Asos RentCorner

A Ux Project Retrospective

This is a research study carried out to explore the possibility to introduce and develop a “Clothing Rent Service” on ASOS.

The proposal shall:

1. Research and analyse the clothing rental services currently available in the market

2. Propose solutions for ASOS to enhance user experience in fashion clothing rent on the website

The proposal covers the following sections:

Initial Problem Statement

Young people are being dubbed “NOwners,” relying on sharing, and renting to fill out their wardrobes.

Asos is going to introduce High Fashion Products for the existing target as a Rental service, as right now the users are not willing to pay $3000 for a Moschino McDonald’s collection Jacket

Brand/Company Background

  • Target audience: Working adults
  • One spot shop for many popular accessories, footwear and clothing brands. Online fashion community that houses a mixture of local and global brands.
  • Brand personality: Providing widest choice of relevant products for their 20-something customers and make it accessible to all (not just UK market)



ASOS currently doesn’t have the rental service and with this new service, it added as a value-add service to the customers.

New fashion trading model.


Merging online and offline

We divided the project into 5 chapters:

  1. Research
  2. Analysis
  3. Ideation
  4. Design
  5. Conclusion


In this section, a summary of the research will be shown covering:

a) A Potential User Survey

b) Competitive analysis of competitors and/or existing platforms

c) Interviews

d) Trends Analysis

A Potential User Survey

An online Screener survey was carried out for a potential meetup interview.

The details of the screener survey could be found in “Screener” Document Folder.

With the Screener survey we are going to identify:

  1. Users who buys clothes online

2. Users who rent clothes online

3. Users who experienced different platforms (Asos, TopShop, RiverIsland)

4. Users who experienced Rent items online

Some question from the Initial Screening Survey
Part of the Results

Before proceeding with the F2F interviews we conducted a comparative Analysis between the existing competitors concerning

  • Business Model Mapping
  • Positioning
  • Feature Comparison
  • Layout Comparison
  • Task Analysis

This helped us to develop the strategy and the next steps.

Concerning our two competitors, Rent the runway, and Rent frock repeat. We have evaluated the following aspects:

  • Features & functionality
  • Homepage / starting page
  • Navigation
  • Search
  • Control and feedback
  • Forms
  • Errors
  • Content and text
  • Help
  • Performance

Then we moved in the F2F Interviews.

Question Map

The following question map is a pictorial overview of the problem space with regards to Online shopping experience

The details of the screener survey could be found in “Interviews” Document Folder.

Expected outcome of the interview:

1. Finding out ways people buy or rent clothes online

2. To validate whether renting clothes is a valuable revenue generating feature for Asos

3. Which products are the most appealing ones for the rental option

4. To explore the different Rent option services users are willing to pay for and the whole experience process


1. Identify (how many) participants

2. Find out from the Research Participant Survey whether they buy clothes online if they would like to rent them or they already do and dig into the topic


1. Introduction on the intent of the survey

2. Conduct the 4­list survey for Pain and Pleasure with the research participant

3. Conduct the rest of the interview in function to find the Expected Outcomes

An interview
Affinities and Trend Analysis

We’ve found below trends after sorting the findings based on the pain, pleasure, behaviour and contextual:

  1. Discover
  2. Product
  3. Feelings
  4. Features they like
  5. Occasions
  6. Refund/Return
  7. How they rent


  1. From our interviews, we realised that when users shop and rent 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.

Takeaway: Buy and Rent Process has to be smooth and informative

2. From our interviews, we realized when users rent items online, it is for special occasions mostly so that they don’t need to spend too much on an item that they will only wear occasionally

Takeaway: Availability of Clothes related to Events Category

3. From our interviews, we realised users don’t really rent wearable items like clothings because of hygiene purpose.

Takeaway: Tackle on hygiene issues


I buy and rent things online:

  • See reviews concerning the Item history and other users info
  • I want things to be delivered to me
  • For special occasions only
  • Convenience
  • Cheaper compared to retail shops
  • Using Filters to accelerate the Item search
  • The item has to be clean


We had enough clues in order to develop our personas, once we analyzed scenarios and job histories our takeaways were focused mostly on features or add ons for the design process.

Features and Add onS Proposal

Feature definitions:

1 Interactive Gallery

2 Size Helper

3 Content Inventory and Strategy definition

4 Cleaning history related Items

5 Item Suggestion

6 Item Damage Check for both parts

We put them in a Priority diagram and we focused on some of them:

Prioritisation of the Features

Before we map the journey map, we thought it would ideal to follow the thoughts of our key persona, Christina Ang. We got her to navigate a competitor’s website and probed her along the way to understand her thoughts and behaviours. We also got the other two personas, Damien and Wei Boon, we did the same to have a sense on what they are looking for and the feelings along the way.

User Journey based on Christinas Persona

User insights


“Christina needs to attend a Gala dinner and she want to rent a dress”.


Technical Background

A website platform meets our user needs of :

  • access informative and detailed information
  • visual impact on the clothes


ASOS Rent Corner content is managed by the ASOS team and housed on a CMS. As ASOS Rent Corner required content from outside sources (like the Paypal, credit card payment), there are APIs or third party services required at this point in time.

The standards icons used for the website are easily recognizable for most people who have frequented ecommerce websites. We tried not to change too much on the look of the icons representing cart, likes, etc.

Preliminary Sketches

We started Sketching and Prototyping as we had enough elements to proceed, here some initial sketches that we used for our preliminary Usability Tests.

We tested our prototype with several people in order to understand better what works and what doesn’t through our medium-fidelity wireframes. Their observations throughout the task were:

Testing our features as well we started with the Iteration Process

Details of Iteration after the Usability Tests:


At the same time we developed Wireframes for the mobile responsive website and we started to prototype in high fidelity and test the design again with some more Usability Tests.

Mobile Responsive Design
Invision Prototype screenshoots
Home Page and 4 Steps Page

We checked the Damage Feature as well and we tested in order to improve it.

Let’s understand how it works:

Step by Step into the Damage Check Feature



Hope you find the Retrospective Intersting and Inspiring!


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