UIUX Design-2
FASHIONGO Essentials Project
Overview
Background
FashionGo, a leading B2B e-commerce platform, launched the Essential Shopping page as one of its primary initiatives to enhance the shopping experience for buyers. This exclusive program featured VIP vendors, providing buyers with a curated selection of must-have products. The goal was to increase visibility for these vendors while streamlining the purchasing process for buyers.
My Role
As the Senior UI Designer, I collaborated closely with the Product Manager, UX Designer, UX Researcher, and Marketing Specialists to create a visually compelling and conversion-driven interface that aligned with FashionGo’s business goals.
UX Approach
Research and Discovery
Conducted usability tests with buyers to identify pain points and challenges in partnership with the UX research team.
Analyzed user behavior and purchasing trends using data analytics, assessing feedback from buyer interactions.
Researched competing B2B e-commerce platforms to identify best practices in promoting free shipping incentives.
Collaborated with stakeholders to map potential user scenarios, translating complex purchasing behaviors into actionable design insights for an optimized Free Shipping experience.
Definition and Ideation
Mapped out user journeys to identify major friction points in the Free Shipping experience.
Applied progressive disclosure principles to clearly communicate Free Shipping eligibility and benefits without overwhelming buyers.
Redesigned key UI elements to highlight Free Shipping offers and streamline the purchasing process.
Designed a visually engaging and intuitive interface that effectively promoted Free Shipping, enhancing user engagement and purchase conversions.
Implementation
Refined the Essential Shopping page to align with FashionGo’s design system, ensuring a cohesive and intuitive interface.
Introduced clear product categorization and filtering, allowing buyers to quickly find VIP vendor products.
Optimized the shopping experience by enhancing product visibility and highlighting exclusive deals for increased engagement.
Refined the design through iterative testing, ensuring every update addressed real buyer needs and improved conversion rates.
Challenges and Solutions
Challenges
The primary challenge was to design an interface that effectively showcased VIP vendors and their products while ensuring an intuitive and seamless shopping experience for buyers. The design needed to encourage purchases without overwhelming users with excessive information.
Issue
Early research indicated that buyers had difficulty discovering and differentiating VIP vendors from standard listings. Additionally, the lack of a structured, engaging layout made it harder for buyers to navigate and make purchasing decisions efficiently.
Solution
To address these challenges, I designed a clean, engaging, and user-friendly interface that:
Enhanced product visibility by featuring VIP vendors prominently.
Implemented intuitive filtering and categorization, allowing buyers to quickly find essential items.
Applied progressive disclosure principles, ensuring that key product details were easily accessible without cluttering the page.
Designed a visually appealing banner system to highlight promotions and exclusive deals.
