Project 4 Rationale

Between the ages of 16 - 34 years olds  females and males

User Interview was conducted face to face..

When conducting a user interview with Equity, Diversity, and Inclusion (EDI) considerations in mind, it is important to ensure that the following aspects are taken into account:

1. Equity: Consider how to ensure that all participants have equal opportunity to participate and share their opinions. This includes ensuring that the selection process is fair and transparent, and that all participants have access to the same information and resources. Also, ensure that the user interview is conducted in a safe and respectful environment, where everyone feels comfortable sharing their thoughts and opinions.
2. Diversity: Ensure that the user interview includes participants with diverse backgrounds and experiences, including but not limited to race, ethnicity, gender, sexual orientation, age, and ability. This will provide a range of perspectives and insights that will help to create a more inclusive and effective user interview.
3. Inclusion: Ensure that all participants feel included and valued during the user interview. This includes creating an environment where all voices are heard and respected, and where participants feel comfortable sharing their thoughts and opinions. It also includes being mindful of any unconscious biases that may be present and actively working to address them.
4. Accessibility: Consider the needs of all participants, including those with disabilities, and provide accommodations as needed. This may include ensuring that the location of the focus group is accessible, providing materials in accessible formats, and using technology that is accessible for all participants.

By considering these Equity, Diversity, and Inclusion (EDI) considerations, you can conduct a user interview that is inclusive, respectful, and accessible for all participants, and that will provide a range of perspectives and insights that will help to create solutions.

The ASOS homepage displays their brand as very modern and futuristic in style and aesthetic. The typography is very classic and modern in a black and white font with vivid pink and multi coloured hues to complement the many styles/brands they offer.

I feel that the AI of algorithm based of customer data, such a height, personal preferences in style aesthetic and colour are interesting as the customer will be made to feel ultra special in terms of clothing never before been moulded so closely to an individual as opposed to a mass audience.

Currently ASOS has its own channel on ASOS which caters to the younger audience as found in my statistics research; 15-25 year olds, which is the younger end of ASOS's target market segmentation.

I really like the individual stories concept thatASOS are aiming for. However I feel there page with articles could be mixed with videos of styling tips to appeal to the wide age bracket, albeit still a young age bracket, in order to keep everyone engaged. 

I feel that most younger people don't want to have to scroll and click to many button to get to what they want to find/purchase. 

The Face+Body section of ASOS is very clean and crisp and in keeping with the design aesthetic of the rest of the website. The Beauty could be further separated and made easier to find as the font is quite small. I like the circle to represent bubbles reinforce the trending now tagline.

I like the balance of photos and text in the navigation bar.