Year 2022

Platforms Desktop web, Mobile web

My Role Sole Designer, Research, User Testing, Interaction design, Visual design, Prototype

Fresh Prints is a custom apparel company based in NY. Their primary customers are college students, and they also have corporate clientele.

A live group order is a time-sensitive order link that is created when an organization has an event coming up and they want to allow their members to order custom apparel/products individually.

Problem

From Mixpanel data from early 2022, we can clearly see results are great after the third step, once the user adds items to cart and:

The customers are majorly dropping from Overview to PSP, and PSP to Cart page.
Mobile performance is lower than desktop.

Goals and metrics

To optimize conversions by approx. 20% increase on desktop and mobile version by improving the user experience of the group order design.

Research

After doing research which was done in three parts, 3 primary problems were identified.

Design Audit

Online Research

Usability Test Patterns

1. Dated

Visually it looks antiquated and out of touch with modern e-commerce experience in terms of design and interaction on both mobile and desktop.

2. Cluttered

There is visual scatter like lot of text, inconsistent and irrelevant info which is cognitively taxing to comprehend the important information and efficiently complete the task.

3. Untrustworthy

It doesn’t look familiar to e-commerce sites, and it misses vital information like zoom in design and product details, pricing status, best selling product, and how many people bought, contact info.

Opportunity

How might we make experience modern, relevant, and trustworthy?

We converted our key problems into opportunities to solve for during the redesign.

1. Dated > Modern

The user interface of the website should be visually refreshed, making it more fun and interactive by using modern standards of design.

2. Cluttered > Relevant

The redesign should make key features easier to find and use, remove underperforming features, and ensure we show the right content to the user.

3. Untrustworthy > Trust

The website must become a trusted place for people to buy from time sensitive website with familiar e-commerce experience.

Moodboard and Design System

Market study and modern design inspiration

GO is based on FP's design system, I have created for FP

Design Iterations

The new design went through many iterations before we had a final design candidate.

Designing product listing card layout for on overview page was a challenge as we wanted to bring e-commerce standard experience but don't want to lose freshprincy feel and keep it consistent with rest of the platforms.