Leading Ladies LA Website Redesign

Revolutionizing Bridesmaid Dress Shopping

As I chatted with the founders of Leading Ladies LA, their passion for inclusivity and quality bridesmaid dresses was contagious. But behind their enthusiasm, they shared a lingering concern – the increasing rate of returns due to ill-fitting custom-made dresses. Turns out, bridesmaids were struggling to take accurate measurements at home, making it a challenge to ensure the perfect fit. This sparked our mission: to create an intuitive and enjoyable customization journey that would leave both bridesmaids and founders grinning from ear to ear.

Project Overview

This case study details my individual project with LeadingLadiesLA, conducted during my UX/UI bootcamp experience at DesignLab.

DURATION

5 WEEKS

TOOLS

FIGMA

ROLE

UX DESIGNER

PROBLEM

Customers struggled with taking measurements and determining the right size, leading to low conversion rates and non-refundable custom orders

PROPOSED SOLUTION

To address these pain points, we propose the integration of a web-based AR body scanner that assists customers in taking accurate body measurements, along with a website redesign that optimizes the customization journey and website navigation.

Research Overview

We employed a comprehensive research approach, utilizing a variety of methods to align project goals, evaluate competitors, understand market and user behavior, prioritize focus areas, and identify areas for improvement.

The first stakeholder meeting with the business owners revealed that:

  • Sizing and measurement issues

  • Complaints due to wrong sizing

  • Low conversion for custom fittings, try-on programs

  • Inaccurate representation of the brand identity

Moving forward, we decided to perform a usability audit to uncover specific challenges hindering customer engagement. Our goal was to derive actionable insights for improving conversion rates and brand representation, focusing particularly on customization.

Usability Auditing

For this usability audit, we utilized Nielsen’s Usability Heuristics to assess the Leading Ladies LA website. Our evaluation focused on the following key aspects:

OUR LEARNINGS

  • Home page is too cluttered, product pages offer no guidance

  • Inconsistent use of font styles/weight/size across various content type

  • Hierarchy inconsistencies

  • The website inadequately communicates its offerings, blurring the distinction between regular product listings and customizable options.

  • The choice to customize is obscured within the size selection.

  • Custom button not prominent for users to discover

  • The home-try on and swatches services, like the customization feature, are under-emphasized and inadequately explained, risking missed engagement opportunities with potential customers.

  • The customization journey on the site lacks guided assistance, fostering user insecurity about their choices. The generic size guide does not cater to unique body shapes and sizes, leading to inaccuracies and undermining user confidence in the fit of their customized dresses.

Post the usability audit, we carried out a competitive analysis to understand industry standards, explore successful strategies implemented by competitors, and identify potential opportunities for differentiation. This would allow us to bridge the gaps identified during the audit and position Leading Ladies LA more effectively in the market.

The analysis revealed that Leading Ladies LA can enhance its unique position through improving user experience and brand visibility, with a focus on refining the customization journey and increasing online presence to outshine competitors in the bridesmaid dress industry.

User interviews were conducted after to directly explore the users' unique pain points, particularly around sizing and customization. These interviews no only helped us empathize more deeply with user struggles but also enabled us to shape a tailored design solution.

Through affinity mapping, we sorted and grouped similar themes and ideas from the interview transcriptions and identified the following insights which enabled us to highlight key user needs and challenges to inform our future design decisions.

Uncovered Insights

Meet Jennifer

Aligning Business and User Goals

In this project, our primary focus was to balance the needs of the business with those of the user. We aimed to improve the online shopping experience for customers like Jennifer, addressing their concerns about sizing and product trust, while simultaneously driving sales for Leading Ladies LA. By enhancing the website navigation, customization journey, and incorporating innovative solutions, we sought to create a seamless, enjoyable shopping experience that would ultimately benefit both the users and the business.

So, how might we make the customization journey more intuitive for Jennifer?

Unleashing Creativity: The Brainstorming Process

IDEATION

Customization journey and website navigation are not intuitive, user-friendly, nor efficient, leading to customer frustration and low conversion rates

In our brainstorming sessions, we employed a range of strategies to generate an extensive list of ideas. One approach we utilized was the "six thinking hats" technique, where we considered the most feasible, expensive, magical, and cost-effective ideas. Another method involved brainstorming both the worst and best ideas, followed by dissecting the reasons for their effectiveness or drawbacks. These diverse techniques allowed us to thoroughly explore different perspectives

Prioritizing Solutions and Setting Product North Star

PRIORITIZATION

After generating a wide array of ideas through our brainstorming sessions, we carefully analyzed and prioritized each solution to determine the most effective approach for our project.

We agreed on a phased approach, prioritizing the initial website redesign for a more intuitive and user-friendly experience. This approach will lay the foundation for integrating web-AR technology, enabling Leading Ladies LA to make incremental improvements towards a seamless online shopping experience

WEBSITE REDESIGN

A website redesign was crucial for Leading Ladies LA as it presented an opportunity to address existing usability and clarity issues. This enhancement was targeted to streamline the user experience, boost customer satisfaction, and potentially drive higher sales conversions.

The emphasis was on enhancing website navigation and visual design that can accurately and consistently reflects the brand values.

1

REDESIGN/REFINE CUSTOMIZATION JOURNEY

Refine the user journey of the customization process, which includes the stages of initial product exploration, body measurement capture, personalization of style and size preferences, visual preview, and finally, order confirmation.

