Visualize what you want and get it without hassle

Traffic People

Reimagining trade show engagement into mobile conversion

A clothing app with a trade-show-exclusive AR feature for visualization and hassle-free checkout experience.
TIMELINE

August 2022 - September 2022 (4 weeks)

ROLE

End-to-end product designer

TEAM

1 Product Designer

2 Interior Designers

TOOLS

Figma, CyBox, Google Forms, Miro, Adobe Illustrator, InDesign

services

Mobile App | Android UI

TL:DR

Overview

As the sole product designer on the team, I designed a B2C mobile experience for Traffic People to bridge the gap between physical tradeshow browsing and digital purchasing, resulting in a seamless AR-driven flow that increased user confidence in sizing.

The Problem
Everybody moves fast in a trade show, and customers have difficulty deciding what to buy and worry about the complex purchase experience.

How can I fill the gap between decision-making worry in a fast-paced state and fast checkout process?

The Strategy

Traffic People integrates virtual try-on technology, size recommendations, and express checkout, including card scanning and PayPal, to ease customers' hesitation when making a decision amid a crowded trade booth.

The Result

100% of testers reported that virtual try-on would help them decide between choices.

90% of testers would vouch for size recommendations when purchasing a clothing item.

Initial Observation

A marketing channel with strong rebound and measurable ROI

While trade shows were resurging post-pandemic with significant growth in attendance and exhibitors, I was not familiar with the mechanism and how it impacted both businesses and attendees. My team and I went to a one of the biggest Ag trade shows in Boone, Iowa to study and take notes from sales representatives and organizers.


After gathering my data, I also spent some time to research trade shows' business impact and attendees' likelihood when visiting a trade show.

Organizers focus primarily on presentation when it comes to booth setup. They make sure that it's appealing for attraction

78% of businesses generated new leads and brand awareness

The primary reason of 92% attendees is to explore new products or services (it is important for booths to be interactive)

74% attendees who engage with exhibitors tend to buy the products on display

Companies can see 4:1 ROI for their trade shows expenditures

Key insights

Exhibitors stated that one of the main challenges is set up an interactive section such as physical activiity or display screen that attracts visitors to explore. Meanwhile for visitors, they're more likely to visit when there's a sale. One challenge that they face is finalizing which product to buy since there's no fitting room due to the size of the booth.

Research

Brand audit

I conducted an audit for Traffic People, including where the brand stood, its marketing approach, and how a trade show could impact the business. I also spent my time browsing through the website, about their mission and products, and social media, to observe how they reached out to their customers

Key insights

Traffic People’s current web-only presence creates a high-friction experience for mobile convenience, particularly in high-traffic settings such as trade shows. Shoppers face significant visualization hurdles, and the inability to verify fit or style leads to immediate abandonment of the buying decision.

Competitors

I audited some existing brands that have similar style and social mission such as sustainability.

Constraints that make cooking less desirable

We also conducted further research on what factors take part in making students feel less motivated in integrating meal-prepping experience in their lifestyle.

While ZARA leads in tech and DOEN leads in sustainability storytelling, there is a market vacuum for a brand that combines High-Tech AR Try-On with Authentic Sustainability in a hybrid B2C/B2B interface. Traffic People is positioned to own this niche by providing the first 'Phygital' tradeshow tool for boutique retail.

User Persona

I created a persona that fits the user's pain points and needs of how Traffic People app could ease user's worries.

Constraints that make cooking less desirable

We also conducted further research on what factors take part in making students feel less motivated in integrating meal-prepping experience in their lifestyle.

Discovery

Opportunities for Traffic People

We gathered data from students, faculty members and professional administrators. What do the stakeholders actually need in a critique platform? How does it make them feel?

Ideation

Solutions that ease the mind

The user journey, empathy map, affinity map, and competitor analysis were the starting points for generating solutions. We came up with value propositions to bridge the gap between users' anxiety and a safe meal-prepping experience.

Bridging the "Visualization Gap": Implement a tradeshow-exclusive AR Virtual Try-on to solve the primary user pain point: the 30-second decision window where sizing uncertainty leads to abandonment.

Frictionless Digital Commerce: Introduce a "Scan-to-Try" and "Express Checkout" flow that integrates Apple Pay and PayPal, specifically designed to handle the high-speed environment of a physical booth.

Context-Aware Curation: Replace traditional filtering with "Occasion-based Recommendations" (e.g., Wedding Guest, Work Event) to help busy professionals like Kelly find outfits without "digging through endless pages".

Key insight

We gathered data that students tend to feel nervous before giving feedback, and having a supportive space would be beneficial. Faculty members require flexibility in time and organization to provide feedback, while administrators prefer a versatile space for efficient task configuration.

Ideation

Solutions that bridge the gap between rapid decision-making and hassle-free shopping experience

The user persona, empathy map, competitor analysis, and user journey were the starting points for generating solutions. I developed solutions that fill the gap between businesses and visitors.

Ideation

Solutions that ease the mind

The user journey, empathy map, affinity map, and competitor analysis were the starting points for generating solutions. We came up with value propositions to bridge the gap between users' anxiety and a safe meal-prepping experience.

Virtual fitting room

Eliminate sizing anxiety and the physical fitting room bottleneck at the tradeshow.. By integrating a direct 'Add to Cart' button within the AR view, I reduced the path-to-purchase by 3 steps, capturing user intent the moment they felt confident in the fit.

Checking out doesn't need to be complicated

integrate saved credentials, Apple Pay, Google Pay, and PayPal. Explain that this eliminates manual data entry—a critical pain point for users on the move

Reflection

Lesson learned

User-Centric Design

Insights from user research highlighted the importance of personalization, intuitive navigation, and a seamless checkout process. Users expect a visually appealing and curated shopping experience that aligns with Traffic People’s vintage aesthetic.


Mobile Optimization

Many users prefer shopping on mobile but find the current website experience frustrating due to navigation issues. A dedicated app can enhance engagement by offering wishlist features, push notifications, and exclusive content.

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