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E-commerce Redesign for Women's Clothing

Objective

To reimagine and redesign an e-commerce platform catering to women's fashion, enhancing both visual appeal and user experience, with an emphasis on seamless navigation, product discovery, and purchase flow.

Role

As the primary UX/UI designer, I took on the responsibilities of:

  • Engaging in market research to comprehend the latest trends in e-commerce design, specifically within the fashion industry.

  • Evaluating the existing platform to pinpoint usability issues and areas requiring enhancement.

  • Constructing user personas that represented the primary target audience: fashion-forward women seeking a blend of style and convenience.

  • Designing a comprehensive user journey that encapsulated the shopping experience from product discovery to checkout.

Solution

  • Research & Ideation: Engaged in user surveys and competitor analysis to understand pain points and best practices in fashion e-commerce.

  • Wireframing: Drafted preliminary designs to outline the revamped structure, focusing on intuitive navigation and enhanced product presentation.

  • Design: Utilized Figma to craft high-fidelity mockups that married aesthetics with functionality, integrating features like outfit inspirations, detailed product views, and a streamlined checkout process.

  • Prototyping & Feedback: Assembled an interactive prototype and collected feedback, refining the design for optimal user satisfaction.

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