Redesign for e-commerce site
shein
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Problem Statement.
Shein is a global fast fashion brand with a huge online presence. The challenge is optimizing their platform’s user experience to ensure smooth browsing, personalized shopping experiences, and efficient payment processes for millions of users worldwide. The current user interface, while functional, lacks customization features and intuitive flow, which can lead to user frustration and higher cart abandonment rates.
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Quantitative Research.
One of my top priorities is to collect and analyze objective data to create unbiased and measurable data on the user population.
Business Challenges
- User Retention
- Global Scalability
- Competitive Differentiation:
User Needs
The average time it takes for users to complete key tasks
- Personalized Recommendations:
- Streamlined Checkout Process
- Intuitive Navigation:
To resolve user needs
- Users need relevant product suggestions based on their preferences, browsing history, and shopping behavior.
- Users want a fast and simple checkout experience, minimizing steps and friction.
- Users need an easy-to-use interface to quickly find products and navigate between categories effortlessly.
Competitor Analysis
ASOS
Strengths:
- Strong global brand with a wide range of trendy products.
- Excellent mobile app experience with intuitive navigation and user-friendly design.
- Offers detailed product descriptions and high-quality images, improving customer trust.
Weaknesses:
- Less personalized shopping experience compared to platforms that offer AI-based recommendations.
- Slower shipping times in some regions compared to fast-fashion competitors like Shein.
Zara
Strengths:
- Seamless integration between online and in-store shopping, providing a unique omnichannel experience.
- High-quality product presentation, with emphasis on fashion-forward designs and quick turnover of styles.
Weaknesses:
- Limited focus on personalized recommendations and customer engagement through the online platform.
- App interface can be less intuitive compared to competitors with a focus on mobile-first experiences, like Shein.
user persona
Emily Carter
About
Age: 26
Location: New York
Education: Los Angeles, CA
Work: Social Media Manager
Description:
Emily is a fashion-conscious young professional who loves keeping up with the latest trends. She often shops online due to her busy schedule, seeking affordable, stylish options that fit her lifestyle. She values convenience and personalized shopping experiences.
Goals:
1. Find trendy, budget-friendly clothing quickly.
2. Discover new styles personalized to her preferences.
Pain points:
- Frustrated by a lack of personalized recommendations, leading to time spent scrolling through irrelevant items.ֿ
- Finds the checkout process cumbersome, often leading to abandoned carts.
User Flow
Taskflows
Scenario 1:
Browsing and Purchasing an Item
Emily wants to find and purchase a trendy outfit for an upcoming event.
Scenario 2:
Finding Personalized Recommendation
Emily wants personalized outfit recommendations based on her past purchases.
Screens
