- May-June 2024
- UX Researcher · UX/UI Designer
- E-commerce
- Figma
Rethinking product discovery for iBlues
UX Research with proposed design improvements to increase customer acquisition and conversion rates for an e-commerce website of an Italian fashion brand
TL;DR
- Background
- iBlues is an Italian fashion brand, part of the Max Mara Fashion Group in the mid-range segment. Its positioning is effortless glam aimed at bold, and curious women, who love keeping up-to-date with the latest trends whilst being elegant and professional.
- Problem
- New users found it challenging to browse and refine product listings effectively due to inconsistent and restrictive category navigation as well as insufficient filtering options. This led to lower acquisition and high drop-off rate of shoppers at the decision stage.
- Approach
- For this case study, I have done UX Research, outlined the opportunities, and designed potential solutions in Figma. The focus has been the desktop version of iBlues.it
- Outcome
- I have identified the issues first time users face while interacting with iBlues online store, prioritised and outlined key pain points and opportunities for improvements with proposed design solutions.
- Role & responsibilities
- UX Researcher & UX/UI Designer
- Timeline
- May – June 2024
- Scope
- Competitive research, user testing, research summary, design suggestions (product discovery, filtering, sorting)
Full case study coming soon. Meanwhile you can find it on Behance