Fashionista
Fashionista is a clothing brand of Men and Woman. While they have had a lot of success offline, they are very late in the game to enter the online clothing market. For this project, I conducted research, did a complete brand makeover, and designed a responsive website to help meet Fashionista’s business goals and also their users’ goals.
*Note: This project is based on a fictional brand.
Project Overview
CHALLENGE
Users are frustrated with non friendly user interface of the shopping websites
Website’s as a result gives complex and unnecessary information while shopping, which disturbs the overall shopping experience.
FASHIONISTA has come to acknowledge the opportunity to expand their sales online for their surplus of inventory and need a way to provide their customers a way to shop effectively and efficiently online. They would like to do a complete rebranding and build a responsive, e-commerce website.
SOLUTION
For this project, I will be working on creating a new brand identity for FASHIONISTA and building an online shopping experience that addresses FASHIONISTA’s users’ needs.
ROLE
TIME
UX, UI Designer
4 Weeks
TASK
Rebranding and responsive website
TOOLS
Figma, Photoshop
Design Process
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
EMPATHIZE
Research
Before I could start brainstorming ideas, I needed to gain a better understanding of both through thorough research.
Before diving into my research, I created a research plan to define my research goals and to outline the different methodologies I would use. By doing this, I was able to conduct my research with a clear direction and purpose.
Before I could start brainstorming ideas, I needed to gain a better understanding of both through thorough research.
Before diving into my research, I created a research plan to define my research goals and to outline the different methodologies I would use. By doing this, I was able to conduct my research with a clear direction and purpose.
Market Research
I started with conducting market research to get more familiar with the general online shopping market. Through market research, I was able gather information that helped me understand more deeply what the market trends are . Here are some key findings from my research:
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In 2018, 1.8 billion people purchased goods online. In 2019, 1.92 billion. The trend for online purchases is continuing to grow.
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The number of consumers buying online and the amount of time people spend online has risen (Monsuwe et al., 2004). It has become more popular among customers to buy online, as it is handier and time-saving
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The most popular online shopping category worldwide is clothing. People are looking online to shop for clothing.
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Convenience, fun and quickness are the prominent factors that have increased the consumer’s interest in online shopping (Lennon et al., 2008). Moreover, busy lifestyles and long working hours also make online shopping a convenient and time-saving solution over traditional shopping. Consumers have the comfort of shopping from home, reduced traveling time and cost and easy payment
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Moreover, website design and features also encourage shoppers to shop on a particular website that excite them to make the purchase.
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Furthermore, factors like variety, quick service and discounted prices, feedback from previous customers make customers prefer online shopping over traditional shopping
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It is more preferred by youth, as during festival and holiday season online retailers give ample offers and discounts, which increases the online traffic to a great extent (Karthikeyan, 2016). Moreover, services like free shipping, cash on delivery, exchange and returns are also luring customers towards online purchases.
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The largest percentage of online shoppers is between 18-55 years in 2018
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95% of online shoppers are between the ages of 18-74.
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Men spend 68% more online than women
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In addition, some products are required to be tried like apparels and shoes, but in case of online shopping, it is not possible to examine and feel the goods and assess its quality before making a purchase due to which customers are hesitant to buy
Competitive Analysis
After conducting my market research, I started analyzing FASHIONISTA’s competitors to see what their strengths and weaknesses are. By doing this analysis, I started to understand the different approaches that the other clothing brands took in order to address a similar problem, and apply this information to built the FASHIONISTA clothing brand.
ZARA
Strength
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Bold images /different styles
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Clear and limited text on web site.
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Soothing colors and no distraction.
Weakness
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Product images are very large.
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Font size is too small that we cant read on product images
H & M
Strength
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Celebrity collaboration
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Cloths for variety of audience
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Clear view of cloths/fabrics
Weakness
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Difficult to differentiate text from links.
User Interviews
Now conduct user interviews to start learning more about FASHIONISTA'S users.
Some of the people who are frequent shoppers were interviewed. In these interviews, I asked some questions, keeping the research goals that I set.
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Identify what motivates customers to shop online vs. in store
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Discover pain points customers encounter when shopping online/offline
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Determine what factors into a great online shopping experience
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Evaluate strengths and weaknesses of otherer brands website
After gathering all the information gained from the interviews, it was now time to do a deeper analysis by using an empathy map.
Empathy Map
By drawing empathy map i started collecting some pain points and gain points so that it will get easy to include what all the points should i cover in the FASHIONISTA web site.
Empathy Map
When taking a look at all the notes, patterns started to emerge across the different categories, allowing me to draw key insights from them. The most prominent patterns that I discovered were the following
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Many users discussed the convenience of shopping online.
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Many users mentioned being motivated by sales and getting better deals shopping online.
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Users shared about their experiences (both positive and negative) with the shipment and delivery of their online purchases.
Storyboard
Creating this storyboard allowed me to visualize the user’s environment and the motivations and frustrations throughout that experience:
User Persona
The user persona that was created based on all the insights gained from my research. With this persona, I tried to gather some points.
This is Ritika!
DEFINE
Defining the problems
Based upon the overall research and interviews from different users i came up with the definition of problem which i need to be solved.
Project goals
To start this process, I created a venn diagram of different goals between the business, the user, and some technical considerations .
Site Map
Using all gathered information, I decided to put together in a site map to organize all the content on FASHINONIST’s website and to show the relationship between the different pages.
IDEATE
Ideating Solutions
Based on the site map now design is clear , but how will users will use it that we will discuss/ draw here.
User Flows
To better understand how users would be completing key tasks on FASHIONISTA website, I started by creating User flows. Creating these task flows helped me identify the key tasks the users would complete and the key screens that users would be interacting with.
Wireframes
After choosing the one that best fit User person's goals and needs, I worked on wireframes some of the key pages to show the layout of the website.
Brand logo
Using some catchy color palates guide, I created different ideas for FASHIONISTA’s logo. After brainstorming a number of ideas and completing iterations on the best options, I narrowed it down to the final logo which I thought is the best logo.
Style and Typography
Style and Typography
UI Design
PROTOTYPE
Desktop Prototype
Using the pages I designed in Figma & limited functionality prototype for usability testing in order to check how users interact with this site and identify where improvements could be made.
TEST
Testing the Design
I started by creating a test plan to have a clear plan of how testing would be conducted. I told some 3-4 users and began to test my design to observe how users interact with it and to identify how I could improve the design.
Usability Testing Overview
Objectives
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Test if users can easily complete the tasks
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Observe the different paths users take to complete the same tasks
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Assess areas of improvement for future iterations of the design
