product design
online store
MY ROLE
- Product Design
- User Research, Prototyping, UI Design examples
ADDITIONAL COMMENTS
- COS website design to use as aspiration
MAIN CHALLENGES / TASKS
- Develop minimalistic looking website UI
- Accessible and easy to use prototype
BRAND
- Fully online operating (e-commerce directed)
- Independent, young designers
- Modern minimalistic
brand
about
Business aims to acquire females from UK to appreciate every gift of nature they might get, value simplicity and comfort through minimalistic style of the clothes and accessories they wear. Through application of competitive prices, Online Store is able to stand out from the high street retail market to their customers and deliver meaningful message, as well as to help local designers to stand out with their work.
USP (UNIQUE SELLING POINT)
Exclusive high-quality clothes and accessories items, which are designed and made by the young independent designers with competitive price strategy.
The design strategy will contain neat, calm colour scheme, familiar for every user navigation design with less pages and as free as possible from information, focus on the images of the products and social interaction aspect.
Project Planning
Business Objectives:
To acquire at least new 1,000 visitors on the website till the end of the year
To have at least 50 orders per month in the next half a year
Research Objectives:
To specify demographic origin of the target audience
To investigate behavioural and psychographic approach of the user in
order to use it for the UX strategy of the website
To identify ways of reaching target audience
Research
Design Thinking strategy
Qualitative research: interviews
Competitive Research
During interviews, participants were discussing challenges and benefits of online shopping. Some mentioned that online shopping is much more engaging process than shop in high street retail places.
Free returns are crucial for some people due to the sizing, since they cannot try it on before buying, but also because of the opportunity to “change their mind”.
Few participants said that, mostly in big cities, it is not entertaining to go shopping in physical stores due to the amount of people and crowded places, as well as inability to find items they are looking for.
More participants are too busy to go shopping during the day and very tired to go after work. Moreover, they are able to search through items whenever they have a spare moment and find out more on their own through description and personal research.
Therefore, it was important for me to focus on descriptions, decisions given and different screen sizes. Moreover, provide free returns, in case order wasn’t as was expected.
Competitive analysis
Primary Competitors: Independent and local online designers (Etsy, Agmes, J. Hannah, Trouva)
Secondary Competitors: Large clothes chains, high street retailers and multi-brand online based companies. (eg: COS, Zara, Net-a-Porter)
Actual analyses considered chosen website Scope, Currency, Accuracy, Fluidity, Design factors. From the research, was decided colour scheme, navigation organisation and content layout to communicate with the customer.
design
Human Centred Design, Information Architecture (IA) elements were used in order to discuss Content Structure: Meta, Voice Tone and Matrix Structure.Later on Site Map and User Journey were developed in order to start with first wireframes.
Colour Scheme, Font and symbols were delivering ‘bold’ and minimalistic vibe
Grey oriented colour scheme brings feelings of stability and comfort, however it can also be sophisticated, if is used in combination with the right shades. In terms of branding and marketing perception, it is associated with reliability, trustworthiness and nurturing.
Neutral shades will make natural beauty of models and products to stand out, create strength in details and security for user to feel comfortable and protected.
CONTACTS
-
Churchyard Row 9
SE11
London - savikina.v@gmail.com
SOCIAL NETWORK
VERONIKA SAVIKINA
Digital Design | Layout Design | Graphic Design