Study in Inclusive Design

We conducted UX research to understand their customers and formulate a design and national sales strategy.

Design Strategy
July 2018

User Research

The client launched their retail business for plus-size high fashion, but sales were not optimal. The CEO wanted an inspection of their current website and usability recommendations on how to improve the retail site's overall user experience. Most of all, the CEO felt that he didn't know "Who his customers actually were." He also wanted to strategy roadmap for whom, where and how to target his primary target audience to accelerate and optimize his sales strategy.

Goals & Purpose

The primary ask was to run a usability inspection on their current site, then to run user interviews and craft a persona of their primary customer as well as supporting user journeys. We would conduct user interviews with both customers and plus-size fashion influencers on CoEdition's behalf.

Key findings from our customer research was a need for robust filters and additional product lines categorized by occasion.

Project Contributions

  1. Heuristic Evaluation
  2. 45 minute interview sessions with top customers
  3. Research Planning
  4. Competitive Analysis
  5. Persona Development
  6. Journey Mapping
  7. Business Sales / Analytics Breakdown
  8. Visual Design Recommendations
  9. UX Design Recommendations
  10. Business Strategy Roadmap

Project Results

The deliveries were successful in data-informing the executive team on who the customers were, where they were, what their shopping habituations are and providing recommendations on how to improve the user experience of their retail website to retain the existing customer and to increase sales. The research, strategy and UX design recommendations was leveraged and referenced by IDEO for the design phase.