Collaborative Primary Research

After having decided on what brief me and J'nae were going to do, and after the session we had on it we decided to start researching into the brief. We figured that before we started any design based research we needed to know what the people who shop on ASOS actually wanted, as we thought that this was a key point in making sure whatever we created was relevant to the target audience.

We had decided to go into town on a saturday and collect some primary research, we had made some cards to give out which had a QR Code to the blog where they could give us any feedback on some ideas which we had came up with and also if they did not have time to speak to us at the time.

We were mainly asking questions which were initially being asked of us through the brief, we figured that this would be an interesting way to see what people who actually shop on ASOS want.

We also rang up and contacted people we knew who would be interested in this. 

After the saturday we realised that we needed to ask people who knew about fashion and had a decent idea of trends. We did get some interesting feedback.

We then went to collect some more on a wednesday in and around university campuses in Leeds. We did get a few good bits of feedback but realised that the reason why there was not a lot of people was because most students do not have anything scheduled on wednesdays, and the weather was not the best which probably contributed to the lack of people around. But we still had a decent amount of feedback to go off for the next Session we were to have on this brief.

Some of the questions we were asking were:

'What would you like to see from a New ASOS App?'

'What do you think are the next things in terms of fashion trends after street style?'

Some of the answers we got:

"Age 21: Current trends, Key Styles, 5 Ways to wear a ket item in your wardrobe, wide leg pants, type in a certain product that you like and to find a selection of places to buy it, I prefer digitally based things, dress codes for events, personalized, more clarity to the app.

Age 29: Upcoming designers, ones to watch out for, trend predictions, cool accessories, stylist or personal stylist, what not to wear or style warnings, fashion scope polls.

Age 23: I like print and web media, easy to navigate and to view your personal account. Recommended links and events, holidays, festivals, not massively interested in body shape chosen clothes. Mix and match outfit choices, scan in clothes - fit outfits with things you already have in your wardrobe.

Age 20: Customer goes on app and website, sign up, questionnaire on what you like and then Asos can gather the clothes / styles for you, summer and spring trends, pick images, Asos can see what you like and offer clothing you would like on your account, A tailer made / personal shopping experience.

Age 20: Liked the idea of events and outfits combined to work with a night out.

Age 24-26: Lifestyle, knitwear, country style and chords

Age 27: interesting idea

Age 22: Elaborate style tips, trend based categories, linking fashion with events like a date, lunch with family, night out with friends, interactive, styles you like, body and shape directed shows clothes that will not show what your conscious about.

Age 20: Celebrities have worn, whats on the  catwalk and asos’s equivalent

Age 20: Personalised to what you like, camo patterns, subtle colours.

Age 20: Latest trends, mood boards / look books on styles and outfits, PVC, organised what you wear, body shapes, hour glass ect. Clothes accessories, In my opinion street style will be around forever, don’t read any magazines.

Age 20: Combine all apps together to make it more user friendly

Age 21: Likes next day delivery, suggestion e.g. similar outfits, events, personal approach, body tyoe, sweet deal, celebrity styles, more simple items, river island, blazers

Age 23: Accessories, lacking male accessories, relates to fashion blogs, people, uploading looks, location based, gym gear, fitness, flourscent colours

Age 19: Creating an outfits for you, genre’s of clothing for certain types of people

Age 21: Offers, endorsements with insentives, folk / country wear.

Age 22: Combining, blog, user friendly"