amanda collection
amanda collection
Amanda Collection, a new dress company in Mexico City, wanted to grow beyond Instagram sales by creating a user-friendly website. The project focused on understanding what Mexican women need when shopping for formal dresses online.
Amanda Collection, a new dress company in Mexico City, wanted to grow beyond Instagram sales by creating a user-friendly website. The project focused on understanding what Mexican women need when shopping for formal dresses online.
Introduction & Background
Introduction & Background
Founded in February 2024 in Mexico City by Ana María Echenique, Amanda Collection offers unique dresses imported from Europe and Asia. Currently, the business sells through Instagram and word-of-mouth, but they aim to reach more customers and build trust by launching a website. Ana María’s vision is to create a welcoming online space that lets customers easily find dresses, while also being transparent about quality.
Amanda Collection was founded in early 2024 by Ana María Echenique in Mexico City, specializing in dresses imported from Europe and Asia. Initially selling through Instagram, Amanda Collection aims to expand its reach and establish trust with a dedicated website. The goal is to create a site that offers an easy, transparent shopping experience for Mexican women looking for quality and variety.
Founded in February 2024 in Mexico City by Ana María Echenique, Amanda Collection offers unique dresses imported from Europe and Asia. Currently, the business sells through Instagram and word-of-mouth, but they aim to reach more customers and build trust by launching a website. Ana María’s vision is to create a welcoming online space that lets customers easily find dresses, while also being transparent about quality.
Amanda Collection was founded in early 2024 by Ana María Echenique in Mexico City, specializing in dresses imported from Europe and Asia. Initially selling through Instagram, Amanda Collection aims to expand its reach and establish trust with a dedicated website. The goal is to create a site that offers an easy, transparent shopping experience for Mexican women looking for quality and variety.
The challenge
The challenge
Mexican women, ages 23 to 45, often need dresses for formal and semi-formal events. They look for variety, good quality, and affordable prices, as most dresses are worn just a few times. With busy work lives, many women find it hard to shop in person, making online shopping a more convenient option. Creating a user-friendly website was essential so users could find and purchase the perfect dress in just a few clicks without spending hours scrolling.
Mexican women, ages 23 to 45, often need dresses for formal and semi-formal events. They look for variety, good quality, and affordable prices, as most dresses are worn just a few times. With busy work lives, many women find it hard to shop in person, making online shopping a more convenient option. Creating a user-friendly website was essential so users could find and purchase the perfect dress in just a few clicks without spending hours scrolling.
the solution
the solution
The final design offers a simple and enjoyable shopping experience that fits Amanda Collection’s clients’ needs. With high-quality visuals and easy navigation, users can explore the latest designs with confidence. The website aims to drive more traffic and increase monthly sales, helping Amanda Collection become a trusted name for stylish dresses in Mexico.
The final design offers a simple and enjoyable shopping experience that fits Amanda Collection’s clients’ needs. With high-quality visuals and easy navigation, users can explore the latest designs with confidence. The website aims to drive more traffic and increase monthly sales, helping Amanda Collection become a trusted name for stylish dresses in Mexico.
check out the amanda collection prototype!
check out the amanda collection prototype!
check out the amanda collection prototype!
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Want to see how it all came together?
Want to see how it all came together?
Keep reading to follow along with my design journey!
Keep reading to follow along with my design journey!
My role
My role
In this project, I worked on every part of the UX design process, from researching users’ needs to creating the final design and prototype.
In this project, I worked on every part of the UX design process, from researching users’ needs to creating the final design and prototype.
Year: 2024
Duration: 75 hours
Tools: Figma, Microsoft Office, Optimal Workshop, and Illustrator
Skills: UX/UI Design, UX Research, Prototyping, User Testing.
Year: 2024
Duration: 75 hours
Tools: Figma, Microsoft Office, Optimal Workshop, and Illustrator
Skills: UX/UI Design, UX Research, Prototyping, User Testing.
Finding the Right Approach
Finding the Right Approach
To create an online shopping experience that met Amanda Collection's goals, I started by researching popular e-commerce sites and speaking to women who regularly buy dresses online. This research helped me understand their shopping habits, preferences, and common frustrations, which guided my design choices.
