Infinite Goods

E-commerce Integration for Sustainable Fashion

ROLE
UX Researcher
UI / Interaction Designer

OVERVIEW

DURATION
3 weeks

PLATFORM
Responsive Design

Infinite Goods, a circular fashion retailer, upcycles waste into stylish clothing through collaborations with independent designers and aims to lead the charge for sustainable fashion.

Despite attracting over 3000 visitors, they struggled to convert these visitors into customers, resulting in only 1-2 sales per month.

Business Problems

Low Conversion Rate. The website experienced a low conversion rate during the month, recording only one purchase despite attracting 3000 visitors.

Ineffective E-commerce Strategy. The current approach lacks personalized experiences, recommendations, and essential information required to encourage users to make a purchase, hindering the ability to cater to individual customer preferences.

Proposed Business Solutions

Enhance navigation to create an intuitive and user-friendly user experience.

Utilize retargeting strategies by implementing campaigns to remind visitors about products they viewed but didn't purchase and offering incentives for returning customers.

Implement personalization by utilizing data analytics to tailor user experiences based on past behavior and preferences, and integrating a recommendation engine to suggest relevant products.

Bolster trust by enriching the platform with detailed product information and user-generated content.

Understanding Problems

Our research delved deep into user drop-off points and experience gaps in the e-commerce journey. Through interviews and usability tests on Infinite Goods, we learned that users viewed the platform more as an environmental education hub than a shopping site.

To address this, we conducted heuristic site evaluations and competitor analyses to align with users' mental models of e-commerce industry standards. This helped us identify key areas for improvement in Navigation, Shopping Experience, and Sustainability Integration.

Gathering Insights

We conducted interviews with 14 participants to identify user experience issues related to sustainable fashion. Our goal was to gain deeper insights into their awareness of sustainable fashion and its specific measurements. My team and I thoroughly tested the current website to pinpoint obstacles in the user journey, focusing on functionality, navigation, aesthetics, and sustainability guidance. We then distilled the findings from user responses into robust key takeaways.

Key Insight

The research suggests that the platform is more of an environmental education center than a shopping destination.

Building Empathy

Prior to embarking on the design, it is crucial to have a precise understanding of the audience you intend to cater to. Our team has meticulously crafted Corrine, a user persona, representing the quintessential Infinite Goods customer. Corrine is a style-forward, ethically-focused, progressive woman with a high income.

Problem Statement

By understanding Corrine's needs and identifying her pain points, we formulated a robust problem statement through the use of 'how might we' questions. This deliberate strategy enables us to empathize with Corrine's experiences and devise innovative solutions specifically tailored to address her unique challenges.

Consistency and Standards

Enhanced Navigation: Exposed Shop Categories for Intuitive Browsing

Tree Test Results

Following these improvements, I conducted a tree test on Optimal Workshop with nine new participants. Users were assigned tasks to locate items and navigate the site, enabling us to compare the effectiveness of the old and new navigation designs.

The findings highlighted challenges with the old navigation, particularly in locating a cashmere scarf within categories and finding information on sustainability scores and brand missions. On the other hand, the new navigation design proved to be more efficient and user-friendly.

30%

Increase Overall Success Rate

Information Hierarchy

Optimized Shopping Experience: Enhanced Shop Features and Detailed Product Insights for Confident Buying

Transparency and Discoverability

Sustainability Seamlessly Integrated: Accessible Practices for Aligned Values

Responsive Design

I developed a responsive site to accommodate the increasing number of mobile users based on our research indicating that over half of the users shopped on their mobile phones.

ig-mobile-mock-02.jpg

Style Guide

We kept the site’s clean and minimal appearance which users found pleasing. Although we were aware that Infinite Goods was undergoing a rebranding, we made a few minor changes to the design system to showcase their extensive range of products and their commitment to sustainability. To achieve this, we simplified the logo to a logotype, modified buttons, and icons, and refined the color palette. We chose a more neutral look to highlight the beautiful product editorial photography from the diverse designers.

Usability Test Results

We tested our high-fidelity prototype with 20 users via Maze to gather feedback. Users found it easy to purchase a tank top, rating ease of use 9.8/10, and rated aesthetics 9.4/10. However, the sustainability score comprehension rating was 7.4/10, needing further attention. Overall, users provided positive feedback on the website.

In your own words, what sets Infinite Goods apart
from other e-commerce retailers?

Clear purpose
of sustainability

ig-mock-screens.jpg

“The team did an incredible job. They went above and beyond in the number of things they’ve added to the project that weren’t even in the scope, like mobile iteration. Everything will be so useful and implemented by our team, and I’m already obsessed with the high fidelity they’ve put together. And I didn’t even realize we had such powerful imagery throughout our products.”

Client Feedback

–Aileen Lee, Founder

Reflections

Earning Trust
My research shows that users prioritize seeing how clothes fit and having clear information over sustainable materials. I learned that a successful e-commerce platform builds consumer trust and confidence.

Building a Lasting Community
I believe sustainable fashion aims to care for people and the planet. Consumers want to be part of this community, sharing stories through social media and reviews, which helps build long-lasting customer relationships.

Enhancing Product Visibility
During my research, I found numerous designer collaborations and striking editorial photography. By featuring these on the homepage, I added vibrancy and engagement for shoppers, enhancing the overall user experience.

Next Steps

Our team had a 3-week project time constraint, so we submitted a priority list to the client for immediate attention. However, we would like to further explore the following items:

• Reimagining the explanation of the Sustainability Score

• Establishing a ‘Certified Infinite Goods’ badge for brand recognition

• Monitoring the conversion rates to track improvements

• Incorporating social sharing features to encourage designers and consumers to build a more sustainable world.