My Role

Product Designer Timeframe: 2 Weeks Design Tools: Figma

Summary

Redesigning the Urban Outfitters’ e-commerce website across desktop and mobile. The main goal is to improve user experience and user interface leading to more purchases

The Brief:

I was tasked with identifying 5 problem areas within the website journey experience across mobile and desktop screen sizes. As a UX/UI designer, I will use my design thinking to solve these problems and demonstrate my ability into responsive design.

My Goals:

• Reduce complaints from customers about their online experience
• Improve user journey using the appropriate UX Laws
• Increase in online sales

My Design Process

Problem Statement

An e-commerce site should be designed to provide a pleasant experience for customers. There are a number of elements within a site that can deter users from purchasing a product. Below are the 5 problems I have identified and the repercussions it could have.

Introduction

eCommerce in the UK

Ecommerce is defined as the buying and selling of goods and services over the Internet. It is easier to attain notoriety online therefore making it easier to advertise and sell products to the target audience.

The United Kingdom appeared to have Europe's biggest B2C e-commerce market with the country's e-commerce revenue in 2019 amounting to 693 billion GBP according to Statista (2022). The evolution of the internet alongside technology has seen a rise in online marketing and shopping for consumers. This has shaped the way consumers view brands and communicate with them. New opportunities have arisen from this as well as threats towards retailers.