GOD IS DOPE
God is Dope is a small Christian apparel business located in Atlanta, Georgia. They recently developed an online presence selling: hoodies,
t shirts, joggers and hats.
Role: UX Researcher and UI Designer
Duration: 2 weeks
Tools: Figma, Canva, Zoom, Adobe Illustrator
Usability testing on current site
God is dope is a small business in need of a redesign to better user's experience.
Users struggle finding desired items because navigation tab is misleading and cluttered. Users need a way to easily find and purchase apparel according to their size and according to their budget.
Specific Size Page
HOW MIGHT WE?
How might we create a solution that makes it easy for users to find their desired apparel by size or budget in a timely manner?
By creating: shop by size category, on sale category broken down into different price budgets and notify users immediately when an item is out of stock to save time.
Understand how Christian apparel lovers shop online for their clothing, identifying any positive and negative experiences.
1. I interviewed relevant individuals such as tiktok and instagram influencers who online shop for Christian apparel. (4 users)
2. I conducted a usability test on the current site: www.godisdope.com
3. I then conducted a C&C analysis with other christian apparel sites to understand features and analyze navigation tabs.
Lastly, I organized my findings with affinity mapping, conducted some card sorting with optimal workshop and was able to come up with some key points that helped me build the persona.
USER PAIN POINTS FINDINGS
No initial communication of items being out of stock
Can’t try on clothes and items on models can be misleading
Navigation bars with too many categories for such a straight forward site is confusing
Adding more than one item from product page would make it easier
Clicking a product that i thought was available in my size but is not
C + C ANALYSIS FINDINGS
All 3 competitors have simple/ straight forward navigation, this is where God is dope lacks.
Rooted and grounded upheld that minimalistic & light standard for target user.
All 3 competitors have pop ups that frustrate target user, while God is dope does not.
Native.Supply has a vip rewards program, that target user may find useful.
Layla is a Christian instagram and tiktok influencer. She has over 11k followers on tiktok and is currently monetized on there, that is currently her only source of income and while it’s not much, it's her happy place. Her burden is for people to see her and know that God is truly love and redemptive. She loves to create reels and through them, relate to people in all different walks of their life. When she’s not even speaking, she wants a message to be spoken and so she does that through what she wears. She loves to wear encouraging messages every single day! You can bet that if you just glance at Layla, your spirit will be lifted, all you have to do is read her sweater.
"The mandate on my life is simple: make Heaven crowded, but first let's rack up on some apparel".
No initial communication of items being out of stock
Navigation tabs with too many categories is overwhelming and confusing
A tedious checkout process
NEEDS & GOALS
Sales & Discounts
Variety of apparel
Minimalistic website for easy navigation and excitement
Fast Checkout process preferably auto fill.
Navigation: Shop by Category
Out of Stock Message
With my findings I brainstormed possible solutions, tools and features I would like the site to have in order to produce a website that satisfies the target user and enhances their experience. I started doing quick sketches, corrections, additions, and wireframes/mid fidelity mock ups and tested them along the way.
Objective: User will be able to shop by their size to avoid seeing products that are not in stock/available for them.
Simultaneously as I sketched and created wireframes, I came up with the user flow that would help map out how users can navigate through the site and accomplish goals.
CLICK SHOP BY
SELECT SAND HOODIE
ADD TO CART
Objective: User will be able to view apparel that is within their budget to save time. User will also go through auto fill process when checking out.
CLICK ON SALE
SELECT UNDER $10
ADD TO CART
After completing the define + design phase of God is Dope through personas, user flows, wireframes and mid fidelity mockups, I considered the most important factor of it all, is it usable for the users?
I created a plan, that would help me understand if the problem has been resolved + also learn if there are areas that need further improvement.
User will be able to shop by their size to avoid seeing products that are not in stock/ available for them.
User will be able to add quantity in the same screen where they add product to cart.
User will be able to view apparel that is within their budget to save time.
User will also go through autofill process when checking out.
Metrics: User completes task in under 5 minutes with 1 or fewer errors.
Users felt the website was clean, clear, and easy to navigate.
2 users were hesitant and a bit confused in the process of adding the items to their cart (specifically the one where I asked them to add the product 3 times).
1 user wanted to see different angles of the hoodie as they saw an arrow there so they assumed that feature was available.
Users liked and appreciated the shop by size feature.
User mentioned having less words on home page, as user dislikes seeing too much to read.
3/3 users were able to successfully complete both user flows given.
2/3 users initial instinct was to click shop by and then size.
3/3 users initial instinct was to click on sale and navigate to “under $10”
3/3 users selected auto fill to fill out their information in check out page.
2/3 users completed both tasks under 2 minutes with 0 errors.
1/3 user completed both tasks under 2 minutes with 1 error.
The user that did not click shop by initially, clicked “Shop latest collection”, until they realized it was not prototyped.
My UI decisions were created with the user in mind. I aimed to create a website with a minimalistic and straight forward look, as users expressed their desire for sites that were not over crowded with information while shopping. The colors were chosen in context with users having an appreciation for shades of nudes.
I finalized the structure and design of God is Dope with the concentration of the following features:
Implementing a shop by category in the navigation size where users can shop by specific product and more importantly size. I also implemented a on sale tab were users can shop according to their budget. I clearly structured the ability to notify users when an item is out of stock and what sizes are available without having to dig deep and lastly, I sped up the check out process by adding an auto fill feature for users who have shopped on the website before.
God is dope redesign was a mid fidelity mock up. With that being said, I looking forward to further developing the site and adding a feature where users can look forward to a virtual fitting room.
Shop within budget prototype
Shop by size prototype