ASOS Rent Corner: Retrospective

ASOS Rent Corner logo

ASOS, a one spot shop for many popular accessories, footwear and clothing brands, has been carrying brands that are relevant for their 20-something customers and making it accessible to all (not just UK market).


However, the spending power of the 20-something customers may be limited to high-end fashion and thus ASOS may not be able to carry and collaborate with high-end brands.


To allow their current customers to have access to the high-end fashion, one suggestion was to create a rental service. ASOS currently doesn’t have such service and with it, ASOS adds as a value-added service to the customers. Furthermore, they can expand their line of brands and collaborate with more designers too!

Competitive Analysis

Competitive Analysis of the competitors

Key findings:
Track emails is sent to the customers
- Return shipping is free across all competitors
- Renting period is range from 2 days to a maximum period of 1 month

User Flow

We went further to test 2 competitors websites, Rent Frock Repeats and Rent the Runway in terms of their user flows for renting a dress.

Rent Frock Repeats user flow
Rent the Runway user flow

Rent the Runway presented 5 stack pages and requires 9 clicks from the user. Rent Frock Repeats (RFR) has 12 stack pages and requires 12 clicks from user. We noticed RFR does not have mandatory field shown upfront to the customer and after the user has entered all the necessary details, it’ll bring you to the page and request user to key in the details that were not filled in or inaccurately presented that the system cant recognized. This is quite frustrating as we kept going back and forth.

User Research: Screener Test

We conducted a screener test and received 41 responses. From the behaviour, buying clothes online is widely common and most of the users use desktop as part of their platform. Interestingly, most of them do not rent anything online and we’ll get to that later at the later part of the process. Out of which, users who rented mainly rented costumes and accessories due to special occasions.

User interviews

We conducted further insights by doing user interviews. We found 5 interviewees and out of which, we also spoke to interviewee who has never rented anything to find out the reason behind it.

Key quotes from the interviewees

Key takeaways:
- Occasions is one of the key factor that caused user to rent clothes
- Credit card payment is the most preferred option
- Availability of refund and return is important in case the clothes don’t fit the users
- A display of detailed measurement of the clothes must be available
- Hygiene is one of the most concerned factor that user considered when comes to renting of apparels.

User Insight: 4-list method

The 4-list method was adopted to better understand the behaviour of the users.

User Insight: Affinity Diagram

With the categorisation from the 4-list method, we conducted an affinity mapping to find the trend and above are the common trends we observed. From the results, we can go into the features of our personas and problem statements.

User Insights: Problem Statements

  1. From our interviews, we realised that when users shop online, they want the experience to be hassle-free and informative before making a decision to purchase or rent so that they do not have to worry about receiving faulty item.
    Outcome: Smooth and seamless processs
  2. From our interviews, we realized when users rent items online, it was only for special occasions so that they don’t need to keep the wearables in the wardrobe.
    Outcome: Availability of categories
  3. From our interviews, we realised users don’t really rent wearable items like clothings because of hygiene purpose.
    Outcome: To tackle on hygiene issues


Damien Goh, one of the personas
Christina Ang,one of the personas
Wei Boon, one of the personas

Before we go into the journey map, we conducted a mini usability test on the personas. We requested them to navigate the other websites and we prompted questions to get a sense of what they’re thinking and feeling so that we can better map out the journey map.

screenshot of Christina Ang navigating one of the competitor’s websites

Click here to see one of the key personas’ navigation.

User Journey

Christina’s journey map

From the journey map, we found out some of the pain point and a-ha moments that we can work on to feature on the website so as to enhance her experience.


The storyboard is created based on the scenario that Christina has received an invitation email to attend a gala dinner for her company and she realized that she has no suitable dress to wear.

Storyboard of Christina

Ideation: Features Prioritisation

Initial proposal of all features
final features that will be adopted

Including all the features may be challenging technologically and as such, we used the above graph to find out which are the key features to include for the website. After discussing with the developer to find out on the effort required, we’ve managed to remove a couple of features that are item suggestion and complimentary size that could be use for the next phase instead

Ideation: Sketches

With all the researches and insights, it’s time to go into Sketch to come out with low fidelity prototype.

Design prototype v1


Product page
Listings of clothes page

Design iteration for v1

For the homepage, user was not comfortable to sign in before navigating the website and the buttons were unclear as they thought it was to share.

Under the Check-out page, the payment method was confusing and they didnt know that there was a Paypal option as it was hidden among the textfield.

Design prototype v2

After the first round of testings, we worked on the version 2 to improvise the features.

After three rounds of testing, the design of the website was more or less decided and it’s time to work on the high-fidelity prototype.

High-fidelity prototype

screenshot of the high fidelity prototype

Click here to navigate the high-fidelity prototype

However! That’s not all! To complete the user experience, you may remember from the feature prioritisation that one of the features, damage checker, was featured. Here’s how it works:

Damage check design iterations

Next steps

Due to the time constraint, we would wish we could do more of the following:

  • Create an app so that user can track the delivery order while on the move
  • More usability tests to improve user experience
  • More improvement on the user flows by reducing more steps

What I have learnt

When comes to personas, it is important to further study about them and ensure that features created for them are useful and not just for UI purpose. Allowing personas to navigate your competitors’ websites gives me better insights on how they feel during the process and when you are creating website, you can bear in mind the a-ha moments and pain points. When we were creating the website, we found this to be very useful and ensure that the user experience was kept to the best so that you could make the whole experience more pleasant and enjoyable. Lots of usability tests are helpful and I wish we had more time to do that so that you can get a better understanding on how to place your content properly.

Show your support

Clapping shows how much you appreciated Esther She’s story.