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Coedition
Redesigning the e-commerce fashion website for web and mobile.
Background
Coedition is an e-commerce fashion website that offers a curated collection from plus-size brands and designers. The website was launched by former Gilt executives in Spring 2018.
In the spring of 2019, I worked on specific aspects of the redesign when the project was contracted through Plain Sight, the creative agency I was working for at the time. Specifically, I worked on the redesign of the Account Creation flow, Account Information flow, FAQ page, and the addition of a Wishlist. Some of my designs can be seen on the current website, while others are still in development.
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
1. Account Creation
The first task I was assigned to was reimagining the account creation process for the user. The company wanted to introduce a more personalized experience for its users by storing personal information, like height and weight, as well as preferred sizes. This data would allow the company to better individualize a shopper's experience by suggesting items based on the provided information.
The current account creation process is a simple modal that appears on the right side of the screen. In addition to adding preference options, we wanted to get users excited about the account creation process. We did this by incorporating the company's "on-trend" image.
With the new account creation, the user is first directed to fill out the standard account creation fields (name, email address, and password). After they click on the "create account" CTA, they are directed to an additional form for preferences, with the option to skip this step and continue directly to the shopping experience.
2. Account Details
For the account details section I worked on the redesign of the "account information," "order history," and "shipping and billing" flows for both web and mobile.
Account Information
In the original design, there is no option to edit any of the account details from this screen. Once a user has created an account, they are not able to change the email address, password, etc., from the current screen. I added the ability to edit account details as well as included the sizing preferences information from the new create account screen.
Order History
The order history was redesigned to keep consistent with the other "My Account" page designs.
Shipping and Billing
In the original design, there was only the option to add/edit the accounts shipping address and no ability to add or edit any payment information from the "My Account" screen. The only option for the user to add any payment information was during the checkout flow. For the redesign, I added a stored payment preference and combined it with the shipping preferences. In the new design, the user can add and edit both payment and shipping information from this page, as well as choose which shipping address and payment method is their preferred. The screens were designed to match the style of the rest of the "My Account" page designs.
3. Creating the Wishlist
A new feature that was added was the "wishlist," which allows users to "favorite" items they can save and view for a later date. The ability to add an item to a wishlist is done by clicking on the heart icon in the upper right-hand corner of the product image. It is present in both the category page and product detail page, as well as on the "quick shop" product detail modal. The user's wishlist is stored with their other account information under "My Account."
4. Redesigning the FAQ
The FAQ page was redesigned according to the new style guide. Aspects such as alignment, spacing, and copy were considered for readability.
Final Thoughts
Shortly after I finished working on these portions of the redesign, the company hired a permanent internal design team and our agency was no longer needed. Unfortunately, this means that some of my designs may not ultimately be seen on the website. Regardless, I really enjoyed working on this project as it was only the second e-commerce site I had had experience working on. It allowed me to think about the User Experience while considering conversion rates and how to successfully change a user from "browser" to "buyer." It was also an excellent exercise in designing for a responsive website.
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