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OVERVIEW

ROLE

During my work with e-commerce company Little Feminist, I was conducting competitive research, developing lo-fi and hi-fi mockups.

CHALLENGE

Boosting conversions by redesigning a marketing landing page, and store page.

RESULTS

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SOLUTIONs

  • Make subscription and store sections more accessible (decrease # scrolls to click CTAs)

  • Improve copy to increase clarity

  • Replace busy photos with simple illustrations (to reduce cognitive load)

  • Increase visual consistency (to reduce cognitive load)

THE DESIGN PROCESS

MARKET RESEARCH

The first step of the process was exploring other e-commerce websites to determine best practices for home page and store page organization and age-range presentation. Our team reflected on the pros and cons of different information architecture (what works and what doesn’t) and considered strategies that might be effective for Little Feminist.

Specifically, we were looking for how subscription sites:

  • Use clear language on CTAs

  • Arrange information on the landing page

  • Label tab bars

  • Inform users of subscription options

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ANALYZE DATA

To synthesize all findings, we affinity mapped the most effective strategies used across 30 e-commerce subscription sites. After categorizing, we prioritized our ideas by arranging them on a 2x2 graph. We hoped to identify our lowest hanging fruit (highest value to a customer, easiest to implement changes).

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lo-fi wireframes

Next, we designed lo-fi mockups of the landing page and store page. In a design critique, we discussed our design decisions. We voted to select 4 total wireframes (2 for landing and 2 for store page) and then presented our work to our client. Ultimately, we proceeded with 2 total lo-fi wireframes with which to proceed to our hi-fi designs.

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hi-fi MOCKUPS

Working on our hi-fi mockups, we made sure that our design:

  • Aligned with our client’s vision

  • Aligned with Little Feminist’s style guide

  • Utilized clear and compelling language

  • Told a consistent story throughout the page

  • Reduced cognitive load (by utilizing white space, clear copy, and simple illustrations)

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Results

This design has been implemented already. You can see a final version of Home Page and Store Page here: www.littlefeminist.com

FINAL THOUGHTS

Working on this project, I saw how beneficial is to leave your pride at home and take empathy to work. This attitude affects positively on the mood of a group as well as final results. It's very helpful to discuss all ideas, hear all voices, and even to be ready to accept some critique. Really good ideas need human interaction, argument, and debate.