Approach

This was a brand that had no online presence, so I had to do a lot research in order to set the foundation. I started off by doing competitive analysis of different e-commerce websites, both direct and in-direct. After that, I conducted 1:1 user interviews asking for their experience with shopping online. Once these 2 initial research were done, I was able to create a persona that helped drive my future designs. Additionally, I created site maps/tasks flow to get an idea of what needs to be in the website.

Initial Research and Findings

I began by researching Mirror’s competitors and asking along the way “How are they displaying their products? In both image and text form? What is their landing page like and how does that drive users to shop with them? I was able to pinpoint the pros and cons about each of their competitors. I knew that Mirror had to have each of the following:

• Diverse models

• Simple and minimal website

• Clear CTAs all throughout

• Clear product descriptions

From the 1:1 user interviews, I found out that most users shop in store because they don’t like the hassle of returning items if it doesn’t fit or look right. All users expressed that they want their online shopping experience to be as seamless and easy as possible - a website that is minimal and easy to navigate.

I also created a user persona as well since I wanted to immerse myself in the brains of a user. I created Nicole - For someone like Nicole, who’s constantly busy, she doesn’t have time to guess if the product will fit/look right. I will need to add:

• Review section

• Detailed product description

• Clear pictures of all the products

Logo Creation

Now that I picked out the typography and color palette. I sketched out various logos ideas in my journal and picked out that most aligned with Mirror’s identity of “minimal, neutral, trendy”

Creating the framework and design foundations

I started by creating a series of flows based on the key user journey such as buying a sweater. This gave me an idea of what screens I need to design in the next couple phases. Our users expressed the pain points of having to go through a long log-in/sign-up step in order place their order, these flows gave me an idea of how to minimize the hassle and to increase the user experience.

I created different sketches of the homepage in my notebook just to see how I wanted to layout everything. Starting the designing stage can be daunting and scary, but this initial step gave me the confidence to move forward.

When I was ready to take my wireframes into Figma, in addition to the main screens, I also created 3 responsive wireframes: mobile, tablet, and desktop version.

Responsive mockups

Since I created these designs to be responsive, I added the homepage onto 4 mockups to show how it would look like on the 4 different devices since each device requires a different treatment from the designs.

Testing and Next Steps

I did the prototype and usability testing directly through Figma. I sent the users the link to the prototypes and asked them to perform the given task through a screen sharing through zoom. After the testing, I asked them a series of questions