Annata Vintage Clothing App

Shopping for vintage should not be an isolating experience. Find your community and your clothes with Annata.

Roles: UX Research UX Design UI Design

Overview

Imagine combining your passion for vintage fashion with the opportunity to connect with like-minded individuals in a vibrant, welcoming community. Annata is more than just a shopping platform — it's a curated experience for vintage enthusiasts. Through Annata, users can explore and purchase one-of-a-kind vintage clothing pieces from trusted sellers, all within a secure and user-friendly environment. What sets Annata apart is its unique community-driven approach: buyers can choose to have items delivered straight to their door or opt to pick them up in person at one of our local vintage market events. These events not only offer a chance to meet your seller face-to-face, but also serve as a hub to connect with fellow fashion lovers, discover new styles, and celebrate the timeless appeal of vintage wear.

User Research

User Problem Statement: As an individual who likes to purchase vintage clothing, I struggle finding unique pieces and places to shop; therefore, I would like to be more connected to the vintage community to gain exposure to future markets.

HMW Statement: How might we better inform and connect customers to their local vintage clothing markets to improve their overall shopping experience?


Research Goals:

  • Organize the vintage market calendar in one trustworthy location.

  • Have a place where people can connect and share products

  • Allow people to meet in a trusted and safe location  to avoid sketchy meetups and scams

  • Keep customers in the loop when new vintage markets open

Interview Findings

    • Typically does not run into vintage markets on purpose.

    • Likes the ability to barter with online sellers using Poshmark, Depop and FB Marketplace.

    • Likes to search by picture and keyword for vintage clothes online.

    • Is drawn to the in person vibe/theme a vendor gives off. It catches her attention and interest to make a purchase. 

    • Hasn’t gone to vintage market in a while

    • Finds vintage market events AFTER they have occurred

    • Does in person shopping more than online, likes to feel the quality of clothing

    • Nervous to pick up items from sellers if purchased on platforms like Facebook marketplace

    • Enjoys community aspect of vintage shopping events, likes to share experiences with others

    • Been shopping for clothes for roughly 2 years, goes twice a month on average

    • Prefers in person shopping at a thrift or independent vintage store

    • Notes it can be very difficult to find items that both fit and make them look and feel good, especially as a larger trans individual

    • Wants to make sure they don’t “strike out” at a vintage market

    • Experienced poor payouts from selling online, notes that the local credit union they use was not even supported

    • Is pained with online sales when:

      • The listing process is too time consuming

      • Dealing with customers as screen names rather than as people

      • Competitors get away with selling replicas as real items.Trevor notes they want an option to list a replica as such.

    • Wants seller protection for in person meetings

    • Notes that foot traffic, location, and accommodations from local businesses is what sellers look for in a market (in that order).

    • Wants seller exclusive forum.

Research Plan:

Affinity Mapping

User Personas

Design Team:

Group project with three members total

Mission:

Be able to shop for vintage clothes online and encourage community building

Duration:

One month project

  • Interview four users who fit our proto persona

    • All genders, ages 21-25 years old, living in Colorado; occupations: professional; any race or religion

  • Conduct qualitative user research using audio or video, three people

  • Conduct quantitative user research using a Google form, 15+ people

Survey Findings

Six questions were asked with a total of 19 respondents. Questions varied from free answer, multiple choice, or ratings on a scale of 1-5. Common answers included:

  • 85.9% use vintage clothing apps

  • 94.7% would consider using the app to buy/sell vintage clothes

  • 61.1% do not shop for vintage clothes often

  • 3.5 average star rating on vintage shopping experience on different platforms

  • 83.3% responders look for verified sellers/ quality assurance feature when shopping online

  • Similar short response answers were items were too overpriced or lack of communication when asked about shopping experience

Affinity Mapping Clustered (Dot Voting)

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User Flow

Low Fidelity Wireframes

Iterated Wireframes

The wireframes, prototypes, and usability testing were following this user flow. The main feature of this app was the event page where the user can shop for clothes along with finding what events are occurring in their local area.

Usability Testing Plan

Three usability tests were done with each user having successful outcomes with the tasks. Test results were recorded and the behaviors and body language were observed.

Future Recommendations

  • Add more interactive features 

  • Add higher fidelity on whole prototype (colors, images, scrolling, etc)

  • Make the listing process more clear (dedicated button)

  • Further distinguish between global and personal calendar icons.

  • Standardize header and footer sizes