That was not what they planned
Identità (whitch means "identity" in Italian), is a Brazilian brand and e-commerce that offers clothing, accessories and art items, founded in 2021 by Renata, Priscilla and Thiago. The brand have a blog to express their thoughts and stories about the artists and their work.
Unfortunately their website was developed in a hurry and they couldn't do it in the way they wanted. It didn't express their branding, the interface is generic, doesn't follow what they have as a references and clients report problems during shopping and during the checkout. The specific problems were:
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The website didn't express a Brazilian and artistic atmosphere
The layout is from a generic e-commerce, similar to a template, and doesn't represents their branding.
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They have younger users, but not younger clients
The founders want to achieve younger clients (25–34 years old) and Google Analytics showed us that most access on the e-commerce came from this public but who buys more are the 35–44 years old clients.
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Clients had problems during the checkout
Checking on Google Analytics, we found out that users usually give up. buying when they get on the required register, which is mandatory to continue the checkout.
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The checkout page didn't match with the website layout.
The color and designing changes and it makes users suspect about the website.
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Some items were hard to find
The categories are not clear and sometimes, clients can't even find the best-seller items!
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The shipping calculator was not visible
Even though this feature already exist, users don't even remember where it is on the website.
Who are the users?
With all this research in mind, we build two personas to represent the two types of users based on their age group.
Prototyping
After we designed the lo-fi and the hi-fi prototype, we designed the hi-fi with the solutions below:
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Bring a Brazilian atmosphere through the new layout and the images, which matches with the branding and attract the young clients.
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Reduce the check-out process to a simpler one and design it on the same pattern that the rest of the e-commerce layout is.
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Make easier to find the products inside the website.
You can test the desktop hi-fi prototype here:
You can also test the mobile version:
Next steps!
After we presented the project to the stakeholders and other designers, we've iterated feedbacks like the button and text sizes. Now we still working together with Identità, improving the project and currently working with developers to implement the new design.