At a Glance
Danzia is startup ecommerce website for dance wears and athletic wears. Danzia provides a wide array of fashionable clothing for women, men, and children of all ages. Danzia recognized the need for more visibility in the digital space and wanted to push into its online revenue potential with new rebrand website mobile platform.
URL: www.danzia.com
Services:
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UX Design
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Visual Design
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Interface Design
Sector:
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Dance wear eCommerce
Type:
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Website
The Challenge:
Design a responsive e-commerce platform that will allow Danzia to increase revenue, attract new customers, and sell excess inventory. Give the company a face lift by designing a new logo, visual style that captures the essence of the brand.
Outcome:
The new layout presented with bigger and more appealing photos, eye catching dance colors scheme, and less text. This redesign project helped users accomplish a given task as simply and efficiently as possible while the look and feel is clean and intuitive.
Old Interface:
Design Questions:
What does your typical day look like?
How many hours do you use internet per day?
If you could rate the likeliness for our product on the scale of ten, how much would you give?
Why do you purchase online?
Can you tell me about last time you used our product?
How you do like our products?
What could be the reason to stop using our products?
Are you are dancer or teacher?
Pain Points:
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My users expressed was difficulty with reading the text on the site. The font was small and line spacing was too tight, there was a lot of text to read, and the horizontal layout of the category and product pages was difficult to navigate.
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Users also expressed a desire for larger and better images, more inspirational content and guidance, and more clarity in the product specs.
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Users have difficulty receiving information — Meaning users can’t manage to see things that they’re interested. They also find item list has many details which they would rather focus on the picture.
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UI could be improved and made more user centered rather than “sales centered”
Brainstorm/Sketches
Competitor Analysis
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With an idea of my users’ pain points in mind, I next turned to competitors’ sites to see how they were (or were not!) approaching the user experience. Based on my interviews I knew that large retailers like Amazon and Discount Dance were popular with dancers.
New Interface:
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I’ve made many changes on the current homepage. The top and bottom navigation has has been redesigned. I also trying to avoid too much information in this page as the purpose of it changes from companies’ sales and promotions to become more about user’s interested space.
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I also made significant changes to the information architecture and interface on the product page.
One thing that I think would be beneficial to both users and the company would be to build more information about the company and how unique it is into the whole user experience of the site.
Final Thoughts:
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This project reinforced the importance of iterated usability testing and how critical it is to designing good experiences for users.
For my next project I intend to continue progressing with Sketch, InVision, and possibly other programs to improve my prototyping and visual design skills, and, as always, I hope to work on my own time management and research skills.