CLIENT PROJECT: Redesign IMBY’s website and make it more user-friendly to attract
more customers.
GOAL: To understand the needs of frequent online shoppers and possibly include some features into the website to make it more accessible and attractive for the customers.
ROLE: UX/UI DESIGNER (This was a collaborative effort along with two other UX Designers)
DELIVERABLES: UX Process, Personas, New Features, Design Solution in High-Fidelity, Revamp of the Previous Website
Imby.io is a women’s fashion e-commerce store that places an emphasis on ethical fashion and keeping three concepts in mind: American-made Clothing, Curated Capsule Wardrobes and Reasonable Prices. Through user research we realized, that even though IMBY does a great job in adding themselves to the women’s clothing e-commerce landscape, there were a few opportunities for enhanced features and a focus on the UI Design of the website.
Research
“How might we understand what motivates women to buy clothes online and what are they looking for in typical clothing website?”
In terms of our research process, we used a variety of resources that gave us different perspectives. To begin with, Imby had already done some usability testing, comparative analysis and surveys of their existing customers based on their old website. In Addition to that, we did some further comparative analysis of visual features of different clothing websites such as Everlane, Aritzia, La Ligne, and Zara. Finally, we conducted around 14 interviews among current female online shoppers and we asked them about their online shopping habits and what they looked for in the product view of items.
Key Findings & Takeaways
The amount of information available on online retailers is really important. Throughout our interviews we began to understand that sizing information was an important part of product information. We also discovered that although many women enjoy online shopping, not many of them are aware of the concept “Capsule Fashion”.
INFORMATION IS IMPORTANT
Users rely on having a lot of information at their fingertips when making online purchases. The old website of IMBY was lacking some of the basic information available to the users that you usually see in a well-established online clothing fashion store such as:
- Sizing (The approximate size of the model, wearing a particular item of clothing in the photograph, so the customers can easily identify their right fit)
- Color Option (In the old website of IMBY, the color variants of a particular item of clothing were scattered throughout the website)
- Shopping Cart (Once selecting an item to be added to the cart, the cart icon would automatically disappear after a few seconds. This created a confusion for the customers)
- Designers (Users want to be able to filter the items according to a particular designer)
- Material & Quality (Knowing what kind of a material the clothing is made from and a detailed description, is vital for users)
Personas
Old Website
Final Design
HOME PAGE
SHOP PAGE
BRANDS PAGE
Check out the working prototype HERE:
Iterations
Incorporated Changes:
The client could not include the new feature “Capsule Collection” that we introduced, due to Shopify limitations. However, the client did incorporate some of the major changes to the website that we suggested such as:
- Interface
- Layout
- Fixed Top navigation bar
- Search feature
- Model size and washing instructions on product page
- Different color options of a dress under the same tab instead of having that dress repeatedly shown as a different item based on different colors.
- Categorization of the information on the website
- ”Featured Clothing” section on Homepage.