Role
UI Designer

Project
Design an e-commerce website for a start-up online clothing retailer that specialised in ‘work from home’ apparel.

Note* This project is currently still in production.

Objectives
The primary objectives for this website included:

Consistent branding – the design should correspond with the products, reflect them, complement the brand and create a unique feeling for the products. To reflect the brand identity the website design must use the same fonts, colours and general design patterns throughout the website to make users recognize and remember the brand. The brand must be presented consistently across all devices and channels.

Simple design – keep the design clear, clean, and simple. Keeping the focus on the sale and price. Engage and entice customers by using a few words or sentences that convey the most important messages paired with striking graphics.

Other elements of a simple design include:
• Easily scannable content
• Simple and legible fonts
• Unified colour schemes
• Clearly identifiable navigation elements
• Easily navigable product categories

Simple and seamless checkout – give customers the option to check out as a guest. Make them fill out as few data fields as possible with only necessary information. Clearly label those data fields. Let them see a product preview in their cart with a description so they can review what they’re buying. Be upfront about what shipping options are available and what they’ll cost.

High-quality product photos – a mixture of different camera angle photos i.e closeups and distance shots are an effective tool when influencing the shoppers buying decisions.

Building trust – establish trust with potential customers with a rating and testimonials section attached to every product.

Responsive – considering the number of users making purchases online using their mobile devices, the design needs to be responsive across all devices, ensuring users will be able to properly view or interact with products.

Stakeholder collaboration
Business Owner
UX Designer
Front End Developer

Disciplines
User interface design
Comparative analysis
User flows
Wireframing
Usability Testing
Prototyping
Responsive design
Product delivery
Project management