‘Lucy in the Sky’ Online Fashion Store Web Site — Redesign of Product Page (2019)
The Product
Online fashion store for young women to find and purchase their perfect party outfit. The shop offers affordable high-end styles that are designed, cut and sewn in Los Angeles.
Platform: Web. Target audience: Worldwide, females 18-34.
Problem The Project Was Intended to Solve
The store sells 2-piece sets (i.e. matching top and skirt) as 1 product item. But customers often would like to purchase garments from 2-piece sets separately (reasons described below in use cases). Web site has no functionality to support those cases.
My Role
UX/UI designer. Outlined possible use cases, audited the existing product page and revised its layout to improve usability, added design for the new requested functionality 'Mix&Match'.
Team
Developer, UX/UI designer (me)
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Process Timeline
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Possible Use Cases
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Product Page Before&After — Web, Responsive Layout
First, I revised layout to declutter the page and to bring more structure to it, also brought maximum of important info above the fold on desktop. Changed the style of some controls to improve usability (i.e. 'Restock' button was confusing). I also had to keep in mind responsive mobile layout and constraints from developer (i.e. product details could not be splitted gracefully into columns because of the data entries from the CMS).
Second, I added a requested new functionality — possibility to mix and match or buy items from 2-piece sets separately: indication in product list, control on product page.
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Product Page — iOS Mobile Application
I also added the Mix&Match control onto product page in the mobile application I was working on. See my project ‘Lucy in the Sky’ Online Fashion Store iOS Mobile App Design (2019) for more details.
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Results
By implementing the Mix&Match functionality the online store let the customers to be more flexible with their orders. The slight improving of the layout of product page would increase usability, but was not implemented yet.
