UX Case Study
Stitches App
Estimated 20 min
A Native iOS App
The Stitches app connects makers with a digital tool to learn embroidery techniques and purchase embroidery materials. Features include: instructional videos, step-by-step project guides and an embroidery shop with project kits that can be filtered by skill level.
What is embroidery?
Embroidery is like drawing with thread. It is usually applied to fabric and can be stitched by hand or with a machine.
Problem
Hand embroidery is currently experiencing a renaissance. As more and more brick and mortar craft shops close, makers lack easy access to embroidery materials. In today’s fast-paced society, most crafters don’t have time to attend embroidery classes.
There is a major gap in the market for an app that supports the embroidery community.
Challenge
In a two week sprint, create an MVP prototype to support those new to embroidery that includes all-in-one embroidery kits and instructional videos. The biggest hurdle in this project was the information architecture. Insights gained from card sorting and user testing helped to streamline the content design.
Research
Survey
I created and distributed surveys via Facebook, Reddit, and other craft-focused message boards. The following data comes from 32 Survey respondents.
User Demographic Information
Digital Product: Should it be an App or Website?
Affinity Mapping
Grouping Insights From 4 User Interviews
This affinity mapping exercise grouped similar concepts from 4 userinterviews. Affinity mapping revealed that Etsy is a major source for embroidery materials purchases and that user need to be able tofilter projects by skill level.
Persona
Based on Research Findings From Surveys and User Interviews
Aggregated survey and interview information revealed similar goals and opportunities across users with only varying degrees in age and embroidery expertise.
Ideation
Sketches
Initial Sketches Based on Research Findings
Research revealed YouTube, Instagram, and Etsy as major access points to embroidery materials and tutorials. The clean, modular design of these apps informed these initial sketches.
Card Sorting
An Exercise to Clarify the Over-Arching Organization of the App
User testing revealed a flaw in the information architecture of the app. Users were struggling to find tutorial videos for the kits in the shop.
After three card sorting activities, the architecture of the home page was condensed from 5 categories down to 3:
SHOP remained the same
How To and Tips became LEARN
Projects became STITCHES PROJECTS
Community was removed from MVP
Iteration
Mid-Fidelity Prototype Home Screen Iterations
Changes made to the home screen based on card sorting and user testing.
Version 1: Resulted from research and affinity mapping. Users reported being confused about difference between “Embroidery Stitches” and “Tips & Techniques”.
Version 2: After card sorting, the home page was condensed from five categories to three: SHOP remained the same, Embroidery Stitches and Tips & Techniques became LEARN, Projects became STITCHES PROJECTS, and Community was removed from MVP.
Version 3: After user testing, STITCHES PROJECTS was renamed to PROJECT GUIDES.
Shop Screen Iterations
Changes Made to the Shop Screen From Sketches to Hi-Fi Prototype
Users across the board reported a preference towards watching a video over reading instructions.
Solution
Hi-Fi Mockups
High-Fidelity Mockup Screens
The high fidelity mockups presents an image-forward solution for creative people.
Results
The STITCHES app fills a major gap in the market by offering digital access to embroidery materials and instructional videos.
Learn
General embroidery tutorial videos and other tips filtered by skill level
Shop
Offers embroidery materials and all-in-one kits
Project Guides
Provides instructional videos for the kits available in the shop
Original Concept and UX/UI Design by Keeley Stitt