New East Online Store
An accessible and responsive e-commerce site for a vintage brand
New East Store
Client
Lucky Girl Vintage
Scope
Market and User Research
Rebranding
Creative Direction
UX & UI Design
Project Management
Dates
Design: Oct-Nov 2022
Role
UX/UI
Brand & Visual Designer
Project Manager
Tools
Figma
Google Workspace
Shopify
Problem statement
The fashion industry is a major contributor to pollution, and the popularity of second-hand fashion is rising as customers become more conscious of their impact on the environment. Lucky Girl Vintage, a small boutique store from Krakow, Poland, wants to expand its online presence and establish a strong brand to capitalise on this trend and make an impact on shopping behaviours.
Hypothesis
An e-commerce site that captures the fun of in-store shopping, bringing out the uniqueness and sustainability of the collection, creates a strong brand image and seamless shopping experience for a busy, environment-conscious client.
WHY?
Nearly three-fifths of all clothing end up in landfills within a year of being produced. More than 8% of global greenhouse-gas emissions are produced by the fashion industry. One solution to this problem is buying vintage clothing.
Background
In recent years, there has been a significant increase in the popularity of second-hand fashion. According to a 2022 Vestiaire Collective’s Impact Report, 33 million people bought their first piece of second-hand clothing in 2020, and between now and 2025 the resale industry is expected to grow 11 times faster than the new clothing industry. Customers' purchasing decisions are shifting as these facts become increasingly clear and salient. However, clients often struggle to find vintage clothing, as the vast number of online options can be overwhelming, and inaccurate photography and descriptions can make it difficult to determine the quality of items. Additionally, searching through unstructured batches of clothing, be it online or in-store, can be time-consuming.
Research
User research
First, I surveyed 18 people using Google Forms to find out about their shopping habits, needs and pain points. While this is a relatively small sample, it does not rely on personal connections and is instead drawn from a representative pool of potential prospective clients.
“Sizing, older clothes often don’t follow modern sizing so it can be hard to judge seeing something online”
“Sizing, older clothes often don’t follow modern sizing so it can be hard to judge seeing something online”
“If you buy online, you never know if it’s gonna fit + photos are not always accurate”
“If you buy online, you never know if it’s gonna fit + photos are not always accurate”
“It takes time and you have to be lucky and patient”
“It takes time and you have to be lucky and patient”
User Personas
I created user personas to get a clear and detailed picture of the target audience, their goals and potential pain points. Understanding the target audience and creating a customer-focused approach is critical to get the online product right. But it is also vital for the business itself, as it leads to increased customer satisfaction, loyalty and ultimately sales. Through this exercise, I have guided the LGV owners to pin down the profiles of their target clients, a valuable contribution to their business strategy.
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Wants to create a distinctive personal style that sets her apart from her peers.
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Looking for clothing options that are environmentally friendly and ethically sourced.
Competition research
I carried out in-depth competition research to set up benchmarks for functionality and current industry trends.
The research showed that a large share of sales happens on reselling apps like Depop or Etsy. Meanwhile, websites in direct competition with LGV are not developed to the highest standard. Thus, there is a gap in the market for a bespoke, boutique and high-quality vintage shopping experience.
Overview
I identified the top online vintage fashion stores in the global and Polish markets through thorough research.
I carried out a detailed analysis of the stores' product offerings, website design, user experience and marketing strategies.
Methodology
The top three competitors had similar product offerings, but there were differences in the quality and price range of the products. One competitor offered high-end luxury fashion products, while another offered mid-range fashion products at affordable prices.
Most small-scale businesses’ websites appear outdated and lacklustre with a simplistic design that fails to impress or engage visitors. On the other hand, large competitors had a sleek and modern website design, a user-friendly navigation system, and an easy checkout process. However, they lacked a personal feel to the shopping experience and did not offer a strong brand identity.
In terms of marketing strategy, each competitor had its own approach but all of the small boutique shops relied heavily on social media, especially Instagram, highlighting the vital role of this channel in promoting the newly designed store and its collection.
Results
Generate a website design full of personality and with a bespoke feel of a small studio store, but with intuitive navigation and a seamless checkout process inspired by the best in the industry. The overarching goal supported by the research is to fill the gap in the market, positioning my client’s between large platforms, global corporations and local competitors.
Diversify marketing channels beyond Instagram, including email marketing, SEO, and paid advertising to reach a wider audience.
Utilise Instagram Shopping to make it easier for customers to discover and purchase your products.
Continuously monitor competitors to stay ahead of the curve.
Track performance and use insights to refine strategy and increase sales.
Recommendations
Here’s the full research data:
Visual Design
Rebranding
Old logo
Old name and logo did not reflect the company’s style and sounded naive, dated and misleading.
New logo
The new name is a nod to the company's Polish roots and reflects the growing appreciation for Eastern European culture and design, specifically the popular brutalist style seen globally.
Visual system
Icons
Buttons
Colours
Typography
User flow
Chloe is on the lookout for a new jacket for autumn. While she’s scrolling Instagram the ad pops up for New East’s new collection. She clicks on the ad which takes her to the New Collection landing page.
