Background
This project holds significant interest for me due to its focus on fashion and lifestyle, two domains that resonate deeply with my passion. I have had the pleasure of collaborating closely with the client, the esteemed Art Director, and the talented graphic designer throughout this endeavor. My contributions have been instrumental in shaping the design system, refining the functionality of the mobile application, and enhancing the user experience of the website. This immersive experience has not only honed my skills but also enriched my understanding of the intricate interplay between fashion, design, and technology.
My role
UX UI Designer, Visual Designer
Tools
Figma, Adobe Illustrator, Adobe Photoshop, Jira
Introduction
Dexter, a New York-based fashion company, offers high-fashion ready-made clothes and accessories made from premium materials. Each piece is crafted with meticulous attention to detail. Currently selling online but lacking its own store, Dexter aims to expand globally by establishing a dedicated e-commerce platform to showcase and sell its products.
Challenges
How can we create a brand identity that exudes safety, trustworthiness, and reliability? How can we appeal to common user interests?
Everyone desires to be well-liked and respected within their social circles and professional networks. Have you ever observed that the most popular individuals often don designer clothing and maintain a smart appearance? People inherently seek to enhance their status within the community, and being fashionable signals to others that you possess a sense of style and financial capability.
Approach
Create a brand identity that conveys safety, trustworthiness, and reliability by using dependable colors and design elements. Highlight quality, customer satisfaction, and positive testimonials in your messaging. Focus on security, transparency, and engage with the community through social media. Appeal to fashion-conscious users with style and sophistication, offer exclusive experiences, collaborate with influencers, and provide luxury opportunities to resonate with consumers seeking trust and fashionable status.
Project goals
Create online product store with secure payments, detailed descriptions, and promotions.
Add Blogs screen so user can able to get news about events and fashion.
Add user support/chat feature so user can able to connect and can ask his specific questions about product.
Information Architecture
At this stage of the process, I have gathered a wealth of information to understand user needs, concerns, and feelings. Now, it’s time to organize, structure, and label the content to help users find the information they seek. The product overview will assist users in understanding the brand and its products. Therefore, I have incorporated onboarding to provide an overview of the application and its services.
Low-fidelity Prototype
After defining the information architecture, I created low-fidelity designs to translate conceptual ideas into tangible layouts. These designs served as blueprints for the interface’s basic structure, layout, and functionality. Through iterative refinement and feedback, I aligned the designs with user needs and design objectives before advancing to higher-fidelity iterations.
Design system
The design system includes key details about the color palette, such as hex codes and transparencies, and typography, including font types, weights, and sizes. Additionally, I developed a collection of components with relevant variants, ensuring their reusability throughout the design process.
BRINGING IT ALL TOGETHER
At this stage, all that’s left is bringing all the elements together— the features defined in the initial mockups, the app layout derived from the sitemap, and the UI features according to the design system.
Product Collection
The new collection will be prominently showcased on the home page, providing users with a vibrant gateway to explore and discover the latest trending products effortlessly. By seamlessly integrating all product categories on the Product Catalog search page, users are empowered to delve deeper into a diverse array of offerings, enhancing their browsing experience and enabling them to find precisely what they’re looking for with ease.
Product view and details
The product details are conveniently accessible for users to explore in-depth. In addition to a thorough product description, I have integrated a comprehensive list view showcasing the materials used in the product, along with detailed care instructions. This approach ensures that users have access to a wealth of information, empowering them to make informed decisions and enhancing their overall shopping experience.
Shopping bag & Favorite
Users can easily navigate through the interface to explore a curated list of products that they can conveniently add to their shopping bag for smooth and efficient purchases. Furthermore, I have thoughtfully integrated a dedicated favorite products page that allows users to effortlessly save and revisit their most preferred items, enhancing their overall shopping experience with personalized convenience and tailored recommendations.
Blogs & News
The blogs page is conveniently accessible from both the home screen and the user’s profile screen. Users will receive notifications when new blogs or news articles are published, ensuring they stay updated with the latest information. This feature enhances user engagement and encourages regular interaction with the platform, fostering a sense of community and providing valuable content to users.
Chat & Notification
The chat feature serves as a robust support portal where users can freely ask questions about products and upcoming events. Additionally, users will receive timely notifications regarding exclusive discount offers and upcoming product releases, ensuring they stay informed and engaged with the latest updates and promotions. This interactive platform aims to enhance user experience by providing personalized assistance and keeping them informed of exciting opportunities within the platform.
Final Thoughts
After releasing a private beta version to test the results in a controlled environment, several adjustments were made post-launch. Thanks to the insights gained from previous research and usability tests, we were able to establish a strong foundation for scaling the app effectively.
Given that most individuals seek apparel that aligns with their personality, it is imperative to craft clothing that strikes a balance between functionality and aesthetic appeal to cater to diverse preferences. With this objective in mind, the application boasts a clean, minimalist, and modern design. This project provided a rewarding opportunity to delve deeper into the fashion industry, allowing for continuous learning and growth in this dynamic field.