To create an online shopping experience that met Amanda Collection's goals, I started by researching popular e-commerce sites and speaking to women who regularly buy dresses online. This research helped me understand their shopping habits, preferences, and common frustrations, which guided my design choices.
comparing to the competition
comparing to the competition
comparing to the competition
Users Interviews + survey and Affinity Mapping Insights
Users Interviews + survey and Affinity Mapping Insights
Users Interviews + survey and Affinity Mapping Insights
key Takeaway
key Takeaway
Through user interviews, surveys, and affinity mapping, I identified key factors for a successful Amanda Collection website: detailed size information, high-quality visuals, and clear navigation to improve the shopping experience.
Defining the Solution
Defining the Solution
With the research results in hand, I focused on defining the user and business goals along with clear problem statements. The solution needed to be a user-centered website that prioritizes the buying journey, making the experience seamless and trustworthy. It should provide users with confidence in their purchase, ensuring they receive exactly what they expect. By being transparent and offering detailed information, the website can create a safe and reliable environment where users feel assured and supported.
With the research results in hand, I focused on defining the user and business goals along with clear problem statements. The solution needed to be a user-centered website that prioritizes the buying journey, making the experience seamless and trustworthy. It should provide users with confidence in their purchase, ensuring they receive exactly what they expect. By being transparent and offering detailed information, the website can create a safe and reliable environment where users feel assured and supported.
Goals
Goals
Business Goals: Encourage first-time visitors to complete a purchase by building a trustworthy and easy-to-navigate website that reduces friction in the buying process.
User Goals: Have a clear and accurate size guide to ensure users feel confident in their purchase and reduce the need for returns.
Common Goals: Create a shopping experience that builds trust by offering authentic product reviews, detailed product information, and reliable customer service.
Business Goals: Encourage first-time visitors to complete a purchase by building a trustworthy and easy-to-navigate website that reduces friction in the buying process.
User Goals: Have a clear and accurate size guide to ensure users feel confident in their purchase and reduce the need for returns.
Common Goals: Create a shopping experience that builds trust by offering authentic product reviews, detailed product information, and reliable customer service.
Problem Statements
Problem Statements
Online shopping for dresses has been growing in recent years. One of the main problems faced by users is sizing, as there is no clear guide to what size is best for their body type. Based on surveys and interviews, most users do not complete their purchases for various reasons: they get distracted, encounter a complicated checkout process, reconsider the purchase, or prefer to compare with other products.
Online shopping for dresses has been growing in recent years. One of the main problems faced by users is sizing, as there is no clear guide to what size is best for their body type. Based on surveys and interviews, most users do not complete their purchases for various reasons: they get distracted, encounter a complicated checkout process, reconsider the purchase, or prefer to compare with other products.
How might we provide a more efficient size guide to ensure users are satisfied?
How might we provide a more efficient size guide to ensure users are satisfied?
How might we encourage new visitors to complete a purchase on their first visit?
How might we encourage new visitors to complete a purchase on their first visit?
key Takeaways
key Takeaways
Defining clear goals and HMW questions helped me center on the main challenges: encouraging users to buy more frequently and reducing cart abandonment.
The design aims to address users’ pain points by making the shopping experience seamless and reliable, focusing on clear navigation and an easy checkout process.
Providing comprehensive product details, including accurate size charts, detailed descriptions, high-quality images, and reviews, will build user trust and confidence in their purchase decisions.
Defining clear goals and HMW questions helped me center on the main challenges: encouraging users to buy more frequently and reducing cart abandonment.
The design aims to address users’ pain points by making the shopping experience seamless and reliable, focusing on clear navigation and an easy checkout process.
Providing comprehensive product details, including accurate size charts, detailed descriptions, high-quality images, and reviews, will build user trust and confidence in their purchase decisions.
Meet Our girls
Meet Our girls
To gain a deeper understanding of user needs and ensure the project stayed aligned with Amanda Collection’s goals, I developed two personas that closely represent the brand’s target audience. These personas helped identify key motivations, challenges, and shopping behaviors.
To gain a deeper understanding of user needs and ensure the project stayed aligned with Amanda Collection’s goals, I developed two personas that closely represent the brand’s target audience. These personas helped identify key motivations, challenges, and shopping behaviors.
