By: Tasha Mowery, Sarah Wheeler, Rachel Powell, William McDowell

Project Goals

Definition of Project

Designing an app for American Eagle.

Improve on features from the current AE app.

Present app to AE for evaluation.

Primary Goals & Tasks of Project

Improve app to be more user-friendly. Incorporate social media functions. Allow users to access other features

easily: Paying their bill. Locating a store. Placing an item on hold. Scan function. “My Outfit” function.

Services and Features

Easier access for users to pay their bill. Store finder function. Placing an item on hold. Store pick-up. “Scan an Item” function. “My Outfit” function. Customer Service Link

Intended Users

People who shop at American Eagle.

People who shop via devices: phone or tablet.

People who are familiar with shopping apps.

Approaching the Design Problem

Use lighter colors on the site. Bigger and easier to find buttons. Less menus to navigate through. More images on the main slide carousel. Easier to navigate jean guide. Display clearance and specials on home

page.  

Competitor Analysis

Abercrombie and Fitch

Aeropostale

The Gap

Common Site Navigation Elements

image carousel with sale promotion first horizontal navigation bar with the the

shopping categories (genders, clearance, accessories)

top banner includes company name and special sale

search bar top right corner account sign in/bag top right corner social media shortcuts

Common Style primarily images image carousel with smaller image boxes

beneath company logo on top sales promotion at top and 1st image of

carousel images include their target audience

(energetic)

Audience Specifics

Audience

15-25 Male and female Moderate to high expendable income Any education level (attending school or

graduated) Interested in fashion

Persona 1: Aaron

17 yr old male Junior in a Pittsburgh public high school Member of the soccer team and track Middle child Wants to go to Penn State Owns a Honda Civic Enjoys hiking and holidays with the family

Persona 2: Samantha

20 yr old female Junior at the University of Maryland Majoring in Finance and Accounting President of sorority Alpha Delta Pi Only child Wants to get her CPA after graduation Wants to work for Ernst & Young Enjoys swimming and baking

Main Goals Aaron: Purchase male jeans.

Samantha: Browse female clothing selections.

Tasks Aaron- purchase ‘original straight’ jeans

Samantha- browse female clothing selection, place ballet flats on hold

Audience’s Language Relaxed Inviting Friendly Welcoming Encouraging

App’s Main Goals & Tasks Improve in-store features of the app in order

to entice users to visit stores Design app so users can easily find and

purchase items Increase the community aspect to the new

design by incorporating social media to help promote the brand

Allow users to easily access “other” features, such as paying their credit card bill, locating a store, placing items on hold, etc.

App’s Main Content Categories

browse products purchase products sales/promotions company information

Task Analysis

Main Goals & Tasks Improve in-store features of the app in order to

entice users to visit stores

Design app so users can easily find and purchase items

Increase the community aspect to the new design by incorporating social media to help promote the brand

Allow users to easily access “other” features, such as paying their credit card bill, locating a store, placing items on hold, etc.

Scenarios

Purchasing Jeans Jessica has a pair of Jeggings that she likes from American Eagle, and now wants to

purchase a pair of their Skinny Jeans.

After opening the app, she clicks on the “Shop Women” link from the image carousel on the Home page.

She chooses the “Bottoms” link from the menu, then immediately clicks on “Jeans” from the next list menu.

On the next list menu she clicks on “Skinny Jeans”

She scrolls through the images of Skinny Jeans and finds a pair she likes, and clicks on the image.

Jessica chooses a size, wash, and quantity and clicks “Add to Bag.”

A pop-up appears and asks her whether she would like to continue shopping or view her bag. Jessica decides to “View the Bag.”

On the “Bag” screen she decides to purchase the jeans, so she clicks “Checkout.”

Purchasing Jeans (continued)

She enters her Shipping and Billing information, and confirms her purchase.

A Thank You screen appears with the item she ordered and its specifications pictured.

Placing an Item on Hold Jessica follows the same process for buying Skinny Jeans as she would if she were purchasing them online.

Instead of choosing “Add to Bag,” Jessica chooses “Pick-Up in Store.”

The app prompts her to “Find a Store” by entering her zip code and the distance from where she lives.

After entering “15222” and “15 miles,” the app gives Jessica a list of stores sorted by distance.

Jessica chooses the store at Ross Park Mall, and pop-up appears to confirm the location.

After confirming the location, the app forwards her to a Thank You screen. It has an image of the Jeans she placed on hold, with a message that they will be held for x number of days.

Workflow Diagrams

Purchase A Pair of Jeans

Pick Up An Item on Hold at A Store

END.