UX and Shopify Designer
May 2023 – December 2023 | E-Commerce
The project was to build a Shopify based eCommerce website focussing on a gym wear for women.
May 2023 – December 2023 | E-Commerce
The project was to build a Shopify based eCommerce website focussing on a gym wear for women.
MY ROLE AND APPROACH
I helped with the shop build and was responsible for UX and UI design, and Shopify integration. I also worked with offshore developers to implement frontend changes and bug-fixes.
I helped with the shop build and was responsible for UX and UI design, and Shopify integration. I also worked with offshore developers to implement frontend changes and bug-fixes.
Stakeholder engagement: I worked with the founders to gather requirements and then involved them in each step of the process so ensure they understood the design decisions made and the research behind it.
Research: In my research, I included competitive audit of fashion websites like Sweaty Betty, Gymshark and ASOS and I studied white papers and best practices from Amazon and Flipkart. Based on my research I decided that product discovery, navigation and checkout were the three main areas of focus for the MVP.
Design: I implemented measures to deliver a clear and simple user experience across the afore-mentioned areas. As an example, in terms of Product discovery:
• I made sure that each product category had a clear representation on the homepage and at least 3 products from each product type were shown to the user
• I made sure that each product category had a clear representation on the homepage and at least 3 products from each product type were shown to the user
• I made the product names descriptive and included in them the product colour, style and unique features
• To inspire users, I included “look books” on the homepage showing pictures of models wearing multiple Vibrant Activewear products. The users can click on any product in the picture to see more information or add it directly to cart
• To promote upsell, I used product discovery devices like the “products you may like”, “related products” and “category explorer” across the website
Here is an example of working with the founders to meet a business need while still looking after the user. As Vibrant Activewear was a small startup, the founders wanted to avoid giving users reasons to initiate returns and ask for refunds. To achieve this:
• Research showed that gym wear is a lifestyle product and that users naturally wanted their gym wear to be durable and withstand intense training, but also be comfortable enough to lounge in. These qualities came through in product details like information of the materials/fabric used, which I made sure was included on product pages
Here is an example of working with the founders to meet a business need while still looking after the user. As Vibrant Activewear was a small startup, the founders wanted to avoid giving users reasons to initiate returns and ask for refunds. To achieve this:
• Research showed that gym wear is a lifestyle product and that users naturally wanted their gym wear to be durable and withstand intense training, but also be comfortable enough to lounge in. These qualities came through in product details like information of the materials/fabric used, which I made sure was included on product pages
• I placed a clearly visible size chart on the product page to help users choose the right fit for them as much as possible
• I added product shots which included flat lay/ tabletop pictures of the product as well as model shots. I also made clear what size product the model was wearing to help users make an inspired and an informed choice
• In the refund policy, I added wording to appeal to the users to help reduce returns unless absolutely necessary - like in cases where the product had a physical defect or arrived damaged. I also communicated to the users how important and appreciated this support was through this growth phase of the company.
View Vibrant Activewear Designs here.