

  • Our feet may expand due to atmospheric and weather-related factors.

  • Our feet may expand due to illness-related reasons.

A surprising new obstacle:

Even though the users provided accurate measurements, we did not anticipate their feet changing throughout the day. Users were not advised to take measurements twice a day; instead, they were instructed to measure whenever they had free time. As result, some shoes fit perfectly, while others were too tight for users after a long day on their feet, and some were too big when worn early in the morning.

Check out Tessitore's website in progress!

TAKEWAYS AND NEXT STEPS

  • As the website development advances, I will undergo several iterations to ensure the optimal experience for both users and clients. The design system and certain UI elements are still in development to align more closely with the brand's vision.

  • Having more technology doesn't necessarily mean a better product.

    Simplicity is key; users appreciate systems that are easy to understand and well-guided over overly produced designs.

    In e-commerce, it's vital to cater to diverse audiences, including grandparents seeking unique gifts or distinctive products for themselves. The website and mobile version should be inclusive, not discriminating based on tech-savviness; they should be accessible to everyone.

    As a product designer, I need to be mindful of the various computers, phones, tablets, and devices that users might employ to access my products.

  • I discovered myself providing advice to the CEO on legal matters, as the company is in its growth phase and requires various professional services that they were unaware of. This experience led me to delve into the realms of laws, regulations, and contracting for buyers, which I found genuinely intriguing.

Thank you!

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