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Designing the online shopping experience

In 2016 I joined the product development team of STYFI, a fashion e-commerce platform as a UX Design intern.

About STYFI: STYFI creates a seamless shopping experience across digital and physical stores through curated fashion, interest-based personalization, artificial intelligence, and real-time analytics.

As part of the product design team, I re-designed the user experience on the iOS, android, and web platforms through an iterative user-centered design process.

Location: Mumbai, India

Duration: 3 months

FINAL EXPERIENCES

The development of user experiences I was intimately involved in –

Objective:

To reduce irrelevant clutter on the Home feed, thereby reducing the effect of Hick’s Law
To fulfill the business goal of increasing conversion rates by pushing relevant content that leads users to relevant products

Objective:

To enhance the user’s experience of searching through the immense depth and breadth of products
To reflect marketing strategy to position STYFI as the “Ultimate Shopping Companion”
To support the backend’s tag based recommender system

During my internship,

I conducted exploratory research and presented the findings to stakeholders

I participated in brainstorming sessions to translate insights from the research to concepts and wireframes

I designed and mapped the Information Architecture of the mobile app and website.

I designed low and high fidelity wireframes on Sketch

I employed the mobile-first design strategy and presented multiple iterations to the stakeholders, marketing team, content team, development teams, and the stylists

I designed and presented user workflows to help align cross-functional teams

I adapted high fidelity wireframes across all platforms – iOS, android and web