How do you design an online experience for a newly launched apparel company, that conveys its unique value proposition while also providing the groundwork for further growth of the company? A. Lynn is a fashion e-commerce brand that offers more sizing options than department store brands. A. Lynn’s founder approached our team to help address usability concerns with her company’s newly launched e-commerce website.
Find pain points for users visiting A. Lynn’s website and make redesign recommendations for a responsive website. A. Lynn’s founder was concerned about a high bounce rate on her homepage, and wished to add a “fit calculator” feature to help simplify the current Fit Guide & Starter Kit process.
Research & UX/UI Design
Research & UX/UI Design
Research & UX/UI Design
UX Tools & Methods:
Research: Heuristic Analysis, Competitive/Comparative Analysis, Market & Industry Research, Feature Analysis, User Interviews, Usability Testing, Affinity Mapping, Persona Development
Design: Design Studio, Co-creation, Feature Prioritization, Wire-framing (Sketch), Interactive Prototype (InVision), Specifications Documentation
TIMELINE: 2.5 Week Sprint
In addition to our own internal analysis of A. Lynn’s website, we created and sent a screener survey [link] to identify users in our client’s target market. We conducted exploratory interviews with previous shoppers of the site and through our screener survey, conducted usability tests on our client’s current website with potential users. The results from our usability testing echoed our findings from our own heuristic analysis.
Insight: Sending Mixed Messages
Users believed A. Lynn was offering custom-tailored clothing, that fit exactly to the users’ specifications. While A.Lynn does offer more sizing options it does not offer custom tailored clothing to customers. So why weren’t users visiting the site on A. Lynn’s value proposition?
Insight: Losing Credibility
Our users told us they shop online for the connivence and time saved by not having to go to an actual brick and mortar store. They shop online from brands whose sizing information they are familiar with and want information presented to them that is clear and concise. Users want to make purchases confidently and don’t want to any doubts when it comes to their purchases.
Clearing the Path to Conversion
We presented our findings to our stakeholder and came to a consensus about focusing our design efforts on messaging and optimizing a path to conversion. We created a new problem statement that helped guide us through our design studio:
How might design a website for A.Lynn that clearly conveys their value proposition, while providing simple and clear sizing information so that customers have the information they need to make purchases confidently?
Redesign / Solutions
We prioritized creating a clear path to conversion from the moment a user landed on the homepage all the way through to checkout. I lead the re-design on the Home page, Product Gallery and Size Chart.
Home Page Redesign
Based on the user feedback we received, my goal for the Home Page redesign was to have a clear display A.Lynn’s value proposition and an explicit call to action.
Product Gallery Page Redesign
The Product Gallery page was flagged during our usability testing as a pain point for our users in their flow. My redesign recommendations, although rather traditional, kept the users’ needs at it’s core. It keeps product photography the focus, but includes the information users need to inform their decisions, which includes product pricing, name, and available sizes.
Size Chart Redesign
We found that when users shop online from an unfamiliar brand, they use different points of reference to identify clothing sizing and fitting. They expect a brand to present it’s sizing information in a clear and concise manner. However, A. Lynn users were overwhelmed and unfamiliar with some of the measurements displayed on A. Lynn’s old size chart. Our client is an expert in the fashion industry and we wanted to ensure we accurately portrayed the sizing specifications, so we invited her to collaborate with us on developing a new size chart. We identified the key information most needed by the user, and highlighted A. Lynn’s other unique sizing offerings and how they are measured. We proceeded to create an entirely new templated system for the size chart, complete with photographic reference and guide.
We conducted an exit survey after conducting usability tests of the current site, and after testing the proposed redesign. Our users perception of the website increased dramatically in terms of a perceived value added, credibility , and delightfulness. The chart below illustrates our findings:
Our client approached us initially to validate a potential solution, but was receptive to a user centered approach to the problem. This project taught me the value of including a stakeholder in the design process, especially if they have an unfamiliarity with a user centered design process. The involvement of our stakeholder into our process ensured that my team balanced not only user needs, but also the needs of the business and it’s growth.