Designing Tobi’s Ecommerce Website and Mobile App
The Challenge
Addressing Pain Points in Fast Fashion
Tobi, a renowned name in women's apparel, needed to enhance its online shopping experience but faced several challenges:
High Bounce Rates: Shoppers were leaving the site without making purchases.
Complex Navigation: The site had a convoluted structure, making it difficult for shoppers to find desired products.
Lack of Personalization: Shoppers did not feel a personalized touch, which is critical in fashion retail.
Suboptimal Mobile Experience: The mobile site was not optimized, leading to poor user experiences on handheld devices and there was no mobile app.
Strengthen Brand Identity: The design did not reflect Tobi’s brand image – trendy, youthful, and vibrant.
Team
Timeline
Responsibility
Research
Strategy
Design
Prototyping
Project Management
Studio
Brand
Results
The Solution
Designing 4 Solutions
I built 4 features, in addition to the basic site.
Predictive Search
I redesigned the search by adding predictive search and incorporating image recognition. Now, you can simply upload or snap a picture to find what you're looking for without having to type a single word!
Advanced Dynamic Filters
I added dynamic filters that automatically update available options based on current selections, providing a more tailored search experience.
High Quality Brand Images
I oversaw the construction of our studio and led a talented team of photographers to create high-quality brand images for our website.
Streamlined Checkout Process
I added a guest checkout option, enabling purchases without mandatory account creation. I reduced the number of fields and steps needed to complete a purchase. Collaborating with the engineering teams, integrating various payment methods, including digital wallets and buy-now-pay-later.
Discovery
Understanding User Behavior and Needs
Analytics tracking and user research helped identify pain points and opportunities:
Heatmaps and Analytics: Analyzed user interactions to pinpoint drop-off points and popular areas.
User Surveys: Gathered feedback on user preferences, challenges, and expectations.
Competitor Analysis: Studied successful fast fashion e-commerce sites to benchmark and draw inspiration.
Design
Exploring Navigation Concepts
Concept 1: Simplified Navigation
Users can conveniently navigate through a straightforward menu structure with key categories and subcategories clearly displayed.
Concept 2: Mega Menu
Shoppers can explore a menu that displays all categories, subcategories, and featured items in a single, expansive dropdown.
Concept Testing
Concept 1 was the Clear Winner
After Usability Testing
The final concepts
Launch
Planning Sprints and Continuous Product Discovery
Breaking down the project into milestones
Outcome
I drastically reduced bounce rates and increased conversions
Reduced Bounce Rates: Improved navigation and personalized experiences led to a 71% decrease in bounce rates.
Increased Conversions: Streamlined checkout and mobile optimization boosted conversion rates by 38%.
Higher User Satisfaction: Positive user feedback on the new design, reflected in 85% customer satisfaction scores.
71%
Reduced Bounce Rates
38%
Increased Conversions
85%
User Satisfaction Score
Conclusion
To ensure continued improvement, I left the team with 2 future concepts to consider:
Favoriting items
This helps customers save products they are interested in for future reference.
Shopping bag preview
User hovers over the Cart text link in the top nav to open the Cart Preview. The preview closes up if they hover anywhere outside of the dropdown box.
