Machino

Designing a memorable & intuitive shopping landing page

A homegrown fashion brand faces a world of difficulties in penetrating such a saturated industry. How can the brand's landing page enhance the user experience by incorporating elements that will make the experience resonate and be more delightful for our users?

UI/UX Design

User Research

Product Strategy

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[About]

SUMMARY

KEY RESPONSIBILITIES

Saw out the entire process end-to-end, from research to design to implementation.
Conducted preliminary research into competitors, developing low-fidelity wireframes.
Liaise directly with clients on a weekly basis to showcase progress of development and obtain feedback for iteration.
Developed the website on Shopify.

LENGTH

3 weeks

MY ROLE

UX Researcher, UI/UX Designer, Web Developer

STAKEHOLDERS

Client - Brand CEO

Client - Brand COO

Software Engineer - Consultation

PRIMARY OUTPUT

Website Homepage

THE PROBLEM

Make Homepage Stunning

The clients are in the fashion industry where aesthetics is everything, and they want their online storefront to reflect their brand's stance. They had a list of brands that they wanted to emulate and sections of the website that required custom HTML and CSS coding to produce.

GOALS, HMW

USER CONVERSION

How might we better communicate Machino's brand values?
How might we guide users better to transacting and interacting on Machino's website?

USER RETENTION

How might we reduce the drop-off rates of Machino customers without dark patterns?
How might we craft an intuitive user journey through the homepage?

STEP 1: EMPATHISE

Understanding the Client's Needs

Before starting any research, it was important to understand the existing brand and expectations from the clients. This will help identify what to look out for when identifying websites to conduct competitor analysis. I conducted a discovery interview with the clients and a questionnaire to develop a solid creative direction.

STEP 2: DEFINE

Approaching the Problems One-by-One

When researching, I start by listing down the problems that need addressing and the constraints that I need to adhere to. I will then proceed to design solutions for each problem, allowing me to provide thorough solutions while prioritizing issues based on level of importance. By breaking down the design process this way, I'm not overwhelmed with the major task at hand, and its also very satisfying to take a step back and see the big picture at the end of zeroing in on things.

In this phase, I shared the collection of my research findings, competitor analysis and suggestions to the clients.

STEP 3: IDEATE & PROTOTYPE

Collaborating and Iterating

One of my favourite phases of the design process is scouring the internet for ideas and solutions, and bouncing them off friends and family within the target audience to see what they have to say. Its also really interesting to learn how I can approach the problems better and see them through the eyes of clients from different industries.

I keep close contact with my clients via WhatsApp and update them whenever a new development is made in the project. This approach also promotes buy-in and confidence in the clients, and reduces the amount of effort wasted during this highly iterative phase, leading to better implementation and execution of the project.

STEP 4: DEVELOPMENT

Implementing the Website on Shopify

Once the groundwork is set, I start implementing the solution piece by piece. I have a software engineer friend to turn to when I hit any technical constraints. I also consult them for edge cases and how to address them in the implementation.