FASHION E-COMMERCE PLATFORM CONCEPT
Women who buy products online and are interested in a slow fashion.
Create a new brand and set up an e-commerce responsive mobile website.
Sustainly is an e-commerce clothing platform that promotes sustainable brands. The Website offers clothing for women.
The Sustainly project was an enjoyable task because of the fashion aspect. The challenging part for me was to implement the feedback of users and keep the minimalistic and clean design. I’ve gained the knowledge of how to create a mobile responsive website with a flow.
I’ve learned that it’s more efficient to keep the design simple and focusing on the products based on the usability testing I’ve done.
I’ve started with a secondary research that consisted of a surface level research for the purpose of understanding purchasing behavior in fashion. The following process included observing design patters of the competition analysis.
Next step was to interview women that shop online frequently. This part has uncovered that participants want to have a fast shopping experience and to see transparent prices of products.
The main part of this phase was a creation of Persona. This artifact has to give an overall understanding of users in terms of goals and capabilities and reflecting purchasing needs and motivations of the actual shoppers I talked to.
Based on the interview data gathered I created Karen. Katherine is a 32 years old Executive Account Manager based in the UK. She is a passionate fashionista that cares about the product’s story.
I’ve decided to focus on filters selection, adding to cart and sharing the product flows. I mainly sourced the ideas from approved design patterns. The first part of creating the architecture was the card sorting where I wanted to get the idea of how are different categories of clothing sorted. The researched was done with a help of Optimal Workshop programme.
I’ve created 9 categories regarding the research to not overwhelm customers but have the order spread properly. The next part that I’ve focused on was a sitemap and user flow.
Referring to the user flowchart, mobile wireframes were built for each screen of the flow using Sketch. Emphasis was put on:
- Filter Selection Flow
- Add to the Cart Flow
- Share the product Flow
The usability testing had been done with women with the average age of 31. All the testings happened in person. Among the tasks belonged to add a product to the shopping cart and share a product on Twitter.
The flow by itseIf was not confusing, however, there was a space to improve the informational hierarchy and minimize some steps within the flow I’ve created more iterations and implemented the feedback right after the usability testing part.
Desktop High-Fidelity Wireframes
User Interface Design
The brand that has been created for Sustainly combines modern type with a leaf in a minimalistic style. The brand represents minimalistic design with bold colorful visuals.
Evolution Process: Feedback, Branding and UI Implementation
The most important part of the Sustainly case is definitely the usability testing part. That process showed me that visual hierarchy has to be prioritized all the time. The testing approved that it’s necessary to constantly work on more iterations and evolve them within the process.