PROBLEM
GOALS
ENHANCE USER EXPERIENCE
Create an intuitive interface that simplifies navigation and improves the shopping journey, leading to increased customer satisfaction.
SHOWCASE COLLECTIONS
Design visually appealing pages to effectively highlight the brand's curated fashion collections, ensuring each piece is attractively presented to drive interest.
INCREASE CONVERSION RATES
Implement features that streamline the checkout process and encourage purchases, aiming for a targeted percentage increase in conversion rates.
RESEARCH
COMPETITIVE ANALYSIS
ASOS targets young adults with a wide selection of trendy clothing. Its user-friendly platform offers personalized shopping through tailored recommendations and showcases customer reviews and photos. Effective influencer marketing boosts engagement and conversion rates.
Zara rapidly delivers runway trends at accessible prices. Its sleek site focuses on high-quality product images and minimalistic design. Limited-edition releases create urgency, while a strong omnichannel approach drives immediate purchases.
Nordstrom stands out for its exceptional customer service and organized website. It features personalized recommendations and user-generated content to foster community. A robust loyalty program encourages repeat purchases and builds long-term relationships.
STATS
CONVERSION RATES
The average e-commerce conversion rate globally is around 2.5% to 3%, with top-performing sites reaching up to 5% or more. This highlights the importance of creating a user-friendly, visually appealing website to convert visitors into buyers. For Golden Apparel, balancing aesthetics with a functional interface was essential to maximize conversions and align with industry benchmarks.
Studies indicate that a 2-second delay in page load time can lead to an 87% increase in abandonment rates. With customers expecting fast and efficient experiences, it was crucial that Golden Apparel’s site not only looked great but also performed quickly, ensuring users could easily browse and purchase without frustration.
DESIGN
USER PERSONAS
Goals:
Frustrations:
Goals:
Find stylish yet professional clothing that transitions well from work to after-hours events.
Benefit from loyalty programs or discounts for repeat purchases.
Frustrations:
Dislikes websites that lack detailed product descriptions or sizing guides.
Finds it challenging to navigate sites overloaded with choices, leading to decision fatigue.
USER FLOWS
The user flows focused on making browsing and checkout smooth and intuitive. We minimized clicks and ensured easy navigation from product discovery to purchase, aiming to reduce friction and improve user satisfaction. Each flow was refined based on user feedback for efficiency.
WIREFRAMES
The wireframes for the Golden Apparel website provided a clear visual structure, focusing on simplicity and usability. Key elements, such as product categories, filters, and the checkout process, were laid out to ensure an intuitive user experience. These low-fidelity wireframes allowed us to quickly test and refine the layout before moving into high-fidelity design stages.
HI-FI SCREENS
CONCLUSION
RESULTS AND KPIS
CONVERSION RATES
saw a notable increase, thanks to the thoughtful balance between aesthetics and functionality. The design effectively showcased the brand’s collections while making the shopping experience intuitive.
AVERAGE ORDER VALUE
grew as the site encouraged users to explore more items with clear navigation and engaging product displays.
USER ENGAGEMENT
improved, with users spending more time on the site and visiting multiple pages, signaling that the seamless design kept them engaged.
REFLECTION
Addressing the challenge of balancing style with usability required extensive research and careful design decisions. By tailoring the insights from successful e-commerce platforms, we ensured a design that both reflected the brand’s vision and improved the user journey. There were valuable lessons in managing these dual priorities, and feedback indicated a positive reception to the final experience.
TAKEAWAYS
Check out my other case studies to explore more of my design work and process!