Elevating the customization journey was vital for Leading Ladies LA to address their key challenge: sizing and measurement discrepancies. By creating a clear, user-friendly customization process, we aimed to enhance customer confidence, improve satisfaction, and boost conversions

2

IMPLEMENT WEB-AR BODY SCANNING

Integration of web-AR body scanning technology to enhance the customization journey by helping customers easily capture accurate body measurements and create digital avatars for realistic visualization of their fit.

3

GUIDED WALK-THROUGH

Implementation of a guided walk-through for those who prefer manual measurements, offering an alternative to the AR body scanner.

The guided walkthrough plays a vital role in simplifying the customization process and boosting user confidence. By offering step-by-step instructions and interactive elements, users can navigate with ease, resulting in more accurate measurements and a seamless user experience.

4

5

PERSONALIZED MENU OPTIONS & VIRTUAL TRY ONS

Personalized shopping experience for users, allowing them to view products on their digital avatar or on regular models.

Empowering users to visualize how products will look on their own digital avatar or on regular models. By providing this capability, users can make more informed decisions about their purchases, leading to increased confidence, reduced returns, and an overall enhanced shopping experience.

USER FLOW

Optimizing user journey

Our site map, driven by user research and insights, outlines three primary task flows focused on the customization journey:

  • Simplified AR scanning and measurement

  • Alternative manual measurement guide

  • Personalized product browsing experience

This framework, supported by our understanding of user needs and preferences, serves as the foundation for informed design decisions moving forward.

INITIAL SKETCHING

Conceptualizing the User Experience

We began by translating our ideas into rough sketches, exploring various layouts and interface components that align with our identified user goals and the streamlined customization journey. The wireframe will also serve as a reference for major stakeholders before we commit to digital wireframes.

LO-FI WIREFRAMES

Establishing Structure and Flow

Next, we transformed our sketches into low-fidelity digital wireframes, enabling us to test and refine user flows, establish a clear hierarchy, and address any usability issues before moving on to the high-fidelity stage.

In this phase, we recognized that our initial design overly emphasized the customization journey at the expense of the core business. Consequently, we restructured the homepage to highlight all our collections and incorporated a call-to-action (CTA) to introduce the customization feature. Additionally, we allocated a separate page to introduce the customization process and seamlessly integrated customization options within the product browsing experience.

Refining Visual Design and Interactions

HI-FI WIREFRAMES

With a solid foundation in place, we developed high-fidelity wireframes, incorporating visual design elements and fine-tuning the user interface to ensure a seamless and engaging experience.

In our high-fidelity prototype, we improved the user experience by breaking down the instruction screens into three separate screens, each focusing on a specific part of the user journey. This approach simplifies the process and allows for easier understanding, enabling users to follow each step more effectively and efficiently.

Understanding what work and what doesn’t

PROTOTYPE & USABILITY FEEDBACK

To gather valuable insights and assess the effectiveness of our design solutions, we conducted usability testing with a sample of five representative users in a moderated setting.

The primary objectives of the usability testing were to evaluate the usability, intuitiveness, and overall user experience of the redesigned website and customization journey.

The participants were highly drawn to the new website design, noting its premium and visually appealing aesthetics. They particularly appreciated the feature that allowed them to view dresses on their avatar. However, during the usability testing, we identified significant issues with the task flow and AR scanning process, which hindered the overall user experience:

1. Unclear Instructions

PROBLEM

Participants encountered difficulty in understanding the instructions provided, particularly regarding how to position the device on the floor against a wall and determining the appropriate distance from the wall. This lack of clarity led to confusion and potential errors in following the instructions accurately.

ITERATION

Provide clear and concise instructions on how to position the device on the floor against a wall, including specific guidance on the distance from the wall. Use visual aids or animations to supplement the instructions and ensure participants have a clear understanding of the required actions.

2. Privacy & Safety Concern

PROBLEM

Participants had about privacy and safety, as they believed they needed to undress to their underwear for accurate measurements. This misconception raised discomfort and reluctance to proceed with the scanning process.

ITERATION

Clearly communicate that participants do not need to undress to their underwear for the scanning process. Assure participants that their privacy will be protected and that only necessary measurements will be taken. Consider adding a privacy statement or a FAQ section addressing common concerns.

3. Illogical Sequence

PROBLEM

Participants faced challenges when instructed to turn on selfie mode and simultaneously place the device on the floor against a wall. The sequence seemed contradictory and led to confusion about the correct order of actions.

ITERATION

Streamline the process by eliminating the "activate selfie mode" step. Once users place their phone on the ground, the camera and voice guidance will automatically activate, providing a more intuitive and logical sequence of instructions. This improvement simplifies the user experience, making it easier for participants to follow the instructions without unnecessary confusion.

REFLECTION

Reflecting on lessons learned

Throughout this project, I faced various challenges, such as envisioning the best possible solution and determining suitable technology. I learned the importance of teamwork, effective communication among stakeholders, and the need for an open mind when developing solutions.

This experience has taught me to employ a more iterative and testing-driven approach in my future work. In hindsight, focusing on feasible and practical solutions rather than futuristic innovations would have been more effective.

Moving forward, collaborating with the tech team and conducting further usability testing will be crucial to refining the solution. This project involved exploring a wide range of ideas, ultimately choosing a solution that is not yet widely practiced, which required embracing uncertainty and making informed assumptions.

We need to discuss with development and engineering team to ensure technical feasibility and the implementation of the feature. We need to ensure a holistic approach that combines user experience considerations with technical capabilities.

Despite the challenges, I am proud to have developed a solution that addresses users' needs and business goals while pushing the boundaries of innovation.