Sue Rock Originals
Crafting an Engaging Visual Storytelling for Intuitive Plus-Size Shopping Journey
14k +
Monthly website vistors
78%
Increased engagement on Story page
2X
Higher User retention
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.
User Criteria : Plus Size Females
No of users : 8 Female user (5 out of 8 were actual customers)
Duration : 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
How we reorganize the navigation?
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 kick off the design process, we identified key design elements essential for the brand.
Usability Testing Results
User Insights Led Us to Create a Vibrant, Product-Focused Website
During our usability testing, users shared feedback that they want the website to be more vibrant and visually engaging, with plenty of real clothing item photographs to explore.
I want to see more actual products, not just three beautiful plus-size models wearing black.
I want to see a pop of color; the colorful website attracts me more.
I won’t read testimonial section on homepage; it should be somewhere else.
