A unique, multi-platform experience that truly resonates with streetwear and lifestyle brand.
View Prototype
Greatness Shop is a growing streetwear brand. I identified problems and opportunities in its e-commerce experience and used my UX skills to improve checkout, shipping, and order tracking for a smoother customer journey.
● Enable dedicated product pages to increase engagement and conversion rates.
● Optimize the purchase flow to streamline multi-item transactions and reduce cart abandonment.
● Surface high-performing products to drive revenue through strategic visibility.
● Leverage promotional content to support sales goals and highlight active campaigns.
● Improve the shopping experience.
● Provide a clear and easy navigation.
● Provide enough filter options for easy access to the products.
● Improve the checkout process.
● Adopt different payment options for an easy checkout process.
I interviewed 5 users to find out thier opinions on the competitors’ websites. The questions were centered on various key points common to fashion ecommerce website/app. For example, we asked questions related to:
● Browsing for clothes;
● Making a purchase;
● Waiting for delivery;
● Receiving the items.
● The website / App are easy to browse, having no major issues with the navigation;
● Frustration comes from the lack of filtering;
● The check-out process is too complicated;
● They lack clarity on the delivery options and fees;
● Their presentations are messy;
● Cart items disappear after exiting the app/website.
Some fonts are too light and small.
After the survey and there were several types of the users with the varied goals and needs, and the pain points. Analyzing the data collected on form the user. It is used in the later stage of the project as well.
To visualize a solution from my research, I created a site map that illustrates how users will navigate through the website to know how to shop, review, post a comment, etc.
I created user flows. I concentrated on the main features a user would accomplish when using the website and displayed how the user navigates and flows all through the website.
Before I moved to the UI design, I created some Lo-Fi wireframes. This way I can focus on the features and the user flow. To come up with the wireframes, I draw some sketches of all the screens and iterate my design based on those sketches.
for a seamless shopping experience
To help users find product easily
This helps to review and make any changes to your order.
that reflects on user’s preferences
to ensure proper product selection
to establish trust and commitment
Honest reviews and feedback from customers about the product they bought.
to save users time and allow for easy purchase of products
First, I jumped to a high-fidelity prototype after doing quick mock-ups. Images of the clothing may be important in helping users visualize the actual website. This version was tested among 2 users.
Users are able to navigate easily between categories and find products.
Users find the checkout process obvious enough and time-satisfying.
The filter options was redesigned to suits users accessibility and to narrow down the search options
By adding a micro-interaction to improve the users checkout process
Always opt for high-contrast color combinations for text and background. Using colors that are similar to each other on the color wheel makes them harder to read and differentiate.
Properly label the checkout forms and label what info is required in each field. Each field should also provide customers with warning and confirmation messages
Buttons and links should stand out to people who are color-blind. Use a color that’s easy to distinguish for the color-blind consumers.
I couldn’t have designed a product the users love without the help of the people who will actually use it - it might sound like a cliche, but in good UX this always holds true.
Doing so in a real project might sound scary, but fortune favors the brave! For example, story-framing proved itself a very exciting and useful research method, but i had to try it in a live situation.
Adding a “secure checkout” label don’t seem like big innovations, but they made user frustrations disappear. If uncertain, A/B testing can help in deciding such questions.
Controlling a bigger part of a service means i can make it more consistent, which may result in a better user experience.
