LisaGirl - E-Commerce App
An eCommerce platform where you can find inspiration, build your own style, and shop your finds. Customer engagement is a top priority for the LisaGirl, as evidenced by their product usability, which features simple navigation and a large range of product options. Through stylish collections and lookbooks, they provide a convenient overview of fresh, relevant products.
Role
Product designer, prototyping, UX research and copy, drafted product requirements, accessibility compliance, typography & colour scheme.
Tools & Achievements
Used Miro, Figma, and Canva tools for the project
Developed the app within 2-3 weeks from briefing to hi-fi mockups
DISCOVER
BUSINESS GOALS To establish self and become a leader in the e-Commerce market for women's fashion, build customer loyalty, and boost sales through optimised product pages and promotional material.
ABOUT THE USERS
The target audience outlined for this specific task based on the brief were between ages 18-40 year old working professional females in metropolitan cities such as London. I assumed the income group of this audience would be above £30,000 annually in order to accurately design an interface.
SURVEYING E-COMMERCE USERS
I interviewed 15 female e-commerce users who regularly shop on the ZARA app. The reason for this is the LisaGirl homepage provided is almost identical to the Zara app, and therefore the user responses for impressions of this app would give me a great overview of what to improve for LisaGirl.
I categorised their responses into most and least liked features:
COMPETITIVE ANALYSIS
Further, I conducted a competitive analysis to understand how different brands compare with each other in the top UX features in e-commerce. This was also done to see the weaknesses and strengths of these digital products from the view of the consumer:
DEFINE
USER PERSONA
Summarised: A 27-year-old female who works in Central London and loves fashion and social media
PROBLEM STATEMENT: The current homepage is not a good user experience
WHY?
no icon section with wishlist, cart, menu, account, etc.
plain UI, lacks colour and attention-grabbing items.
unorganised layout/difficult to navigate.
little/no information on clothing categories and range store carries no information on shipping, no indication on the page.
menu items i.e. cart, search, are written out instead of intuitive icons – take up lots of space and can be easily represented with universally recognised icons.
DEVELOP
FIRST DRAFTS
I created lo-fi and hi-fi mockups to test the homepage's clarity and navigability. I then asked 15 different e-Commerce users to review the designs and give their feedback.
The feedback from these users determined that the design was cluttered and quite juvenile for the target age group. They liked the colours but also wanted to see more holiday-focused ads and a more concrete colour scheme.
I also decided to add a welcome page before the homepage that displays an editorial photo and asks the user "what [they] would like to shop". Having this page would give the user the first impression that the website is easy to navigate as they can immediately select the category they wish to shop in.
SECOND DRAFT: LO-FI WIREFRAMES
Taking the feedback into consideration, I produced altered wireframes that allow for a better user experience. I decided to include a loading page to immediately grab the user's attention with a sleek, editorial logo.
UX SUGGESTIONS
Icons- Make the design less wordy, provide clean and intuitive way of navigation to cart, wishlist, etc.
Promo/Ad Section - Display shipping promotion, satisfies user goal of fast delivery and increases the likelihood of purchase
Clothes categories - Easy to find and see range that store carries
Product layout - Display of relevant clothes to the holiday season and the user's goals
Search bar and Filter icon - Easier to navigate, users can find exactly what products they're looking for
Quick add & Wishlist - Faster user experience and more likely to lead to a purchase of more items
Attention-grabbing titles- Catchy marketing to promote purchase
Colourful UI - Editorial UI to create the impression of high-fashion and luxury, but also fun and feminine
DELIVER
Typography
Logo
Colour Palette
The homepage will begin with a loading page and then a welcome page which allows users to select the section of the store they wish to shop in. Sharper, crisper fonts are used to symbolise the editorial side of the website, where fun and bold colours are used to represent the essence of a LisaGirl!
FINAL DESIGNS
LisaGirl's homepage will retain a clean, white background but will differ in colour scheme and layout from the previous homepage. LisaGirl will unite its high-fashion, editorial side with its playful and feminine edge.
After implementing the user friendly suggestions that would improve the previous homepage, we can see that all the user goals have been met with the final designs above.