Champaign's Finest
Aug. '17 - May '22
I started an e-commerce lifestyle brand, with student-inspired apparel and merchandise. I struggled to create demand, build trust, and position the merchandise as luxury goods. I redesigned my e-commerce site to fix these problems and build a community around my brand.
Client:
Self, Personal Project/ Brand
My Role:
UX Research
Website Redesign
This brand was a business I founded and managed from 2017 until May 2022.
The business, its website, and social media accounts are no longer active.
Research:
Data collected through 124 student digital surveys and Google analytics
80% of website traffic came from instagram
Patterns and themes
Students believed the brand was deigned by the University
Customers wanted more variety in options and styles
Customers felt the experience was cheap and unprofessional
User Painpoints:
Platform for customers but lacked appeal
Little to no Brand experience or trust
Generic product mockups
Not mobile friendly
Persona:
College students seeking unique brand representation outside traditional options, emphasizing quality and individuality.
User Journey Maps:
Detailed the path of college students exploring and purchasing merchandise online, highlighting pain points and opportunities for improvement
Previous Website (2017):
Initially built on Bigcartel.com
Platform for customers but lacked appeal
Little to no Brand experience or trust
Generic product mockups
Not mobile friendly
Paper Wirefames:
Outlined initial designs for website layout and functionality, focusing on mobile accessibility and user engagement.
Mobile
Desktop
Digital Wirefames:
Developed digital prototypes based on paper wireframes, refining user interface and navigation for optimal user experience.
HD Mockups:
Created high-fidelity mockups featuring streamlined navigation, product upsells, and enhanced visual appeal to attract and retain customers.
Hero carousell removed to optimize vertical scrolling
Brands mission and values, connecting people to the brand and building trust
Email list to build a user database, with added nod to social media account
Social proof to build continued trust
Swatches for easy browsing, reducing checkout times, increasing conversions
Infinite scroll eliminates interpage loading, reducing checkout time
Reactive dropdown accurately presents products for users
Product upsells simplify browsing and increase avg. order value
Results over the first year:
online store sessions increased by 112%,
mobile orders by 40%,
conversion rates by 92%,
and average order values by 55%.
Takeaways:
Emphasis on the importance of user-centered design, mobile accessibility, and trust-building features in enhancing the online shopping experience for college students.
