Designing an e-commerce site for a new women tech-underwear brand.

Introduction

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What is a period-proof underwear?

My role

I. User Experience Strategy

1.1. User Research

What insights could we gather?

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"I have no idea how do you wash this kind of products. I would be scared of staining my other clothes." Julie, 31 yo

"It would make me try if I read that this product is 100% safe for my health." Sandra, 25 yo

"I think I would try if one of my friends would tell me that she is using it and that it works." Laura, 28 yo

Who is our user?

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What are her pain points?

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1.2. Problem Definition

So how might we provide an easy, transparent, self-explanatory platform so that women feel serene and confident to try and buy Smoon’s period-proof underwear?

1.3. Ideation

Which features?

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Information Architecture

Sitemap

User Flow

1.4. Prototypes & Usability Tests

Low and mid-fid prototypes

Usability tests

II. Branding Strategy

2.1. Brand Personality

Moodboard

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Logo

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Colors

Icons

Typo

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2.2. Advertising

Visuals

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Advertising Video

III. Growth Marketing Strategy

3.1. Validate our user target and adapt the content

3.2. Acquire first customers, learn from them and retain them

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Landing page
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Emailing campaign / Facebook page

IV. Results

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Homepage 1
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Homepage 2
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How it works page
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Shop page
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Product page
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Checkout page

V. What’s Next ?

5.1. Keep iterate on the UX designs

5.2. Continue growth marketing strategy & maximise ROI per KPI

Written by

Former Product Marketing Manager turned UX/UI Designer.

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