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SILK
An online shopping website designed to sell comfortable clothes and loungewear.
December 2020- February 2021
Project brief
SILK is an online shopping website designed to sell comfortable clothes and loungewear. The main focus of this brand is to produce green and sustainable products. Users are able to search through a high number of quality products and choose the best option. They can also see the cloth on their own body using AR technology.
Problem
The main idea of this project started with the lack of shops that sold durable and comfortable clothes. Considering how human activities harm the Earth, we need to move towards more sustainability.
Goals
Emphasis on the use of natural fibers and reduction of environmental damage
Provide quality and comfortable products
Providing online consulting services and environmentally friendly packaging
Free shipping as well as product return
Research
For the user research, I conducted interviews with a selection of my target customers and continued with competitive analysis for a better understanding of equivalent websites. The interviews were conducted with two participants and the main focus was on discovering their existing problems and needs. The competitive analysis was performed on four similar websites and their features.
User interviews
Competitive analysis
Pact is an online shop for clothing and home goods made with organic cotton in fair trade certified factories.
Patagonia is a designer of outdoor clothing and gear for silent sports: climbing, surfing, skiing and snowboarding, and fly fishing.
Allbirds is a New Zealand-American company that sells footwear and apparel. The company claims to keep its products as eco-friendly as possible.
ZARA is a Spanish apparel retailer that specializes in fast fashion, and its products include clothing, accessories, shoes, swimwear, beauty, and perfumes.
Good quality loungewear that is sustainably made, makes me feel warm and cozy!
Needs
Frustrations
Serena Johnson
32 years old
Brand publicist
Marketing
Chicago, IL
- She has not been able to find a website that specifically sells comfortable clothes.
- Some fast fashion brands don’t specify how exactly their products are made.
- She hasn’t been able to easily return the clothes she doesn't like.
Serena loves to shop online. However, the durability and ethics of the brands are very important to her. Because of her job, she is familiar with how fast fashion brands harm the earth and environment. That is why she is always searching for affordable sustainable brands of good quality.
Serena is a 32-year-old single woman who works outside of her house all day. When she arrives home, she loves to take a hot shower and relax in her cozy and comfortable clothes while listening to her favorite music.
Bio
User Persona
Scenario
4
2
3
1
User Flow
Branding
Since this project was also strongly focused on UI design, I put a good amount of time into designing the brand. I started by gathering a mood board based on the initial concept and designed a logo inspired by the Silk tree leaf. After that, I went on to create the UI kit which consisted of a color scheme, typography, form elements, buttons and etc.
Mood Board
Logo Design
UI Kit
Iterations
Usability testing
I developed a click-through prototype on Figma to conduct usability tests to get an in-depth understanding of how users interact with the website. I designed several tasks in the prototype, observed users completing the tasks through screen sharing on zoom, and asked for feedback at the end. I received good and surprising reactions and also some areas of improvement which I later implements into the final design.
Marketing
Next Steps
1. Developing a mobile application design.
2. Developing a prototype for the AR section.
3. Conducting more usability testing and further customization.
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