Our stakeholder tasked us with redesign a desktop workwear e-commerce site with the primary goal of boosting the conversion rate. We aimed to improve the user experience by optimizing the information architecture.
“Let’s help local shops and professionals create or improve their online presence to increase their visibility both online and offline… All while delivering a great online shopping experience for your business’ end users!”
In other words the project will be either improving or developing from scratch an e-commerce, focusing on user experience.
Vergos Custom Wear is a Greek e-commerce business specializing in customized workwear and casual clothing. Led by CEO Apostolos Vergos, the company was founded in 2019 and aims to expand beyond Greece into Balkan countries in 2023. Their target market encompasses both genders, aged 20 to 70, with a focus on pink-collar workers. Currently, the company lacks a formal marketing or branding strategy, along with essential research components. Their marketing efforts are limited to Meta performance ads, with no SEM or SEO activities. Project success will be measured through increased sales and profitability.
Following the stakeholder interview, we thoroughly analyzed Vergos' business environment and conducted a comprehensive competitor research for benchmarking.
Initial findings showed Vergos excelled in payment methods and had a significantly lower free shipping threshold than competitors. However, the absence of safety gear and website navigation challenges were identified during the heuristic analysis, revealing two key issues:
Aesthetic integrity: The website overwhelmed users
Use of recall over recognition: This complicated the user journey
While Vergos offered the same level of customization as competitors, the heuristic analysis highlighted more challenging navigation. The main goal was evident: Vergos Custom Wear needed a redesign for a seamless user experience. The question remained: how to achieve it?
We created a focused questionnaire and conducted 10 user interviews via Zoom or Google Meet, led by a moderator with team members taking notes. The responses were diverse
We organized interview insights into 7 distinct clusters:
Information & Transparency
Viewing the Design
Potential User Base & Habits
After using Dot Voting, we found that the two most promising clusters were Customization and Information & Transparency. Customization pertains to workwear customization, while Information & Transparency involves product details, ease of finding products, and accurate shipping information. These clusters were chosen because they were mentioned by all interviewees and held substantial potential for impact.
Kostas’ problem could be summarized in: “Vergos, an e-commerce store, was designed to supply customized workwear. We have observed that the website has neither designated subcategories nor filter options. The information about delivery or tracking is also insufficient. This causes users to get frustrated and purchase less.”. Problem statements can provide clear direction and focus.
We used Lofi wireframes for Concept Testing, conducting interviews with 5 users. Analyzing their responses, we identified several patterns:
Users had difficulty recognizing image cards as product representations
The importance of highlighting prices became evident
On the homepage, categories attracted attention, while the main menu and search bar lacked prominence
Users suggested that, in the Product Detail Page (PDP), after selecting a size, an additional screen should display selected preferences
Users found the transition from Category Detail Page (CDP) straight to PDP abrupt, desiring an intermediate stage for a smoother transition from generic to specific information
Concept Testing findings were applied to the Mifi wireframes:
Enhanced product card descriptions
Improved main menu and search bar visibility on the homepage
Added a secondary PDP showing Kostas' preferences
Introduced a subcategory in the form of a second CDP to enhance Kostas' experience
Usability Testing with five users yielded intriguing results. While users generally found the structure intuitive, two significant issues were detected:
Main menu visibility
To address these concerns, the Hifi wireframes were updated:
Improved Main Menu visibility
Streamlined the header to reduce its dominance
The Hifi wireframes stemmed from defined brand attributes: Quality, Customization, Safety, and Value. These attributes guided the creation of a Moodboard. However, Moodboard testing revealed an overemphasis on safety and a lack of focus on value. Subsequent changes were made to the Moodboard.
The Moodboard's images informed the color palette selection, while Typography choices included fonts like Oswald and Lato.
During the design critique was found:
The customization service was not stand out enough in the Main Menu
The filters on the CDPs were placed lower on the pages, making it difficult for the users to use them
Users could understand easily where on the website they were
The Design Critique findings informed Hifi It1 design changes:
Reordered the main menu with customization as the last item
Placed filters at the top of the CDP
Added a feature in the main menu to highlight the current category users were viewing
Hifi It1 wireframes were used to create the first Hifi Prototype for Desirability Testing. Ten users completed an online desirability test, revealing that the website conveyed quality and safety effectively, but ustomization and value attributes were not apparent.
sights from Desirability Testing informed the Hifi It2 wireframes:
Enhanced visibility of customization and sales options in the main menu
Added deal badges to sales items
These changes were incorporated into the final prototype.
The style tile represents the choices made for the color palette, typography, and all UI elements in the Hifi journey, including images, carts, forms, buttons, and filters.
The project was interesting and challenging, but due to its human-centered focus, it was also highly motivating. Here is what we learned:
1. Data often reveals unexpected findings
2. Simplicity in design and solutions enhances comprehension
3. Compared to non-specialists, UX/UI professionals behave differently in concept and usability testing
4. If you listen hard enough, users will give the solutions they need
5. Teamwork works miracles
The project was fascinating and demanding. It started without a defined marketing strategy or prior research, relying mainly on personal preferences. The optimization tasks were numerous and could have been overwhelming, but our team effectively prioritized them. Despite working in a field not typically associated with creativity, we achieved an aesthetic outcome beyond our expectations. This project highlighted the power of collaboration and the pleasant surprises it can bring.
Designed a native app aimed at improving the experience for museum enthusiasts. Through its interactive features, it offers a more informative and engaging museum visit.
Concept | Native App | Leisure