INFINITE GOODS
A sustainable fashion e-commerce retailer that curates high-quality designer brands and connects them to conscious consumers.
🙋🏻♀️ Role
UX Researcher
UX Writer
Visual Designer
👥 Team
Me, Mike Bresnahan, Von Ramirez
⏰ Timeline
3 weeks
PROBLEM
Infinite Goods website is designed on a Shopify template resulting in low usability.
Infinite Goods provides conscious consumers with sustainable clothes, but does not have a user-centric design. Through initial usability testing and access to their Google Analytics dashboard, we found the site has:
Problematic areas of current website
01
Low Conversion Rates
Current conversion rate is 1%.
02
High Bounce Rates
40% shoppers leave the site after visiting homepage.
03
Information Overload
Product details have an oversized score card image.
SOLUTION
Redesign the website to include more storytelling elements and products to increase user-engagement 📲
2. CLARIFY BUSINESS VALUE PROPOSITION
3. BUILD CONSUMER BUSINESS TRUST
4. CONDENSE PRODUCT DETAILS
USABILITY TESTING
The current website received a System Usability Score of 70%
Infinite Good's developed a sustainability score card that gives each product a rating. Users found this image's messaging obtrusive and overall resulted in a lower usability score.
INFINITE GOODS WEBSITE AS OF MARCH 2023.
INTERVIEWS
Insights from consumers revealed an interesting dichotomy about product information
100% of users want product information. HOWEVER, 100% of users do NOT want to read.
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COMP ANALYSIS
Competitors highlight the problem with fast fashion on the home page
These websites have strategic storytelling formats on their home page, a separate page for environmental goals, and sustainability icons to best represent their sustainability criteria.
IDEATION
User research and business goals revealed 3 areas we could capitalize on to create en engaging, end-to-end shopping experience.
Key areas of design for the MVP
01
Engagement
Customers need storytelling elements and high-quality visuals to engage with the content.
02
Trust
Customers need to trust branding to feel comfortable buying clothes online.
03
Digestibility
Customers need short bursts of info to keep information accessible but digestible.
Increasing User Engagement
I communicated the brand's mission, goals, and initiatives on the homepage to increase user trust.
Business Proposition
I increased the qty. of product placements and CTAs for users to interact with. 🛍️
More products & CTAs
Responsive Design
I designed a responsive website so all users can shop seamlessly, with their device of choice! 📱
Building B2C Relationship
I designed this section so users can see the brand doesn't just SELL sustainable clothes, they LIVE sustainably. 🌿
Founding Principles
Users want to trust the brand is credible and more than an e-commerce website.
Highlighting Initiatives
Digestible Information
Pop-up Icons
My team developed icons to be displayed when sustainability criteria was met. This helped with information overload. 🖱️
IMPACT
The new System Usability Score increased by 20%
100%
Users felt confident using the new navigation and made no errors finding a specific product
100%
Users enjoyed seeing the mission page and impact the company was making
87%
Users preferred icons over the sustainability score card
CHALLENGES
Despite the increase in SUS score, the CEO did NOT like the icons.
We put together hi-fidelity versions of each solution. One version using the existing sustainability grading scales, and one using the newly developed icons.
We ran more usability tests in an A/B format - and as it turned out, their current grading scales ended up testing better than the new system we developed using icons.
LESSONS LEARNED
What did we learn?
1. UNWISE TO DISREGARD CURRENT SYSTEM
3. OUR ICONS LACKED TRANSPARENCY
4. WE OVER-CORRECTED
ITERATIONS
Reverting to the original score card and collapsing it
Drop-down Cards
We reverted to the original score cards, but put the categories in 2 different tabs that users toggle between "planet" and "people" ratings.
RETROSPECTIVE
Final thoughts & takeaways
Stay committed to evidence based design decisions. ✨
Working on this project with Infinite Goods was such a rewarding experience. I’m so grateful to have had the opportunity to be their product designer, from beginning to end. This experience reignited my passion for user research and staying committed to evidence-based decision making. 🔬 Although I want to make everything shiny, this client project taught me that visuals aren't always what the customer wants, or needs. Research. Design. Test. Repeat.