Treste Moda
Website Redesign
Role
The redesign was completed as a team of 4 members, we all divided the work and I focused on UX research, information architecture, branding, and UI design.
Overview
The goal was to improve the structure and design of Treste Moda’s website and make the company’s values more visible to their target market, curvy women.
Problem Statement
Treste Moda’s objective is to dress real women and open the world of fashion to all body types from urban fashion to elegant wear. Their slogan, “Tenemos Tu Talla” (“We Have Your Size”), is their promise to give accessibility to all women and make them feel comfortable and confident with their curves and their style.
Their web page did not align with their values as sizes were unclear and many products did not offer a Size Guide to help customers throughout the process. People also got lost in confusing navigation and unclear grouping of categories.
Project Goals
Redesign and restructure of current website to be more user friendly
Cater to the target customer market, curvy women
Help customers to have an easier time finding products
40% increase web traffic and online sales
Key Focus Areas
What are the challenges users have when navigating an e commerce site?
How can we improve the information architecture to make browsing a more pleasant user experience?
How can we refine the search process for products in a quick and concise way?
What are the most important features of a product that women are looking for and how can we make them easy to find and use?
What problems do users have when choosing sizes when they shop online?
Approach
Gather information about users’ necessities when shopping online by conducting surveys
Research user habits and gather information about needs with interviews
Complete a market analysis to complete a SWOT Analysis and Competitive Analysis on the competition and potential opportunities where there are gaps in the market
Create a User Persona using information from research
Complete a User Journey and User Scenario to identify pain points in the current process of shopping with Treste Moda online and create opportunities for improvement
Key Customer Needs
Structure
Customers look for structure to be able to find the products that they are looking for and navigate the web with ease.
Organization
Filters are the most important function of a web to organize searches and personalize it to find products quickly.
Clear Information
Users need detailed and clear information on products that they are interested in.
Help with Sizes
Curvy women especially have the need for help finding sizes and detailed size information.
Solutions
After intensive research and investigation, the following redesign was developed in order to give users the following solutions that they expressed a need for:
Restructure / Categorization
Our team completed a complete restructure of categories and grouping of products so users have an easier time to find exactly what they are looking for without getting lost in navigation.
Updating the filter system
Our goal was to update the filter system of the page completely in order to allow users to filter by color, size, brand, and price. This allows them the freedom to personalize the search and come up with tailored results quickly and easily.
New product description page
We redesigned the product description page by adding key information that was proven important to users, updated photos with real-life models, videos of the product, and recommended additional products to “complete your look”.
Creating a Size Guide
With our end users in mind, in each product we implemented a Size Guide, guiding the user by detailing how to measure themselves and creating a chart with the recommended size according to their specific measurements.
Find your size feature
One of the most important features created was the Find Your Size Guide, where users enter information and are directed through various steps to find the size that fits best with their body type.
Click below to see a further description and full case study of Treste Moda.
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