User flows
User flows
User flows
sitemap
sitemap
sitemap
Design Process
Design Process
Low - Fi Wireframing
Low - Fi Wireframing
With my research insights in hand, I started sketching the initial designs for Amanda Collection’s website. Since the client chose Shopify for the site and selected a specific template to stay within budget, I focused on creating a clean, user-friendly layout that adapted to the template while making it easy for users to browse, find dresses quickly, and trust their purchase decisions.
With my research insights in hand, I started sketching the initial designs for Amanda Collection’s website. Since the client chose Shopify for the site and selected a specific template to stay within budget, I focused on creating a clean, user-friendly layout that adapted to the template while making it easy for users to browse, find dresses quickly, and trust their purchase decisions.
Mid - Fidelity Wireframing
Mid - Fidelity Wireframing
The biggest challenge in designing this website was working within the limitations of the Shopify template selected by the owner. I focused on adapting the user goals and a user-centered design approach to fit within these constraints, prioritizing a user-friendly experience on mobile.
The biggest challenge in designing this website was working within the limitations of the Shopify template selected by the owner. I focused on adapting the user goals and a user-centered design approach to fit within these constraints, prioritizing a user-friendly experience on mobile.
I designed the mobile version first since most users shop on their phones, according to interviews and surveys. Even though Shopify makes the site responsive, I also thought about how it would look and work on some screens for the desktop.
I designed the mobile version first since most users shop on their phones, according to interviews and surveys. Even though Shopify makes the site responsive, I also thought about how it would look and work on some screens for the desktop.
mobile
mobile
desktop
desktop
testing the mid-fidelity screens
testing the mid-fidelity screens
testing the mid-fidelity screens
key takeaway user testing
key takeaway user testing
Positive First Impressions
Testers responded positively to the overall design, describing it as modern, fresh, and easy to navigate. They liked the images, and intuitive layout, which helped build confidence in the product quality.
Areas for Improvement
The website will be in Spanish, but I initially designed it in English for my course, which caused some confusion about the mix of languages. Moving forward, I switched everything to Spanish to avoid this issue.
Positive First Impressions
Testers responded positively to the overall design, describing it as modern, fresh, and easy to navigate. They liked the images, and intuitive layout, which helped build confidence in the product quality.
Areas for Improvement
The website will be in Spanish, but I initially designed it in English for my course, which caused some confusion about the mix of languages. Moving forward, I switched everything to Spanish to avoid this issue.
High - Fidelity Wireframing
High - Fidelity Wireframing
With insights from the first round of user testing, I made key iterations to address user feedback and improve the design. These adjustments helped refine the user experience, ensuring the high-fidelity wireframes were more aligned with users’ expectations and preferences.
With insights from the first round of user testing, I made key iterations to address user feedback and improve the design. These adjustments helped refine the user experience, ensuring the high-fidelity wireframes were more aligned with users’ expectations and preferences.
testing the final prototype
testing the final prototype
testing the final prototype
Iterations and Final High - Fidelity Wireframes
Iterations and Final High - Fidelity Wireframes
In the final iterations, I updated the typography to better align with the brand’s look and feel, improving the overall aesthetic of the design.
In the final iterations, I updated the typography to better align with the brand’s look and feel, improving the overall aesthetic of the design.
mobile
mobile
desktop
desktop
Outcome and Reflections
Outcome and Reflections
This project had some challenges because the owner started building the Shopify site before I finished the mockups, so matching my designs to what she had already done was tricky. Some icons and features I suggested also required and extra fee in Shopify, so these will be added later if the owner decides to include them.
Overall, this project was a great experience. Many e-commerce sites aren’t designed with users in mind, but I focused on listening to users and making their needs a priority. This approach makes Amanda Collection stand out from other stores.
This project had some challenges because the owner started building the Shopify site before I finished the mockups, so matching my designs to what she had already done was tricky. Some icons and features I suggested also required and extra fee in Shopify, so these will be added later if the owner decides to include them.
Overall, this project was a great experience. Many e-commerce sites aren’t designed with users in mind, but I focused on listening to users and making their needs a priority. This approach makes Amanda Collection stand out from other stores.
Thanks for taking an interest in this case study!
Thanks for taking an interest in this case study!
Take a look and support a great local business! Find your next dress at Amanda Collection: amandacollection.com.
Take a look and support a great local business! Find your next dress at Amanda Collection: amandacollection.com.
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