Who is client (Sue Rock Originals)?
Plus Size Women Clothing Brand
The Problem : What challenges prompted us to undertake the redesign?
To Stand Out in Modern Retail and Establish a Strong Brand Identity, we chose to Redesign
Low User Engagment
Visitors are not interacting with the site as expected, resulting in fewer page view, making it difficult to build a loyal customer base.
Incomplete Brand Narrative
Website lacks a clear, complete brand narrative, leaving visitors disconnected from the brand's story.
Pre-sale Model Integration
Owner is attempting to incorporate a new pre-sale model on her website, ensuring that effectively communicates to users is challenging.
The Solution
Developing a pre-sale shopping experience focused on effectively conveying the brand narrative
Highlighting Sue's story, brand mission, and vision on the 'Our Story' page to create a connection with users
Highlighting Sue's story, along with the brand's mission and vision on the 'Our Story' page, fosters a meaningful connection with users by showcasing the values and narrative behind the brand.
Crafting a contemporary checkout process that integrates a pre-sale model
Crafting a modern checkout process that incorporates a pre-sale model improves the shopping experience by enabling users to engage with products beforehand, leading to smoother transactions.
Our Strategy : How did we accomplish this?
Research & Design Process
Our redesign process was breakdown in two major parts: Research & Redesign
Literature Review
We Analyzed our Target User's Experiences and Industry standards through Desk Research
User Interviews
Understanding the Plus-Size Shopping Experience through User Interviews
We chose to interview users to understand their pain points when shopping for plus-size clothing, their comfort level with online clothing websites, their awareness of pre-sale options, and how they perceive and connect with the brand.
We were looking for Plus Size Females
We interviewed 8 Female user (5 out of 8 were actual customers)
Our Interviews lasted around 45-60 minutes.
What were our user interview insights?
Key User Insights
Competitive Analysis : How our competitive analysis helped us in creating better website?
We used Competitive Analysis to Improve Visual Design, Navigation, and Social Impact on Our Website
We conducted a competitive analysis of 8 different websites, focusing on Plus Size, Branding, Pre-Sale, and Shopify aspects.
Strategic Direction/ Goals for the project
Three Key Directions Derived from Research and Client Goals
Information Architecture
Information Architecture
To design the website, we needed to reorganize the information architecture to enhance navigation.
Ideation
Infusing Sue’s Vibe in Style Choices and Storytelling for our Initial Designs
To capture Sue’s vibe, we crafted two design options: one with vibrant, colorful UI elements reflecting her bold, vibrant, and positive energy, while the other maintains a subtle, neutral UI, allowing her product images to stand out prominently.
Colored Option
Neutral Option
Usability Testing Results
User Insights Led Us to Create a Vibrant, Product-Focused Website
Banner With Models wearing actual Product
1
Before Testing
Banner With Placeholder Image
After Testing
Banner With Models wearing actual Product with Slide room
2
Before Testing
Call to action buttons of Subtle red color
After Testing
Call to action buttons with Bright Reddish Pink color
3
Before Testing
Testimonials on Homepage
After Testing
Testimonials shifted to our story page to strengthen the trust