E-COMMERCE - FASHION

UX RESEARCH & STRATEGY ROADMAP

Work with the CEO to understand their users and formulate a national sales strategy

Problem Statement

The client launched their retail business for curvy high fashion and sales were not optimal. The CEO wanted an inspection of their current website and usability recommendations on how to improve the retail site's overall user experience. Most of all the CEO felt that he didn't know "Who his customers actually were." He also wanted to strategy roadmap for who, where and how to target his primary target audience to accelerate and optimize his sales strategy.

Goals & Purpose

The primary ask was to run a usability inspection on their current site, then to run user interviews and craft a persona of their primary customer as well as supporting user journeys. We would conduct user interviews with both customers and plus-size fashion influencers on Coedition's behalf.

  • Heuristic Evaluation
  • Competitive Analysis
  • Persona Development
  • Journey Mapping
  • Business Sales / Analytics Breakdown
  • Visual Design Recommendations
  • UX Design Recommendations
  • Business Strategy Roadmap

Project Results

The project deliveries were successful in data-informing the CEO of who the customers where, where they were, what their shopping habituations are and providing recommendations on how to improve the user experience of their retail website. The research, strategy and UX design recommendations was leveraged and referenced by IDEO for the design phase.

Projects Phases

My Project Role(s)

  • UX Architect & Strategist

  • UX Researcher

  • Sales & Communication

01

UX Research

We were engaged by CoEdition to assess the overall user experience of their retail platform.  We provided an heuristic evaluation of their overall site experience against core design principles. Prototypical also provided both visual and UX design enhancements to improve the platform’s usability as well as providing iUX research to help data-inform the business stakeholders as to overall sentiment towards their business:

Project Phases

My Project Role(s)

  • Head of User Experience

  • UX Architect & Strategist

  • UX Evangelist

  • Interaction Designer

  • UX Prototyper

  • Visual Designer

  • Design Mentor

  • Sales & Communication

  • AGILE Project Manager

  • Product Innovator

02

Usability Recommendations

We ran a series of user interviews with both Coedition shoppers and influencers to gain insight into their experience on the retail platform. Provided the CEO and his team, data-informed recommendations to improve their retail experience for their shoppers.

Project Phases

My Project Role(s)

  • Head of User Experience

  • UX Architect & Strategist

  • UX Evangelist

  • Interaction Designer

  • UX Prototyper

  • Visual Designer

  • Design Mentor

  • Sales & Communication

  • AGILE Project Manager

  • Product Innovator

03

Strategy Roadmap

We identified user populations and geographical locations that the firm should target.

Project Phases

My Project Role(s)

  • Head of User Experience

  • UX Architect & Strategist

  • UX Evangelist

  • Interaction Designer

  • UX Prototyper

  • Visual Designer

  • Design Mentor

  • Sales & Communication

  • AGILE Project Manager

  • Product Innovator