• Role

    UX Researcher
    UI/UX Designer
    Project Manager

  • Timeline

    3 weeks

  • Tools

    Figma
    Trello

  • Team

    Von Ramirez, Mike Bresnahan, Jessica Page

Client

Infinite Goods

An online fashion retailer based in NYC that focuses on highlighting sustainability in fashion by providing transparency about clothing production and partnering with designers that meet their ethical standards.

Business Goals

Online shopping is an essential experience for many. Considering the site’s current metrics, we proposed a redesign of the home page to decrease the current bounce rate, improve storytelling to increase the amount of time spent on the site, and improve navigation to increase the conversion rate.

40%

Current bounce rate

Conversion rate

2%

Time spent on site

1m 14s

User Research

Understanding Customer Needs

To kick off our user research, we conducted interviews and early usability tests with 9 participants who share a passion for sustainable fashion.

of users had difficulty interpreting Infinite Goods’ sustainability score card as well as their Methodology page.

66%

of users want to see specifics about how products are sustainable while but also don’t want read a lot while shopping.

100%

Data & Metrics

After each usability test, we administered a standardized system usability survey to evaluate user navigation and identify areas for improvement.

With an overall SUS score of 70.17%, which is considered average, we aimed to achieve a score of 80 or higher in our next round of usability testing with the proposed redesign.

Market Research

Competitive Analysis

  1. Each competitor’s headers followed a similar layout where the first header lead to e-commerce, the second highlighted the problems within the fashion industry, and the third showcases the company's environmental initiatives or partnerships.

  2. All 4 competitors had a separate page to highlight their environmental initiatives and partners.

  3. 3 out of 4 competitors used icons to visualize how a purchase was making a positive, sustainable impact.

Looking to our 4 competitors, we identified 3 key features to incorporate into our redesign:

In considering both client and user needs, we aimed to provide transparency as well as condensed information with the use of descriptive icons rather than the initial scoring card.

Iteration 1

After receiving feedback from Infinite Goods’ CEO regarding the use of icons, our team had to rethink of ways to portray transparency about the production process without being overbearing.

After several round of A/B testing, our finalized solution incorporated a more condensed version of the original sustainability score card with toggle options for more information.

Iteration 2

Iteration 3

Our revamped home page highlights the sustainability efforts that makes Infinite Goods different from their competitors, as well as putting more emphasis on affordable products and their designers.

Iteration 4

We reorganized the Methodology page in a linear fashion to make the information on ratings more digestible and scannable for the user, while also providing research and context behind each criteria.

Iteration 5

Our team acquired a list of Infinite Goods’ current sustainability goals, environmental partners, and initiatives to include those on their mission page, allowing us to build trust and strengthen the consumer-business relationship.

Evaluating Results

After creating our second iteration, we decided to test it with 6 users in a final round of usability and A/B testing to see if our solution was helpful.

Parts of the score card are confusing and unclear how to interpret them

1

Criteria page lacked an explanation on relationship between letter grades and scores

2

Users wanted to find criteria page from the the sustainability drop-down menu on the global nav bar

3

What’s Next?

Research

Conduct more research to understand how letter grades are weighted & assigned to various percentages

Improve relationship between letter grades and %'s

Enhance clarity and user-friendliness of the grading system

Expand redesign to other key pages

Ensure visuals and interactive elements are cohesive and consistent across all pages

I’ve learned so much from this client project. Firstly, working with Infinite Goods was an amazing and rewarding experience. I feel extremely grateful to have worked on this project with my team and feel very proud of the work we accomplished within the short amount of time.

In retrospect, the complete overhaul of the sustainability scoring system was an overcorrection and looking at the final design solution, I can see how our client’s feedback truly helped us realize her vision while also understanding user’s needs.

Final Thoughts