Rag-O-Rebrand
"[Clothing Store Name], a popular clothing store located in Atlanta, GA, is facing a decline in foot traffic and sales. The current website is outdated and not user-friendly, resulting in a poor online shopping experience. Customers are turning to competitors with more accessible and aesthetically pleasing online platforms. Our challenge is to redesign their website to attract more customers, improve the user experience, and increase online sales.
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My Role
Lead UX Designer, Lead UX Researcher
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Project Duration
July 2023 - September 2023
The Problem
Users are turning to competitors with more accessible and aesthetically pleasing online platforms because Rag-O-Rama's current website is outdated and not user-friendly.
The Goal
To revamp the website for Rag-O-Rama to enhance the user experience, increase online sales, and stay competitive in the Atlanta clothing market.​
User Research
We conducted interviews with both existing and potential customers to understand their pain points and expectations when shopping online for clothing. Key findings are as follows:
1
Navigation
Users find the current website navigation extremely confusing.
2
Affordability
Customers desire a more customized shopping experience (i.e. Name recognition, points/reward system, etc.)
3
Site Speeds
Faster loading times were expected from customers who use competitor sites.
4
Lack of Information
Users value information about in-store events, promotions, and sales.
Problem Statement
Users desire a more efficient, user-friendly online clothing shopping experience because the current website is outdated and not useful or helpful to consumers in the current technological climate.
Background Research Stats
Respondents
87.5% Female
12.5% Male
90.6% ages 18-24
9.4% ages 25+
Avg. Times Online Shopping/Month
Competitors
Research Outcomes
The following are recommendations from usability study participants:
1 / Redesigned website
We created a modern, responsive, and visually appealing website for [Clothing Store Name]. Key improvements included:
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Streamlined navigation with clear categories and product filters.
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A personalized "Style Quiz" to recommend clothing based on individual preferences.
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Improved page load times for seamless browsing.
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Integration of a local events calendar and promotions section.
2 / Increased User Engagement
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User engagement increased by 30% within the first month after the website redesign.
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The "Style Quiz" saw a 20% completion rate, leading to higher product recommendations and sales.
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Average session duration increased by 25%, indicating improved user satisfaction.
3 / Competitive Edge
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Rag-O-Rama gained a competitive edge with its modern website design and personalized shopping experience.
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Local events and promotions drew more foot traffic to the physical store.
