Redesigning the Karsen Stil Clothing Brand Online Store: Enhancing User Experience and Client Empowerment
Client
Karsen Stil
Year
2021
My Role
UI Designer
Tools
Adobe PS, AI, XD
Google Jamboard, Monday
Initial Problem Discovery
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.
The website had to fulfill the following requirements:
- 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
Project Goal
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.
Features
- Intuitive navigation
- Easy product search
- Blog section for sharing fashion-related content.
Target Audience
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.
Online Shoppers Across Mexico
Women of all ages from different regions of Mexico, who prefer the convenience of online shopping and are attracted to modern, stylish, and high-quality fashion. They may be looking for a diverse range of clothing, from casual to formal wear. They are more likely to utilize the website’s online shopping features, read customer reviews, and explore nationwide shipping options.
Key Challenges or constraints
- 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.
Research Study Details
Competitor Analysis
A comprehensive competitor analysis was conducted to gain insights into the competitive landscape of similar stores.
Secondary Research. This included articles, blog posts, etc.
Personas creation.
I crafted fictional personas based on the information provided and thorough research.
Design
During this stage, I developed wireframes, mockups, and high-fidelity prototypes.
Testing and Client Feedback
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.
Insights gained from the project
- The appealing design and improved navigation resulted in increased visitor retention.
- Mobile optimization led to higher conversions among mobile users.
- The blog section allowed Karsen Stil to share its story and values, strengthening the connection with customers.
- During the testing phase, an important revelation arose as client feedback shed light on the unintended messaging associated with the icon representing plus-size clothing.
In summary, the Karsen Stil website redesign project on Shopify focused on enhancing the user experience, brand representation, and conversion efficiency, resulting in an elegant and effective interface that reflects the brand’s values.
