The aim of this project is to improve the user experience of Elegn, a Ecommerce business in the luxury fashion industry. This includes its ecommerce platform, website and landing page.
This is done through understanding market trends, user behaviours and optimizing the product design with business objectives.
- UX/UI Designer and Product Strategist.
I led the user experience design transformation, balancing visual elegance with functionality, ensuring the redesigned Elegn website embodies the brand's luxury image. Working closely with stakeholders, I translated business goals into user-centered design choices. My responsibilities included:
Conducted research on the luxury lifestyle market. This incudes deconstructing the competitors’s strategies and analyzing market trends, and consumer preferences.
We also analysed other competitors’s digital presence which includes their websites, social media platform and marketing style, and lastly customer feedback to identify areas for differentiation and improvement.
Crafted user personas for Elegn’s target audience, which comprises of individuals seeking high-end fashion, accessories, and lifestyle products.
These personas were built based on demographic data, psychographic insights, and behavior patterns gathered from market research and past customer surveys/research.
Mapped out the entire customer journey from initial product discovery to final purchase completion. This exercise aimed to pinpoint pain points, such as slow loading times, complicated checkout processes, and lack of product variety, thus identifying opportunities for enhancement across various touchpoints.
Applied psychological principles to understand consumer motivations for purchasing luxury lifestyle products online, such as social status, self-expression, and emotional gratification. This understanding informed the design and copywriting strategies to resonate effectively with the target audience's desires and aspirations.
Here's a breakdown of how each concept can be applied:
Social Status
Self-Expression
Emotional Gratification
Ensured that all research findings and strategic decisions aligned closely with Elegn’s business goals, which include increasing online sales, enhancing brand loyalty, and maintaining a cutting-edge position within the luxury lifestyle market.
Craft a clear roadmap for implementing design and copywriting strategies that reflect research insights and directly contribute to achieving business goals.
Analyzed the conversion funnel to identify potential points of friction and opportunities for improvement in guiding users towards conversion actions.
Developed a UX strategy focused on improving website navigation, optimizing search functionality, and enhancing mobile responsiveness.
The goal was to ensure that users could easily discover products, browse through collections, and have a frictionless shopping experience across all devices.
Designed a user-friendly information architecture, organizing features and functionalities logically to improve usability and streamline user interactions.
Overhauled the website's information architecture to streamline product discovery and improve user flow. This involved reorganizing product categories, implementing intuitive filtering options, and enhancing visual merchandising to create a visually engaging and effortless browsing experience.
The Information Architecture includes:
Principles:
Homepage
Product Category Pages
Product Pages
Checkout Process
The aim here is to implement design improvements and persuasive copywriting that elevate the overall user experience and drive conversions across the ecommerce platform, website, and landing page.
Implemented a comprehensive UI/UX redesign for Elegn, incorporating modern design principles and an intuitive user interface. These steps taken will help to increase conversions and sales.
As written in the Information Architecture, this design incorporates breadcrumbs, good contrast and an elegant design that evokes luxury.
The CTA button on the mobile design is placed with purpose at the bottom (which is easier to click on).
Crafted a new design and copywriting for the home page. This design emphasizes minimalism and the new arrivals which have been categorized into clothing and liquids (perfume, skin-care products, e.t.c)
Developed a series of personalized email campaigns to engage customers throughout their journey, including welcome emails, abandoned cart reminders, and exclusive offers tailored to their style preferences and purchase history.
These emails were designed to nurture customer relationships, drive repeat purchases, and maximize customer lifetime value.
Validate design decisions and ensure a seamless transition for ongoing management of Elegn.
Conducted extensive usability testing and gathered feedback from real users to identify usability issues and areas for improvement.
Utilized heatmaps, session recordings, and user surveys to gain insights into user behavior and preferences, ensuring that the redesigned digital assets meet users' needs and expectations.
Analyzed key performance indicators such as conversion rates, average order value, and bounce rates to measure the impact of design changes.
This case study demonstrates how we utilized a holistic approach combining design, psychology, and business strategy to transform Elegn’s ecommerce website.
This will help result in increased conversion rates, higher user retention, and enhanced market competitiveness.