VCN clothing is a clothing brand based in Cleveland, Ohio
Designed in Figma
My Role & Responsibilities
Lead UX Designer
Wireframing, prototyping, and conducting user test
Project Duration
9/24-10/24
Challenge
The original website had a cluttered layout, unclear navigation, and a complicated checkout process, leading to a high cart abandonment rate. The goal was to create a cleaner, more intuitive shopping experience to increase conversions.
Client
VCN clothing
Goal
By using this website users will be able to easily navigate and purchase the clothing they want without running into any issues.
Wireframes
These are the wireframes the home page and the product page.
Paper wireframes
Low Fidelity Mobile Wireframes
User Testing Insights
User testing showed that customers struggled to find product categories, so I improved the navigation. By simplifying navigation and reducing checkout steps, we expect a lower drop-off rate in the shopping process. These improvements aim to reduce cart abandonment and increase conversions by making it easier for customers to find and purchase products.
Hi fidelity prototype
To validate the new design, I conducted usability testing with 3 participants to measure how easily they could complete core shopping tasks.
Usability Test Objectives:
Select the Baseball shirt
Add the shirt to your cart
complete the checkout process
Of the three tasks, all task were completed easily by all participants. All participants were impressed with the visual design and how simple the navigation was.
Key Findings:
All users successfully completed the tasks, demonstrating that the new navigation is intuitive.
One user initially struggled to find the checkout button, so I adjusted its placement for better visibility.
Users praised the clean UI and simplicity, making the shopping experience feel smoother.
Of the three tasks, all task were completed easily by all participants. All participants were impressed with the visual design and how simple the navigation was.
Conclusion & Next Steps
This redesign enhances VCN Clothing’s user experience by streamlining navigation and checkout. This redesign is expected to increase conversions by making the site more intuitive, visually engaging, and reduce cart abandonment rates. Future iterations will focus on further refining the design based on continued user feedback.
If you’re looking to improve your e-commerce experience and increase conversions, let’s connect!