AUGUST 2021
Stephanie Men Fashion Web Design
Responsive Website User Experience 2021
UX CASE STUDY
CLOTHING STORE WEB DESIGN
Clothing Web Design Case Study
Project Overview :
Stephanie’s Men Fashion is a clothing store that offers affordable pricing options. The typical user is between 19-30 years old, and most users are college students or early career professionals. Stephanie’s Men Fashion goal is to make shopping fun, fast, and easy for all types of users.
Project Duration :
August 2021 to September 2021
The Problem :
Available online shopping websites have cluttered designs, inefficient systems for browsing through products, and confusing checkout processes.
The Goal :
Design a Stephanie’s Men Fashion website to be user friendly by providing clear navigation and offering a fast checkout process.
My Role :
UX designer leading the Stephanie’s Men Fashion website design
Responsibilities :
Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, iterating on designs and responsive design.
User Research Summary :
I conducted user interviews, which I then turned into empathy maps to better understand the target user and their needs. I discovered that many target users treat online shopping as a fun and relaxing activity when they need a break from school or work. However, many shopping websites are overwhelming and confusing to navigate, which frustrated many target users. This caused a normally enjoyable experience to become challenging for them, defeating the purpose of relaxation.
User Pain Points :
Navigation
Shopping website designs are often busy, which results in confusing navigation.
Interaction
Small buttons on shopping websites make item selection difficult, which sometimes leads users to make mistakes
Experience
Online shopping websites don’t provide an engaging browsing experience
Persona : Mahalia
Problem Statement :
Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, iterating on designs and responsive design.
User Journey Map :
I created a user journey map of Mahalia’s experience using the site to help identify possible pain points and improvement opportunities.
Paper Wireframes :
Paper Wireframe Screen Size Variations :
Digital Wireframe :
Digital Wireframe Screen Size Variation(s):
Low Fidelity Prototype :
To create a low-fidelity prototype, I connected all of the screens involved in the primary user flow of adding an item to the cart and checking out.
At this point, I had received feedback on my designs from members of my team about things like placement of buttons and page organization. I made sure to listen to their feedback, and I implemented several suggestions in places that addressed user pain points.
Usability Study : Findings
Cart
Once at the checkout screen, users didn’t have a way to edit the quantity of items in the cart
Checkout
Users weren’t able to easily copy the shipping address information into the billing info field
Account
During the checkout process, there wasn’t a clear way for users to log in to their account to pre-fill previous billing and shipping info
Mockups :
Based on the insights from the usability study, I made changes to improve the site’s checkout flow. One of the changes I made was adding the option to edit the quantity of items in a user’s cart using a simple “+” or “-” option. This allowed users more freedom to edit their cart without going through a complicated process to add or remove items.
Before Usability Study
After Usability Study
Mockups : Original Screen Size
Mockups : Screen Size Variation
I included considerations for additional screen sizes in my mockups based on my earlier wireframes. Because users shop from a variety of devices, I felt it was important to optimize the browsing experience for a range of device sizes, such as mobile so users have the smoothest experience possible.
High - Fidelity Prototype :
My hi-fi prototype followed the same user flow as the lo-fi prototype, and included the design changes made after the usability study, as well as several changes suggested by members of my team.
Takeaways :
Impact:
Our target users shared that the design was intuitive to navigate through, more engaging with the images, and demonstrated a clear visual hierarchy.
What I learned:
I learned that even a small design change can have a huge impact on the user experience. The most important takeaway for me is to always focus on the real needs of the user when coming up with design ideas and solutions.