Elegnano, a Belgian designer footwear label, is redeveloping its brand as it expands into the US market. I have been tasked with redesigning the website to better align with the preferences and needs of US consumers. This involves conducting thorough market research, enhancing user experience, localizing content, and optimizing e-commerce functionality. By addressing these key areas, the redeveloped website will help Elegnano successfully connect with US customers and establish a strong presence in the new market.
Discover
Competitive Analysis
Jimmy Choo, Louboutin, Alexander McQueen, and Miu Miu are prominent competitors in the luxury fashion industry, each boasting visually striking websites. Their use of large, captivating images effectively showcases their high-end products, drawing users in and creating a luxurious browsing experience. The use of white space across these sites contributes to a clean, sophisticated aesthetic that enhances visual appeal and facilitates easy navigation. Additionally, the content is thoughtfully organized, providing a seamless and intuitive shopping experience for users.
Some drawbacks include font sizes, which can be quite small, making it difficult for some users to read the text comfortably. Furthermore, the scrolling experience can be awkward, with some sites requiring excessive scrolling to view product listings or access information. These issues can detract from the overall user experience, highlighting areas for potential improvement in accessibility and usability.
User Interviews
Define
Affinity Diagram
Online shopping is preferred for its convenience, wide product availability, and ease of finding specific items without visiting physical stores. Visual images and accurate sizing charts are crucial, while filtering and sorting options, along with favorable return policies like free returns, significantly influence purchasing choices. However, shoppers are frustrated by pop-ups, ads, slow-loading images, and cluttered interfaces, highlighting the need for streamlined and transparent shopping platforms with effective organization, clear visual images, visible pricing, and accessible buttons.
I was surprised to discover how crucial imagery is for buyers, especially when it comes to products modeled on real people. Seeing the product worn on a model helps potential customers make informed decisions. Additionally, accessibility and frictionless navigation are key factors that significantly influence a user’s experience on a website. A seamless and intuitive interface encourages users to explore and ultimately purchase products, emphasizing the importance of a well-designed and user-friendly shopping platform.
User Personas
Develop
Project Goals
Problem Statements
How might we optimize our website and mobile app interface for accessibility and ease of navigation, ensuring that users of all demographics and technological backgrounds can effortlessly find and purchase their desired footwear?
Feature Set
User Flows
Low-Fidelity Wire Frames
After researching Elegnano competitors and conducting user research, it became clear that the site needed to be both aesthetically appealing and informative in terms of look and style. The site should be clean, easy to use, and guide the customer seamlessly to the checkout. Many competitors have a similar approach: shoes are neatly aligned, prices are clearly displayed, and the checkout process is integrated into the same interface where the customer views the product, all of which I incorporated into my design. I used three adjectives to describe the company and guide my design process: formal, scientific, and elegant. Here are my first iterations of the design.
Deliver
Usability Test
In developing the final iteration of this online retail shoe interface, I focused on what matters most to customers: a smooth, easy-to-use interface, beautiful imagery, and a clean, aesthetically pleasing, minimalist design that highlights the shoes. The checkout process is seamless, keeping the customer on the same page where they viewed the shoes, allowing them to adjust sizes and reaffirm their confidence in the purchase. This approach ensures an engaging and efficient shopping experience.