Redesigning the Karsen Stil Clothing Brand Online Store: Enhancing User Experience and Client Empowerment

The initial problem we addressed in the project was that the Karsen Stil website didn’t offer an efficient and engaging user experience. Users faced challenges with navigation, product search, and the checkout process. Additionally, the brand aimed to expand its online presence and enhance the representation of its values and fashion style on the website.

El sitio web debía cumplir con los siguientes requisitos:

• Seamless Purchase Process preventing interruptions in the client’s buying journey.
• Client Empowerment for Self-Management: Leveraging Shopify’s User-Friendly Interface for Clients to Easily Maintain Their Website

The primary goal of the project was to redesign the Karsen Stil website on Shopify to create an exceptional user experience that reflected the brand’s elegance and quality. It also aimed to improve the conversion of visitors into customers and increase the brand’s online visibility.

Características

• Intuitive navigation
• Easy product search
• Blog section for sharing fashion-related content.

Local Fashion Enthusiasts.

Women of various ages living in Metepec and nearby areas. Fashion-conscious individuals who appreciate high-quality clothing and are looking for elegant and comfortable fashion choices. They may have previously shopped at the physical store in Metepec.

Likely to browse the website for new arrivals, visit the physical store for in-person shopping, and appreciate local promotions and events.

• Client’s prior negative experiences with websites that hindered their customers ability to succesfully complete purchases
• The project was limited to utilizing Shopify’s basic features and functionalities

There was a need to realign the visual identity for their online store with the desired style. The existing visual identity at the time did not adequately reflect the brand’s image and values. The need for a transformation was evident, with a key focus on modifying the logo and the overall graphic identity.

I conducted a heuristic evaluation for the website instead of user testing because of budget constraints. One notable instance involved an icon representing plus-size clothing. It came to our attention through a client feedback that the icon, as initially designed, conveyed an unintended message.

Some customers perceived it as suggesting that plus-size individuals should conceal their bodies, giving rise to concerns of body-shaming and a lack of empowerment.

In response to this valuable feedback, immediate revisions were made to the icon to ensure it accurately represented the brand’s commitment to inclusivity and body positivity.