Task
Design eCommerce Fashion Website that allows millennials to browse, view and purchase affordable and trendy fashion online
Hypothesis
Millenials spent a lot of time in social networks and messengers, and social network experience is very familiar and native for them. So my goal was to make a website that utilizes social network habits and patterns to bring familiar experience for users.
Strategy
The strategy will consist of two parts:
1. Bring e-commerce site to the social network. We will use Facebook and Instagram to show our products to the user. We will create a bot for facebook messenger, that will allow users to look through our collection and make orders. This part doesn't require a lot of design, cause we should follow social networks design guides to stay within the entire experience. The primary driving factor in this part will be the content quality.
2. Bring social network experience to the site. For our website, we will use the concept of feed. The site will have only one main page, that is a giant feed with all the garments that we have, so users could scroll through the garments like they do in Facebook or Instagram. The user will be able to filter this feed and adjust it to personal taste. We also will heavily use scrolling pattern on a garment page.
Instead of registration, we will gently ask the user to log-in with his social network account at some interaction points. That will help us collect more information about the user, but will make the whole experience smoother.
Instead of registration, we will gently ask the user to log-in with his social network account at some interaction points. That will help us collect more information about the user, but will make the whole experience smoother.
Variable grid
The problem with the static grid that is used on other sites is that it is very monotonous. User's brain sees this repeated pattern and becomes bored, so the user is no more interested in exploring the site.
Instead of the static grid, we will use the variable grid. That will help us make scrolling more fascinating and less tedious.
Alongside with garments, we will place some curated collections and AI generated selections in the feed for the same reason — make our feed less monotonous. We also will use factoids — small blocks with facts about the store or garments: delivery, fabric quality, etc.
User flow and wireframes
User flow
Garment feed
Garment details
Design
Garment feed
Search in action
Filter
Scrolling
I took images from COS website because I like their style. However, this concept is not associated with COS in any way.
July 2016
