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Shein

Web redesign of an e-commerce 

The project was made as part of the UX/UI Course at

Netcraft Academy, November 2020.

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Shein - top

Goal

In this project, my task was to redesign an existing e-commerce site down to its product page.

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The site that I chose was "Shein," an international fashion brand. My challenge in this project was to present a sequence of actions for purchase down to the requested product page.

To meet the challenge, I compared the "Shein" site to three other

e-commerce sites:  "Club Factory," "Romwe" and "Asos." 

 

All those sites are similar to each other in their content and I've examined them from 3 different aspects: 

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  • Personalization

  • Products displaying

  • General feel and style

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Research

Preliminary

These are some of the findings that were positive to me:

Personalization

  • The Separation between women and men in terms of products displaying.

  • Using the customer's private name while hovering on the user icon (for those who registered).

  • Personal suggestions throughout the process. For example: "You may also like," "Recently viewed," etc.

  • Friendly language like "Hi Yafit," "Welcome back," "No worries - you'll find them in your saved items," etc.

  • Displays products tailored to the country you are coming from

  • Displaying four products in a row allows you to see the products clearly enough.

  • Using the "Load more" button - helps the users to explore more products.

  • Indication of how many items I saw and how many remained.

  • Indication of how many pages I saw and how many remained.

  • Using high-quality images.

  • Adding a video of the product. 

Products displaying

General feel and style

  • Refined and aesthetic style.

  • Feeling of order and easy orientation on the site.

  • A sense of consistency and stability throughout the stay at the site.

  • A feeling that there was a thought about how to create a good user experience for me.

Prototype

Shein_.png

In my redesign of "Shein," I implemented some of the  positive findings that I just mentioned:

Web redesign

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Decisions

There are quite a few decisions to be made in building

an e-commerce site, these are some of the decisions I've taken:

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1

Reducing the category options in the secondary bar navigator.

 

I thought that 5 categories were adequate to provide users a good overview of the site and quick access to all the different types of items.

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2

Using a megabar with a vertical list of the main categories on the left side and utilizing the horizontal part to display another division of the categories - by rooms, with images.

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I wanted to make the megabar more visual and clear.

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Screen Shot 2021-04-03 at 14.38.10.png

3

Using the "Load more" button.

 

I've learned that the "Load more" button is better than "Pagination" because it is faster to use and allows the users to explore more products.

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4

Using a horizontal filtering bar.

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I decided that the horizontal filtering bar was better than the left-sided one regarding convenience and efficiency (although the left-sidebar is the predictable location).

 

Also, it allows the user to keep his attention in one place and gives more space for the item images.

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5

Using a drop-down for size and frame selection. 

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I've learned that a drop-down is a good choice when I have between 5-10 options. It is comfortable and keeps the visual side as clean as possible.

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6

Opening a pop-up window with the option to check out after clicking the "Add to bag" button.

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I've learned that fewer clicks to check out leads to more conversions. 

Screen Shot 2021-04-04 at 0.07.26.png

Visual language

Fonts

Colors

#282828

#fe7773

#fd7998

#febccb

Buttons

Fields

&

Icons

Conclusions

I was interested in getting into the world of e-commerce and exploring it from a UX perspective.

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I considered if limiting the secondary bar navigator to 5 categories, making it harder for visitors to discover the full range of products on the site.

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In retrospect, I could display more items on the products page. I've learned that the users can deal with a higher number of items when the list contains more visual products (apparel, furniture, decor, etc.) as on the "Shein" site.

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