The goal of this project was to redesign a mobile app for a leading e-commerce brand to streamline the user flow and improve accessibility. The app had several user-experience issues that made navigation difficult, and many users abandoned the app due to poor flow and usability issues.
As the Senior UX/UI Designer, I led the design process from research to prototyping. I worked closely with developers, product managers, and stakeholders to ensure that the solution aligned with the client’s vision while focusing on user needs.
The project lasted 12 weeks, with key milestones such as initial user research (week 2), wireframing (week 4), prototyping (week 8), and usability testing (week 10).
Fashion Enthusiasts:
Users who enjoy organizing and exploring new styles.
Busy Professionals:
People looking to save time by planning their outfits efficiently.
Sustainability Advocates:
Users who want to maximize their existing wardrobe.
The app had a complex navigation system, and users were often frustrated by the long checkout process, resulting in a 30% cart abandonment rate.
Business Objectives:
Target Users:
User Research:
I conducted 10 user interviews to understand user frustrations and completed an online survey with 300 respondents. Key insights showed that users struggled with finding the checkout button and were often confused by the multi-step process.
Competitor Analysis:
I reviewed three competitors in the same space, focusing on their mobile app experience. I discovered that offering a streamlined, one-page checkout was common and highly effective.
User Personas:
Created personas based on the research, such as “Busy Shopper” who values speed and convenience and “Careful Shopper” who wants to compare multiple items before buying.
Create a modern, user-friendly app design.
Build a seamless user flow for wardrobe management and outfit planning.
Use AI-driven recommendations to enhance personalization.
Virtual Wardrobe:
Users can upload photos of their clothes, categorize them, and create a digital wardrobe.
AI Recommendations:
Personalized outfit suggestions based on user preferences, weather, and occasions.
Outfit Planner:
An interactive calendar for scheduling outfits.
In-App Shopping:
0Integrated links to shop for missing pieces or complete outfits.
The client selected Option 2, which incorporated vibrant orange accents alongside modern typography. This option stood out for its ability to blend trustworthiness with creativity, perfectly capturing the organization’s innovative and forward-thinking approach.
The redesign of the Israeli National Center of Blue Economy’s website successfully transformed their online presence, aligning with their mission and engaging their audience. The modern, creative design combined with an intuitive user experience has significantly boosted the site’s usability and stakeholder satisfaction.
Screenshots of Final Design:
[Include high-quality images or an interactive prototype link here.]
Reflection:
This project reinforced the importance of user testing and iteration. In the future, I would focus more on refining the microinteractions to further enhance user satisfaction.
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