Izaz Zubayer, Ellen Pennock, Kiaan, Saquib

Eunoia Design Hackathon

April 28, 2023

Project Overview

Introduction

Tough Titties Designs is a fashion apparel and stationery business founded by Emma Hands born from her love for making things as a graphic and industrial designer intersecting with her experience of multiple women close to her developing breast cancer.

Goal

  1. To rebrand her business as Tough Titties in a way that preserves consumer clarity,

  2. To boost website traffic, and

  3. To expand social media reach

My Role

  • UX Research

  • Interface Design

  • Interaction & Prototype

Challenges

  • Apps like these are very limited, and not directed towards seniors.

  • The few apps that offer these are very outdated.

  • There are too many different steps which can then lead to confusion.

Introduction

Context

Emma Hands is a Vancouver-based graphic designer who creates fun, vibrant illustrations. Her goal is to empower women, raise awareness for breast cancer research, and promote size inclusivity through her designs.

Problem

Emma Hands has three primary objectives: (1) to rebrand her business as Tough Titties in a way that preserves consumer clarity, (2) to boost website traffic, and (3) to expand social media reach. Meanwhile, she aims to increase revenue without compromising her brand values and commitment to empowering women.

Research & Empathize

Our process commences with a client interview featuring Emma Hands to gather data. During the interview, we emphasized the following questions:

  • How much do we really know about the people we are designing for?

  • Are we clear about what obstacles they face or their needs or their desires?

  • Do we know how they use technologies or artifacts?

Summary of the key findings from the client interview:

  • The brand is described as inclusive and light-hearted, appealing to a broad demographic.

  • The phrase "Tough Titties" has resonated with many, including breast cancer survivors, breastfeeding mothers and feminists.

  • Etsy shows that 90% of buyers are women.

Based on the data obtained during the client interview, we developed personas that provide deeper insight into the goals and frustrations of our target customers:

User Reviews & Feedback

  • Overall, the 109 customers who left a 5-star rating indicated satisfaction with the product/services.

  • Reviews suggest a strong preference for holographic stickers, and some are returning customers.

  • Potential opportunity -- Following up with customers may improve relations and encourage them to return.

User Reviews & Feedback

  • Overall, the 109 customers who left a 5-star rating indicated satisfaction with the product/services.

  • Reviews suggest a strong preference for holographic stickers, and some are returning customers.

  • Potential opportunity -- Following up with customers may improve relations and encourage them to return.

Defining User Problems

To better organize our data, we conducted a thematic analysis by:

  1. Familiarizing ourselves with the data.

  2. Assigning preliminary codes to the data in order to describe the content.

  3. Defining themes.

Familiarizing ourselves with the data.

We modularized the findings from the client interview into sticky notes for a more collaborative examination where our team members reviewed each sticky and grouped together similar and interesting notes.

Assigning preliminary codes to the data in order to describe the content.

  1. Rebrand

  2. Business goals

  3. Increased Revenue

  4. Move from Etsy to own website

  5. Social media presence

  6. Instagram

  7. Facebook

  8. Awareness

  9. Breast Cancer

  10. Target audience

  11. Diversity

  12. Separation (between Emma Hands and Tough Titties Designs)

Defining Themes -
From our findings, we have extracted four themes that we will be focusing on:

  1. Increase Revenue

  2. Spread Awareness

  3. Reachability

  4. Social Media Presence

Defining the Problem for Ideation

"How might Tough Titties improve their communication of breast cancer awareness to better connect with their audience and advance their mission?"

"How might Tough Titties expand their reach and encourage more people to make purchases?"

Ideation & Design

Initial Design Focus: How might Tough Titties improve their communication of breast cancer awareness to better connect with their audience and advance their mission?

Final Design Focus: As we aim to promote breast cancer awareness, How might we enhance the purchasing process with a digital experience that raises awareness and educates customers about this issue?

Potential Solutions

  • Provide additional information on product description pages about Tough Titties' support for breast cancer research, as a means of strengthening the connection between users and the brand's mission.

  • Implement a loyalty program and referral program to increase website traffic and drive more conversions.

We began by creating a user journey storyboard, and then developed a corresponding user flow.

After that, we drew some rough sketches for wireframes.

Initially, the user discovers a product on Instagram and then clicks on the corresponding post.

Clicking on a link in the Tough Titties Instagram profile directs the user to this page, which effectively connects the profile's image grid with relevant links

Upon clicking an item, the user is redirected to a newly redesigned product page that incorporates the Tough Titties brand.

Our objective was to raise awareness during the shopping experience. To achieve this, we brainstormed and created a feature called Tough Stickies!

We gave the checkout page a facelift to improve its user experience.

Users get the opportunity to accumulate Tittie Points through a fun loyalty program that supports causes aligned with the values of both the user and Tough Titties.

Users have the opportunity to accumulate Tittie Points through a fun loyalty program that supports causes aligned with the values of both the user and Tough Titties.