Online clothing store UX design

Online clothing store design and conceptualization

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Customer

Sisters Marina and Irina Golomadzin, creators of the 12STOREEZ clothing brand.  The brand does not produce seasonal collections; instead, new items come out every month, twelve times a year. That's why it's called 12STOREEZ: 12 stories, 12 mini-collections.

The Objective

To create a new online store for 12STOREEZ with an adaptive design for mobile devices; to integrate the order and inventory tracking system into the website.

Project Challenges

70% of all website traffic comes from mobile devices

70% of all website traffic comes from mobile devices

Customers rushing the sitewith the release of each new collection

Frequent collection updates– twelve times a year

Mobile First

With the UX design of the site, we began with the mobile version - web analytics reveal that most users do enter the site from mobile devices.

With the UX design of the site, we began with the mobile version - web analytics reveal that most users do enter the site from mobile devices.

At the same time, we laid the foundations for the desktop version that followed.

01

Home page

Главная страница

01

01

Главная страница

Home Page

01

The home page has a fully customizable layout.

It can accommodate any number of full-screen content blocks, each leading to its own section of the website.

The home page is assembled from these blocks in the website CMS.

The home page has a fully customizable layout.

It can accommodate any number of full-screen content blocks, each leading to its own section of the website.

The home page is assembled from these blocks in the website CMS.

home page

02

Catalog

02

Catalog

We removed the filters from the catalog, as each category contains twenty items at most.  Instead, we introduced large-scale images of the items to draw attention to each of them.

We removed the filters from the catalog, as each category contains twenty items at most.  Instead, we introduced large-scale images of the items to draw attention to each of them.

03

Item Pages

Item Pages

03

Price, sizes, colors, photos from various angles, links to similar or complementary items - you'll find all that on each item page. By adding to their wish lists, customers can assemble their own new looks from items from the various collections.

04

Instashop

12STOREEZ has 200,000 followers on Instagram; that's where new collections are announced, live streams broadcast and user feedback collected.

200 000 followers

Instagram is the source of the bulk of our inbound mobile traffic, so we merged these platforms into an integrated experience.

Once a photograph is published on Instagram, it is automatically uploaded to the CMS. Then they can be linked to catalog items and displayed on the website, together with likes and comments.

Once a photograph is published on Instagram, it is automatically uploaded to the CMS. Then they can be linked to catalog items and displayed on the website, together with likes and comments.

04

Instashop

05

Lookbook

05

Lookbook

We've made an unusual lookbook: it does not have a preset layout for placing photographs.  Website administrators are free to change image size and position on web pages, link catalog items in the photos to respective item listings, and add captions.

Shopping Cart

06

06

Shopping Cart

The website, the CRM and the inventory tracking system exchange data instantaneously. Even during peak loads, when a new collection is released, the staff knows precisely how much stock is still available and customers can see whether the item they want in the size and color they need is in stock.

The website, the CRM and the inventory tracking system exchange data instantaneously. Even during peak loads, when a new collection is released, the staff knows precisely how much stock is still available and customers can see whether the item they want in the size and color they need is in stock.

Shopping cart

06

The website, the CRM and the inventory tracking system exchange data instantaneously. Even during peak loads, when a new collection is released, the staff knows precisely how much stock is still available and customers can see whether the item they want in the size and color they need is in stock.

07

Mobile

07

Mobile

07

Mobile

08

Font and Colors

08

Font and Colors

colors

RGB

220 / 203 / 190

RGB

255 / 255 / 255

RGB

187 / 188 / 193

colors

220 / 203 / 190

RGB

255 / 255 / 255

RGB

187 / 188 / 193

RGB

font

Proxima nova

font

Proxima nova

five text styles

TITLE

24 LIGHT

Paragraph

16 LIGHT

BUTTONS

14 REGULAR

PRODUCT NAMES

12 REGULAR

Price

12 REGULAR

Five text styles

TITLE

24 LIGHT

Paragraph

16 LIGHT

BUTTONS

14 REGULAR

PRODUCT NAMES

12 REGULAR

Price

12 REGULAR

Results

In the new 12STOREEZ website we incorporated the key ideas of the brand creators: easy shopping directly from Instagram, up-to-date information about merchandise availability, an unusual custom lookbook, and large attractive photos that customers can easily use to create their own looks.

CTR +20%

In six months, the conversion rate on the new website has grown by 20%.

Testimonial

JetStyle! Working with you is a genuine pleasure!  We had to learn the hard way, as we literally had to escape our previous contractor!

You guys were able to quickly grasp the specifics of our business, learn how it works, and suggest improvements and ways to modernize our existing infrastructure.  We really liked the fact that you had CRM integration experience, as we've been working with CRM for more than a year now; that turned out to be a huge plus during the launch and for debugging, as quite a few issues came up and we were on a tight schedule.

The dedication of every project team member, the sleepless nights and overtime working – all this ultimately helped launch our new website on time with all the features we needed!

Many thanks!  We will continue our work and thanks to you we'll grow our business even faster than before!

Evgeniya Galkina
Project Lead

Project Team

Stakheev Vladimir Manager

Prokuda Darya
Art Director

Kupelsky Artem
Art Director

Tropina Elena
Designer

Vetoshko Darya
Front End Developer

Kuklin Sergey
Front End Developer

Zhuravlev Pavel
Front End Developer

Sherbina Alexandr
Programmer

Nazarov Maxim
Programmer

Stakheev Vladimir
Manager

Prokuda Darya
Art Director

Kupelsky Artem
Art Director

Tropina Elena
Designer

Vetoshko Darya
Front End Developer

Kuklin Sergey
Front End Developer

Zhuravlev Pavel
Front End Developer

Sherbina Alexandr
Programmer

Nazarov Maxim
Programmer

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