Dami Ojetunji
Dami Ojetunji
Dami Ojetunji
Re-imagining luxury personal shopping experience for an emerging market
Re-imagining luxury personal shopping experience for an emerging market
Re-imagining luxury personal shopping experience for an emerging market
Etailer luxury is a fashion e-commerce platform that offers shopping, sourcing, and concierge services to high net worth individuals in an emerging market personal shopping and sourcing services catering to their unique preferences.
Etailer luxury is a fashion e-commerce platform that offers shopping, sourcing, and concierge services to high net worth individuals in an emerging market personal shopping and sourcing services catering to their unique preferences.
I led the end-to-end design direction from problem identification to the creation of a platform that resonates with the target audience while providing seamless user experience.
I led the end-to-end design direction from problem identification to the creation of a platform that resonates with the target audience while providing seamless user experience.
Overview
Etailer Luxury, a fashion concierge service, caters to a clientele seeking high-end fashion yet facing challenges navigating international e-commerce platforms like Farfetch form Africa. While they offered exceptional fashion concierge and personal shopping services, their website wasn't effectively capturing the target audience.
Etailer Luxury, a fashion concierge service, caters to a clientele seeking high-end fashion yet facing challenges navigating international e-commerce platforms like Farfetch form Africa. While they offered exceptional fashion concierge and personal shopping services, their website wasn't effectively capturing the target audience.
Timeframe
Q4 2023
Q4 2023
Role
UX Lead — UX research, Design system, Conceptualisation, User flows and Delivery of key modules and feature areas.
UX Lead — UX research, Design system, Conceptualisation, User flows and Delivery of key modules and feature areas.
Team
1 designer, 2 product owners and 1 software engineer.
1 designer, 2 product owners and 1 software engineer.
💌 Hi there! This is a summarized version of this project. Please, Get in touch for more.
💌 Hi there! This is a summarized version of this project. Please, Get in touch for more.
🎯 Goal
🎯 Goal
Business Goal
To increase brand trust and establish Etailer Luxury as the go-to platform for luxury fashion in Nigeria, attracting new customers and boosting online sales
To increase brand trust and establish Etailer Luxury as the go-to platform for luxury fashion in Nigeria, attracting new customers and boosting online sales
User Goal
To experience a seamless and trustworthy online shopping journey for high-end fashion, with easy access to the concierge services and a wider selection of categories
✨Outcome
✨Outcome
A website redesign focused on a luxurious and user-friendly interface. This includes building trust through a brand identity and clear information about services. The new website simplifies navigation, showcases the full range of offerings including new categories.
A website redesign focused on a luxurious and user-friendly interface. This includes building trust through a brand identity and clear information about services. The new website simplifies navigation, showcases the full range of offerings including new categories.
A new direction for Etailer
A new direction for Etailer
A new direction for Etailer
The Etailer luxury team were looking to elevate their user experience as they wanted to appeal to a larger and more up-scale audience. This case study explores the design process, the implemented solutions, and the positive impact on Etailer's online presence and customer engagement.
The Etailer luxury team were looking to elevate their user experience as they wanted to appeal to a larger and more up-scale audience. This case study explores the design process, the implemented solutions, and the positive impact on Etailer's online presence and customer engagement.
The Etailer luxury team were looking to elevate their user experience as they wanted to appeal to a larger and more up-scale audience. This case study explores the design process, the implemented solutions, and the positive impact on Etailer's online presence and customer engagement.
Here's a before…
Here's a before…
What's the deal?
What's the deal?
What's the deal?
Starting my work with the team, I conducted a thorough design audit. This involved evaluating the website's overall look and feel, its adaptability to different devices (responsiveness), and the user's flow through the site. Here are some of the key findings from this audit.
Starting my work with the team, I conducted a thorough design audit. This involved evaluating the website's overall look and feel, its adaptability to different devices (responsiveness), and the user's flow through the site. Here are some of the key findings from this audit.
