Shop Main Website— Case Study

This case study documents the design process and key learnings I experiences as I completed my 2 week Project sprint in The UX Design Professional Program at RED Academy.
Project Timeline | 2 weeks


I was tasked with creating a single, multi business marketing website and e-commerce store for all the boutique mens fashion stores on main street. The business associations goal is to increase sales of all boutique shops, educate shoppers on basic info for each store, increase social media engagement and create a customized online experience for shoppers.


  • I started by identifying the potential users are. Men who live in Vancouver and already shop at any of the mens clothing stores on main street and men who shop at stores that cary similar styles in similar price ranges. In order to narrow my research interviews
  • identify users
  • create target user persona
  • research methods: interviews, contextual analysis, competative analysis
  • screener questions
  • interview questions
  • interviews
  • contextual analysis (jimmy, instagram, fittings, full wardrobe
  • competitive analysis (Shop4th, Bonobos fit program, Main street stores)
  • user personas and needs
  • Primary Nick (2yr fashion cycle, discovery phase, values local, convince, $$ fit & quality, fashion as a solution, wardrobe static, preference for online shopping, returns)
  • Jimmy (continuous fashion cycle, ever-evolving wardrobe, freshness, discovery is primary, preference or IRL

How did you conduct the research? 
What’s the interview script? 
What are the key findings you derived from the interview? 
Who is the user? 
Include persona image. What goal do they have? What limitations?
What other apps solve a similar problem? 
How do they compare/contrast? 
What other products exist in this domain/industry? 
Include any relevant domain/competitor research.

- goals
- questions
- link trends in research to inform personas, user goals and tasks
- Explain challenges of project and user
- Explain how questions/goals for the project influenced choice in deliverables

User Personas


  • User Scenarios (Nick & Jimmy)
  • Nick key story and user story (new item)
  • Nick key story and user story (returning)
  • Jimmy key story and user story (hunt cycle)

How will the user go through the app and achieve their goal? 
Feature list and user flow
Affinity diagrams, sketches, whiteboard sketches.
Storyboard, Use cases, User stories.

What features are required based on what you know about your user? 
How did you prioritize those features?

- synthesize research into clear points
- user problems and goals
- AI, user flows, prioritization, scenarios
- High level planning visualized
- Charts, graphs diagrams, photos


  • About (store front photos, owners, shop stories)
  • Image based, this is a fashion & lifestyle website
  • Visual Hierarchy (Shop Now, Add to Cart, Checkout)
  • Hero Photo (Main Street brand, local, edgy)
  • Look Book (understanding brand, increase social media engagement)
  • Discover (style discovery, on going marketing, social media engagement)
  • Browse (simple, simple categories, simple filters, don’t reinvent the wheel)
  • Product (simple, quality, fit, validate, discover)
  • Checkout process (graduated steps, account creation, fit profile)

- Correlate design decisions to research and planning
- Solutions and iterations of design form sketches to high-fi designs
- Hurdles encountered in design and team process
- Prototyping shown to test rich interactions

Testing & Iterations

  • About Section (about, pagination)
  • Look Book (shop store now)
  • Xs on shopping cart
  • “Find you fit” to “Find Your Perfect Fit”
  • Account Creation
  • Browse view

-Include scope, scenario and key findings of your usability test.


  • realizing I had a second significant user profile
  • underestimating time in
  • Pros of medium fidelity
  • paper is 10x faster than digital

- Identifies hurdles met along the way (project, process, teamwork)
- How you overcame hurdles (iteration, process, direction change)
- Application of previous learning
- Results + learnings in reflection
- Key changes, goals/needs met

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