GOAT

Challenge: GOAT, a leading online sneaker marketplace, needed a redesign to improve its user experience. The goal was to create a more seamless, intuitive interface that catered to both sneaker enthusiasts and casual buyers, enhancing overall navigation and satisfaction. Process: I started by conducting research to identify the target audience’s key needs and pain points. I then created wireframes to streamline user flows, ensuring easy navigation and quick access to key features. Additionally, I developed a style guide to maintain visual consistency across the site and designed a high-fidelity prototype, translating the vision into a user-friendly interface. Outcome: The redesigned website offered a more intuitive and visually cohesive experience, addressing usability issues and improving overall navigation. While a personal project, it allowed me to explore UX/UI best practices and understand user-centered design principles. The final result provided a smoother browsing experience for sneaker enthusiasts and casual buyers alike, making it easier for them to find and purchase sneakers, ultimately improving engagement and usability.

Final Showcase Video

Understanding the User

To inform the redesign, I conducted in-depth interviews the target audience. Insights gathered included user preferences, pain points, and desired features. Understanding their motivations and expectations was crucial to aligning the redesign with user needs.

Interview

The primary goal of this interview was to determine the users comfort levels and experiences using e-commerce websites. In the interviews, I asked demographic and informational questions that would allow me the gauge the user’s experiences. These questions would help me identify their goals and pain points seen in their real life experiences.

Demographic Questions

● I asked questions about their age, Occupation, educational background, & working status.
● Additionally, I asked questions about what their typical day consists of.

Informational Questions

‍● Comfort level with tech? Devices Used?
● What apps/sites do you use typically?
● How do you typically buy clothing?
       ● If online, where do you buy clothing?
● Why do you buy clothing online?
● Are there any issues with shopping?
       ● If there are, how could these issues be solved?
       ● How did you come up with any solutions?

● Which websites, if any, gave you the best experiences?
● What were some of the good experiences?
       ● If not mentioned, Was this website easy to navigate?
● Which websites, if any, gave you the worst experience?
       ● What were some of the bad experiences?
       ● Can you describe the experience?
       ● If not mentioned, Was this website easy to navigate?

User Persona

These interviews helped me gather information on what users like, how they behave, and what problems they face when using ecommerce websites. I used the information I gathered from the interviews to create a user persona that represents my target user. Creating a user persona allows me to understand target users betters and make design decisions that cater to their specific needs and preferences.

Wireframes

Style Guide

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