Starting my work with the team, I conducted a thorough design audit. This involved evaluating the website's overall look and feel, its adaptability to different devices (responsiveness), and the user's flow through the site. Here are some of the key findings from this audit.
The visual elements (colors, fonts, logos) used throughout the website might lack consistency, creating a disjointed and unprofessional feel.
The visual elements (colors, fonts, logos) used throughout the website might lack consistency, creating a disjointed and unprofessional feel.
Unclear hierarchy and information overload makes not easy to understand what the most important message or call to action (CTA) is
Unclear hierarchy and information overload makes not easy to understand what the most important message or call to action (CTA) is
The website might not adapt well to different screen sizes, leading to cluttered interfaces, text readability issues, and difficulty for users on mobile devices
The website might not adapt well to different screen sizes, leading to cluttered interfaces, text readability issues, and difficulty for users on mobile devices
Lack of social proof could make potential customers hesitant to trust Etailer Luxury with their luxury purchases.
Lack of social proof could make potential customers hesitant to trust Etailer Luxury with their luxury purchases.
After…
After…
Teamwork + Iteration = Magic ✨
Teamwork + Iteration = Magic ✨
Teamwork + Iteration = Magic ✨
By implementing these solutions, We addressed the identified UX problems, build trust with potential customers, and enhance the user experience. This contributed to achieving both the business goal of increased brand trust and online sales, and the user goal of a seamless and trustworthy online shopping experience for luxury fashion.
Let's look at some of the major iterations made to the UX, shall we?
By implementing these solutions, We addressed the identified UX problems, build trust with potential customers, and enhance the user experience. This contributed to achieving both the business goal of increased brand trust and online sales, and the user goal of a seamless and trustworthy online shopping experience for luxury fashion.
Let's look at some of the major iterations made to the UX, shall we?
By implementing these solutions, We addressed the identified UX problems, build trust with potential customers, and enhance the user experience. This contributed to achieving both the business goal of increased brand trust and online sales, and the user goal of a seamless and trustworthy online shopping experience for luxury fashion.
Let's look at some of the major iterations made to the UX, shall we?
Cohesive visual identity
We established a consistent visual identity by creating a style guide that outlines brand colors, fonts, logos, and image styles and implemented this style guide across all the website elements, marketing, and social media platforms.
We established a consistent visual identity by creating a style guide that outlines brand colors, fonts, logos, and image styles and implemented this style guide across all the website elements, marketing, and social media platforms.
First of all, Responsiveness
We adopted a mobile-first approach which prioritizes the UX on smaller screens where a significant portion of e-commerce traffic originates. The layout, navigation, and content were adjusted to provide that optimal user experience on any device.
We adopted a mobile-first approach which prioritizes the UX on smaller screens where a significant portion of e-commerce traffic originates. The layout, navigation, and content were adjusted to provide that optimal user experience on any device.
Simple and Clear Flow
We created a simple and understandable structure with easily identifiable menus, CTAs, categories, and functionalities. Making sure users can find what they're looking for with minimal effort, including dedicated categories for Women, Men, and Kids, which allow users to easily browse products specific to their needs.
We created a simple and understandable structure with easily identifiable menus, CTAs, categories, and functionalities. Making sure users can find what they're looking for with minimal effort, including dedicated categories for Women, Men, and Kids, which allow users to easily browse products specific to their needs.
This project is currently being developed, please reach out for more 🚧
This project is currently being developed, please reach out for more 🚧
"Dami was really easy to work with! She completely transformed Etailer from her advice to talking to users and bringing ideas to life. Thank you, Dami"
"Dami was really easy to work with! She completely transformed Etailer from her advice to talking to users and bringing ideas to life. Thank you, Dami"
Deji & Kess Product Owners, Etailer Luxury
Enjoyed reading this? There’s more 👇
Enjoyed reading this? There’s more 👇
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