Eco Tail is a pet clothing store founded in early 2019, focused on sustainable practices to reduce its planet impact. They offer accessible and affordable prices for pet owners and their furry friends. There should be no compromise between providing quality products for your pet and caring for our planet.
*This is a conceptual project completed as part of my design portfolio.
How might we establish a relevant online presence for Eco Tail and drive in more sales?
Problem
Due to the pandemic, Eco Tail had to transition their business to the e-commerce space but their online presence remains very limited.
Goal
Understand the trends and user pains of purchasing pet clothing to better position Eco Tail’s online presence and increase sales.
Understanding the needs of pet owners purchasing clothing online
SIZING
“The garments have a size guide to reference but it’s still tricky to get the right size.”
Shipping + Return
“I have confidence in the company if the shipping and return is easy and secure."
sustainability
“I’m sensitive to it being genuine - not a marketing term, not greenwashing.”
Gathering Insights
5/5 participants were frustrated with inaccurate sizing guides.
4/5 participants mentioned they consider eco-conscious brands that have a transparent mission and production.
4/5 participants preferred shopping at a site that offered hassle-free returns and fast shipping.
The shifting consumer trend towards buying pet apparel made of recycled or plant-based fabric is likely to drive the demand for sustainable products.
Hanna's POV
With insights gathered, the user persona for Hana was created to identify the target audience’s needs.
DEFINE + ideate
Tail-oring the user flow
With my persona in mind, I proceeded to understand the process of how users go about finding and purchasing clothes for their pet using a sitemap and user flows.
PROTOTYPE
Key Solutions
01
How might we inform Hanna on how to buy the correct sizing for her dog?
Sizing Recommendation
Easily generate a recommended size and compare the fit of other sizes
Save pet’s size for future orders
Always have your pet’s measurements on file to streamline the shopping process the next time around.
02
How might we help reassure Hanna of the quality of clothing?
Offer transparency in product quality
Clear and accessible navigation bar links are provided for company’s sustainable practices.
Detailed eco mission and condensed the complexities of sustainable practices into simple, digestible elements.
03
How might we help reassure Hanna of the delivery status of her products?
Indicate delivery dates
Clearly informing users of delivery and shipment info throughout the checkout process
Progression of order status
Provide a visual status indicator of user’s completed order and any next steps needed
I created the visual system with the notion of the friendly, honest and playful brand characteristics. The resusable assets and subtle interactions were then designed to reflect the core identity.
Delightful Interactions
Through microinteractions, I focused on enhancing the user experience by creating subtle visual connections between features and the brand - reflecting the joyful experience of buying clothing for our pets.
The Eco Visual System
The visual assets became essential to building new screens and streamlining the design aesthetic across the board.
FINAL THOUGHTS
Takeaways
Don’t try to do everything
Focus on what’s needed rather than designing too many screens. Resort back to the original problem statement for clarity.
Be flexible
Having outlined steps is great but be flexible with the order of steps and analyze when it’s necessary to remove or add steps in the process.
Exploring other flows
For a user who has saved their pet’s measurements into an account, how would their search and checkout flow be quicker? How would the sizing guide now fit into that process?
Next Steps
Measuring success through sales increase, user account signups, returns/exchanges based on size
Build a design system based off of UI Kit with guidelines for an efficient developer handoff
.png){kind=small}
