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Coedition
Redesigning the e-commerce fashion website for web and mobile.
Background
Coedition is an extended size e-commerce fashion retail company. It was founded in 2017 by former Gilt executives whose goal was to create a one-stop-shop for extended size fashion by curating a collection of over 80+ designers and brands. In the spring of 2019, Plain Sight Studio was hired to help them with their website redesign.
Our team consisted of myself, a senior designer and a UX Researcher. We worked continuously on this project for a duration of four months. There were certain portions of this project that we worked on collectively, and certain portions owned solely by each team member.
My Role
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UX/UI Design
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Prototyping
Platform
Responsive web
Tools
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Sketch
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Invision
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Zeplin
Duration
2019 | 4 Months
Research Methods
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Site Audit
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User interviews
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Usability testing (current site and hi-fidelity prototype)
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Competitive Analysis and Market Analysis
Through the research, we realized that we needed to focus our redesign on two main tenants of findability and trust.
Research Insights
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Lack of options for people of extended sizes
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No two brands fit alike
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Frustrating to see clothing only modeled on straight sizes- no idication of how it will fit on a person of a similar size.
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Returns can be a hassle, but is a necessary process since clothing may not fit correctly.
Restructuring the Homepage
With these three tenants in mind, we began by restructuring the homepage. Our design lead worked on identifying a general art direction and style guide and then together we worked to created different modules for the homepage.
The reason that we restructured the homepage in modules, is because it allows the company to easily customize the content on the homepage.
Hero Image Module
We first created the Hero Image module to highlight current trends or fashions, or as an opportunity to upsell certain products.
Categories Module
This was created as another way for users to quickly navigate through the site's collection, lending to the tenant of findability.
Branded Content Module
This was created to highlight a specific brand or designer or another way to upsell a specific trend.
Value Proposition Module
Again we felt that it was really important to highlight the company's value proposition and ethos which lends to all three tenants of findability, credibility, and trust.
Editorial Module
Finally, we created an editorial module to lend to the credibility of the company. This can easily be customized for customer testimonials or editorial blurbs.
In addition to the focus on the homepage, we identified other areas for improvement. I personally worked on designs for the account creation, account details, wishlist, and FAQ.
Account Creation
For the account creation, we saw an opportunity to optimize for trust. By adding user preferences to their account, we were able to create a more personalized experience for each customer. In addition, we saw an early opportunity to invoke that sense of trust by showcasing the company’s ethos that all bodies are fashionable.
In addition, having this data would allow the company to better individualize a shopper's experience by suggesting items based on the provided information further down the road.
Account Details
For the account information, I relied heavily on competitive analysis and research, looking at other companies like Everlane, Torrid, Asos, and Urban Outfitters, to see how other companies were displaying this information, successfully or not.
In the original design, users were not able to edit their account information without contacting customer support. We wanted to optimize for findability and accessibility and have an easy way for users to have access to their account information. Since the account information involved forms and user input, I followed WAG (web accessibility guidelines) when creating the forms (using labels instead of placeholder text, making the language on the forms clear).
Account Information
Shipping and Billing
In addition, in the original account information, there was no option for inputting Billing information. This was a point of frustration observed in our usability tests because there was no option to use a stored payment method during the checkout flow. By adding a stored billing option we were able to optimize for click-to-purchase metrics.
In the new design, customers can also add multiple shipping and billing methods and choose which address and payment to set as their default method.
Quickshop and Wishlist
Another feature that was created was a “quick shop” view to optimize for conversion metrics and findability. Instead of having to click through from category page to product detail page, a “quick shop” modal was created for easily viewing the product and adding to cart without leaving the category page.
Quick Shop
In addition, we felt that by creating a wishlist option, we could help with findability by allowing users to store items they were potentially interested in purchasing and easily being able to find those items later. The wishlist feature is visible in every view of the item (category page, pdp, quick shop).
Wishlist
FAQ
In addition, I worked on the FAQ page. Mostly readjusting the current layout and fixing alignment and information hierarchy issues. In addition, I changed some of the language to lean in to the sense of trust we were trying to cultivate.
That's it! Thank you for viewing :)
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