I designed a cross-platform fashion e-commerce application for a luxury concept store and RTW brand. I created a web re-design to adhere to brand guidelines. Using a top-down approach, I adapted my design for mobile screens. Duration: 8 weeks.



 

the problem 

Women in the luxury market want convenience above everything else. As more companies have mobile platforms to make shopping in the palm of your hand easier, brands without a mobile interface are missing this share of the market. Fashion brands especially must stay up-to-date with design and buying trends.

the goals

1. Allow fashion enthusiasts to stay on top of new drops and sales, while shopping conveniently from their phones.
2. Design sleek and modern UI that appeals to the luxury market.
3. Provide cutting edge style inspiration and information about new collections.

My role as the lead UX designer & researcher included: conducting user research, competitive audits, and usability studies. I also created personas, storyboards, wireframes, lo-fi prototypes & hi-fi prototypes. 

user research

I wanted to gain some insights about my target audience to make sure their interests align with my interface. I created some preliminary wireframes of the design flow and began planning my research.

I created personas matching my target audience and began conducting user interviews, which helped me identify key features and user concerns to address in later prototypes. I then conducted a usability study to test KPIs such as: time on task, use of navigation rates, and user error rates. This allowed me to iterate my designs and create a hi-fi prototype that addressed some concerns I discovered during my research.

challenges

1. Identify characteristics, desires & pain points of the end user.
2. Create a familiar and engaging browsing experience.
3. Encourage curiosity and exploration on the app with intuitive UX.

user interviews

     

paper & digital wireframes

     

usability study

The main goals of the users I surveyed were: browsing easily and efficiently, quality standards and accurate imagery, and up-to-date information and availability. I found a few problem areas in my study that I focused on correcting. I prioritzed my insights and created a task list for my next iteration.

1. I adjusted color and contrast to ensure accessibility in the visibility of the design. I included text resizing options and alt text for images. 
2. I reduced the number of clicks to get to checkout to save users time in the purchase process and reduce user error rates. You can shop directly through all photos on the homepage and on fashion news articles.
3. I added “Similar Items” on the product pages that were more tailored to a user’s selection to increase exposure for possible sales.

final designs






takeaways

I designed this project to to appeal to a target market that resembles my own likes and dislikes. I focused on adhering to the brand guidelines while still staying consistent with my style. I designed for accessibility concerns and meeting user needs - balancing aesthetics with functionality.