Website re-Design
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James&Co

Refreshed website and digital storytelling to unlock a high-quality shopping and brand experience for target customers.

Length of project
‍3 weeks

My role
- UX/UI research
- Visual design

Tools
‍- Figma
- Miro
- Adobe PS

Team
3 person team

Scroll down to see the case

Overview

James&Co. needed a website that combined effective ecommerce design and CRO principles with their minimalist ethos. To spotlight the brand’s USP and sustainability credentials, we placed customer education at the heart of the website redesign and strengthened the visual and written storytelling to draw customers into the purchase funnel.

Problem
Despite an innovative line of leather alternatives and a strong focus on sustainability, James&Co. struggled to acquire online customers.
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(Images from current website)
Question
How might we elevate James&Co.'s website and online store to reinforce the importance of sustainable and trusted leather alternatives – and compel target customers to make their next purchase with James&Co.?
Research
Our aim was to understand target customers’ online shopping behaviour, as well as their opinions, experiences and barriers relating to 'sustainable fashion'. We interviewed five customers and surveyed 12 potential customers/users, aged between 18 and 40.

Key findings:

• Ecommerce sites need to feel ‘official’ to instil confidence and trust
• Tools like search bars, filters, product browsing and general flow between areas of the website are extremely important
• ‘Sustainable fashion’ isn’t well understood or trusted – legitimacy relies on credible sources and presentation of information

• “I don’t trust brands most of the time when they say they are sustainable”
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• “It's about price, accessibility and variety – fast fashion brands always deliver on these three things”
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• “I want find trends, coming up products and deals on the website homepage”

User interview quotes

Persona

We created Lily to enhance the project's commitment to user-centered design by making the characteristics of key user segments more prominent and actionable.

Design
Our heuristic analysis of the website identified the following issues:
• Overcrowded composition
• Poor navigation in main menu and footer
• Unclear information hierarchy
• Lack of engaging fashion imagery 
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We then embarked on a transformative redesign that included:
• New site flow with thoughtful page categorisation 
• A suite of high-quality imagery 
• Enhancing footer and header design for efficiency
• Elevating shopping experience simplifying checkout process
UI Style
Sophisticated/ Clean/ Polished/
Minimalist/ Contemporary/ Elegant
Lo-Fi Prototype
Testing
After completing the prototypes, we conducted a user testing session with a sample group of five participants, aged between 18 to 40.

Our evaluation identified several areas for further improvement:
• Need for clearer CTAs
• Confusion regarding the donation page 
• Clunky checkout that facilitates purchase drop-off 
Hi-Fi Prototype
Reflection
Reflection on this project helped me identify what I would improve:
• A consistent communication schedule between my remote teammates and the client 
• A higher number of user interviews for a richer insight pool 
Final Version
Play the video and go through the final version of the project
What’s Next
Moving forward, we would focus on:
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• Launching all product pages with comprehensive information
• Developing user-friendly and intuitive categories
• Conducting testing to assess user engagement with the categories
• Enhancing text-heavy pages with captivating videos and parallax effects
• Incorporating a dedicated section to showcase the impact of donations
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