Project Summary
The Global Rebels Online Clothing Store project aimed to boost website traffic and increase online sales for the company, while also providing a solution to track inventory for their brick and mortar stores. The project involved designing a user-centric and visually appealing e-commerce platform for the various clothing lines by renowned designer Christopher Wicks.
Problem Summary
The company faced the challenge of low website traffic and limited online sales, which hindered their growth potential. Additionally, the lack of a streamlined inventory tracking system across their physical stores posed a logistical problem. To address these issues, a comprehensive UX/UI redesign was necessary to enhance the user experience and drive conversions.
Solution Summary
The solution involved creating an intuitive and visually captivating e-commerce platform that showcased the unique clothing lines designed by Christopher Wicks. The revamped website would incorporate a seamless inventory management system to synchronize the availability of products across online and offline stores. By improving the user experience and making the shopping process convenient, the project aimed to drive more traffic, increase online sales, and support the physical stores with efficient inventory tracking.
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Role
Front-End developer, UX/UI Designer, UX Researcher
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Employment
Full time
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Client
Global Rebels
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Project Type
Website
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Date
2012-2013
Research
User Goals and Needs
User Goals:
- Find unique and trendy clothing options
- Enjoy a convenient and hassle-free online shopping experience
- Access exclusive collections by renowned designer Christopher Wicks
- Stay updated on the latest fashion trends
User Needs:
- Clear and intuitive website navigation to easily browse and discover products
- Detailed product information, including sizing, materials, and care instructions
- High-quality product images that accurately represent the clothing items
- Seamless and secure online payment process
- Reliable and prompt delivery options
- Efficient customer support for inquiries and returns
User Interviews
In-depth interviews were conducted with potential customers, including existing customers of Global Rebels, to gain a deep understanding of their motivations, preferences, and pain points when it comes to online clothing shopping. These interviews helped uncover valuable insights about their shopping habits, expectations from an online store, and the factors that influence their purchase decisions.
Surveys
Online surveys were distributed to a wider audience to gather quantitative data on their online shopping experiences, preferences for clothing styles, and perceptions of the Global Rebels brand. The survey responses provided valuable statistical data that complemented the qualitative insights from the user interviews, allowing for a more comprehensive understanding of user preferences and trends.
Analytics Analysis
Existing website analytics data was analyzed to uncover patterns and trends in user behavior. This involved tracking user flows, identifying drop-off points in the conversion funnel, and understanding which pages or features received the most engagement. By studying user interactions and behaviors on the website, it was possible to identify pain points, areas of confusion, and opportunities for optimization.
Competitor Analysis
A thorough analysis of the online clothing retail industry and its key competitors was conducted. This involved reviewing competitor websites, assessing their strengths and weaknesses, and identifying design patterns and features that resonated with the target audience. Understanding the competitive landscape helped identify opportunities for differentiation and areas where Global Rebels could excel.
Industry Best Practices
The team researched and analyzed industry best practices in e-commerce and online clothing stores. This involved studying successful online retailers and identifying common design patterns, usability standards, and conversion optimization techniques. By leveraging these best practices, the project aimed to create a user experience that aligned with user expectations and industry norms.
Key Findings
Based on the UX research conducted, the following key findings were identified:
- Users value unique and trendy clothing options, seeking a brand that stands out in the market.
- Convenience is paramount, with users expecting a seamless and hassle-free online shopping experience.
- Exclusive collections by renowned designer Christopher Wicks generate interest and appeal.
- Users have specific needs for detailed product information, accurate sizing guidance, and high-quality product images.
- Trust and security in the online payment process are critical for users to make a purchase.
- Reliable and prompt delivery options greatly impact user satisfaction and loyalty.
- Efficient customer support is essential for handling inquiries and returns promptly.
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Personas
Fashion-forward Fiona
- Age: 25
- Occupation: Working professional
- Goals and Needs:
- Find unique and trendy clothing items that reflect her personal style.
- Enjoy a seamless and convenient online shopping experience.
- Access exclusive collections that are not widely available.
- Stay updated on the latest fashion trends and discover new styles.
- Pain Points:
- Limited availability of unique and trendy clothing options on existing online stores.
- Inconvenient or confusing website navigation.
- Lack of clear product information and detailed descriptions.
- Difficulty in finding specific sizes or accurate sizing guidance.
- Unsatisfactory customer support experience.
Trendsetter Tony
- Age: 30
- Occupation: Fashion enthusiast
- Goals and Needs:
- Explore and purchase exclusive collections by renowned designers.
- Discover the latest fashion trends and unique clothing items.
- Find high-quality garments made with premium materials.
- Enjoy a user-friendly and visually appealing online shopping experience.
- Receive prompt and reliable customer support for inquiries or returns.
- Pain Points:
- Limited access to exclusive collections by renowned designers.
- Inconsistent or unreliable sizing information.
- Lack of detailed product images that accurately represent the clothing items.
- Complicated or cumbersome checkout process.
- Slow or unresponsive customer support.
Casual Carol
- Age: 35
- Occupation: Stay-at-home parent
- Goals and Needs:
- Find comfortable and versatile clothing options suitable for daily activities.
- Enjoy a user-friendly and efficient online shopping experience.
- Discover affordable and budget-friendly clothing items.
- Access a wide range of sizes to accommodate different body types.
- Receive reliable and timely delivery options.
- Pain Points:
- Limited availability of comfortable and stylish clothing options on existing online stores.
- Difficulty in finding accurate sizing information for different body types.
- Unclear or inadequate product descriptions that don't highlight comfort features.
- Lack of affordable options that align with her budget.
- Inconsistent or delayed delivery services.
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Ideation
The ideation process involved brainstorming and sketching various design concepts and features to address the identified user needs and pain points. Collaborative sessions were conducted with stakeholders, designers, and developers to refine the ideas and prioritize the most valuable features for implementation.
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Testing
To ensure the effectiveness of the design solutions, iterative testing was conducted throughout the project. Usability tests were performed with representative users to validate the user flows, navigation, and overall ease of use. A/B testing was employed to compare different design elements, such as color schemes, button placements, and call-to-action text, to optimize conversion rates.
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Delivery
After incorporating feedback from testing phases, the final design was implemented and integrated into the existing website infrastructure. The new online clothing store offered an immersive and engaging experience, enabling users to explore Christopher Wicks' clothing lines effortlessly. The inventory tracking system streamlined operations for both online and brick-and-mortar stores, ensuring accurate stock information and seamless order fulfillment.
The project successfully achieved its goals of increasing website traffic, driving online sales, and supporting inventory tracking for Global Rebels, positioning the company's SERP ranking on the top pages of Google.
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