Team
Lead Product Designer (Lecturer)
Product Designer (Visual Designer/Illustration) Me ✌🏼
Timeframe
3 months
When SHIFT was an e-commerce marketplace for small boutiques around the world, it encountered opposition from the most notable luxury fashion houses, which connects customers in 190+ countries with products from 50+ countries and 1,400+ brands, boutiques, and department stores. The user pays for more than just the product’s features. They pay for the experience and aspiration. Emotions play an important role in placing the order. Consequently, they are trying to improve their online revenue keeping in mind photography as a high priority
Background
While online shopping is convenient and ubiquitous, consumers still find it challenging to shop and be satisfied with the result.
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Understand the online shopping sustainable industry as a whole.
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Map the basic requirements of a successful app for this specific problem space and customer.
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Provide user-driven suggestions to differentiate from the existing and extensive competitive market.
Goal
A fashion e-commerce leverages photography as a solution to effectively showcase products, enhancing their visual appeal and persuasive impact. Key solutions achieved through photography in the realm of fashion e-commerce:
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Visual Appeal: High-quality photography enhances the attractiveness of products, captivating potential customers and motivating them to explore further and consider making a purchase.
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Product Detailing: Detailed product shots highlight features, textures, and patterns, providing customers with comprehensive information to facilitate informed purchasing decisions.
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Brand Image and Identity: Photography reinforces the brand's identity and image, ensuring consistency in styling and imagery across product photos, thus fostering a unified brand experience for customers.
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Inspiration and Aspiration: Fashion e-commerce photography evokes emotions and aspirations in customers, igniting desire and inspiration, and prompting customers to envision themselves using or wearing the products.
Measuring Success
Design Process
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Three out of four participants expressed photography is a high priority when buying a product.
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Three out of four participants noted that customer reviews of the products are helpful.
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Three out of four participants stated a good Fashion app has a comprehensive fashion brand identity.
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All of the participants discussed the need for some kind of filter when shopping online.
Synthesize Findings
Competitive Analysis
Understanding business as a whole and based on market research I realize how from luxury to pret a porter, the UI design was very similar, making it difficult to differentiate the brands. After mapping out the online shopping web of products, it was time to learn and identify market advantages and recognize important competitive attributes in the industry.
Sitemap
Wireframes
Brand Identity
The UX findings made me aware that SHIFT as a cloth Ecommerce needed to have a heavy emphasis on photography, therefore I thought brutalist would be a good approach, cos its philosophy of celebrating the few design elements that are present. Its monochromatic color schemes inspired also me, the emphasis on bare functionality, devoid of decoration, repeated design elements (that can be seen in the Logo and campaign), and the rectilinear edges.
Outcome
Home
This section will be the first one seen by the user. There’s no need for registration, allowing them to window-shop through the products. Trends, new arrivals as well as a tailored experience that includes suggested items based on viewed and saved items.
Clean and minimalistic grid. Sticky header for easy access.
While scrolling through the items, the user can enlarge images quickly by long-pressing an image.
Product grid sort & filters
Product
All necessary information about the product is contained in just one screen. Large images, zoom, product description.
Fast and easy registration, as well as the ability to log in and create an account using social networks. Registration is not a requirement to shop, users can purchase items as guests.
Registration
SHIFT has an intuitive accordion checkout that creates a straightforward experience by staying on only one page during the entire checkout. Sales are not lost due to time-consuming mandatory registration, account creation is optional.
Checkout
It was a great experience to own the design system, I learned so much about methods, and what a library needs to be more agile in the work and its constraints. This would definitely help me shortly as a designer.