Overview
Dexter Inc. is a company that offers innovative solutions for enterprise clients, focusing on providing seamless digital experiences. I was brought on as a UX/UI Designer to enhance the user experience across their platform and create a visually appealing, intuitive design. The goal was to improve user engagement and streamline the platform’s functionalities for a smoother user journey.
Role
UX UI Designer, Visual Designer
Collaborators
Developers, Project manager
Responsibilities
UI design, UX research, Brand Identity, wireframing, design system
Challenges
The Dexter platform had a complex feature set that often confused users, particularly newcomers, due to its unintuitive navigation. There were also issues with design consistency across different pages, creating a fragmented user experience. Additionally, the lack of a clear onboarding process made it difficult for new users to get up to speed quickly, contributing to a steep learning curve and user frustration.
Approach
To address these challenges, I began by conducting user research through interviews to uncover pain points and understand user expectations. I then designed wireframes and prototypes to iterate on user flows and refine the visual direction. A design system was implemented to ensure consistency, while simplifying the navigation structure to create a more intuitive experience. I also developed an onboarding flow to guide new users through the platform, making it easier to get started and reducing friction.
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.
User Flow
The user flow starts with a clean and minimalist homepage that directs users to essential features, followed by an easy account setup process. Once logged in, users are taken to a personalized dashboard that aggregates key metrics. From there, they can explore various features through a simplified menu structure, taking action via clear calls to action. The flow is designed to ensure users can quickly find what they need, with support and feedback options available for seamless assistance.
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.
