CLIENT

CareerFoundry

ROLE

UX/UI Designer

TIMELINE

May 2022 - June 2022

TOOLS

Figma

SUMMARY

My role as the UX/UI Designer for this project was to create a responsive website/web app for people who want to shop for key items without going into a physical store. I decided to go with an online store that sells ethical and sustainable clothes and home essentials -  ITHAKA. 

 OVERVIEW:

Users do not have the time or ability to visit physical stores and would rather buy their goods on the go or from home. It would be more convenient shop online and help everyone find products quickly and easily to match their particular needs. The product allows users to purchase their desired good and have them delivered to any address. 
 

THE PROBLEM:

The problem that will be solved with this is app is for people who want to shop for key items without going into a physical store. This online store is particularly valuable for people who struggle to find items they want in a traditional stores. Most of the users will be proficient with technology but will greatly benefit from basic navigation and clean design. This product should be able to be used on commutes to and from work, in the evenings, during lunch, breaks, and on weekends. 

THE SOLUTION: 

Ithaka will be an online web responsive online store that sells sustainable clothing and home essentials at affordable pricing. The brand focuses on ethical sourcing of the clothing sold at the store. It emphasizes inclusivity, comfort and elegance for the user. Clean and simple UI Design paired with functional user flows to ease the process of shopping online. According to the brief, the ideal user for the app is someone that seeks not going to a physical store for items not generally found in stores, shows inventory that can be filtered, and easy checkouts with variety of options. Users can easily shop from anywhere they can connect to their internet, whether on a mobile device or on a desktop.

User Stories

"As a customer, I want to be able to place multiple items in the shopping cart, so I can purchase more than one item at a time."

"As a new customer, I want to access the inventory without having to register."

"As a customer, I want to there to be a variety of payment options, so that I can choose the payment method that suits me best."

"As a customer, I want to have access to advanced filtering options, so that I don't have to browse through a lot of purchases and search history." 

User Flow & Wireframes

With the project brief clearly defining user stories, the diagram below demonstrates the entry points the user would encounter and the different functionalities that ITHAKA will provide. 

User Flow displaying the functionalities and actions that the user will go through. 

Paper Wireframes displaying the web-responsive screens at different breakpoints and screen flows. 

Mid-fidelity wireframes

Moodboard

User Stories and Feedback after user testing with prototypes.

High Fidelity Wireframes for web-responsive and user flow screens.

Final Mockups

Reflection

The brief for this project was highly specific on what was expected of the designer. I think that with the help of testing feedback and seeing other clothing app in the market I was able to hone in on the concept of ITHAKA. As always, I wish I had a more varied group of individuals to view my prototypes, to get in depth idea of the mentality of the user. Overall, I had fun designing this project and enjoyed coming up with the idea of an online clothing and home essentials app store that offered sustainable and ethical solutions to the user who can't find these items in a physical store. I think the most challenging portion was creating the different payment screen and checkout screen to ensure that it flowed with no pain points. I believe that I was able to deliver the needs of the user and given more time I would love to revisit this project and more features.