Known Source
Known Source
Known Source
Second-hand fashion website redesign
Second-hand fashion website redesign
Second-hand fashion website redesign
Second-hand fashion website redesign
KnownSource, a second-hand fashion shopping website, was experiencing high drop off rate because users fail to find the desired brand on the brands directory page. In order to improve the navigation and increase conversion rate, our team introduced a filter feature and clear alphabetical visual hierarchy, resulting in improving navigation efficiency by 18% and driving a 5% increase in conversion rate.
KnownSource, a second-hand fashion shopping website, was experiencing high drop off rate because users fail to find the desired brand on the brands directory page. In order to improve the navigation and increase conversion rate, our team introduced a filter feature and clear alphabetical visual hierarchy, resulting in improving navigation efficiency by 18% and driving a 5% increase in conversion rate.
KnownSource, a second-hand fashion shopping website, was experiencing high drop off rate because users fail to find the desired brand on the brands directory page. In order to improve the navigation and increase conversion rate, our team introduced a filter feature and clear alphabetical visual hierarchy, resulting in improving navigation efficiency by 18% and driving a 5% increase in conversion rate.
KnownSource, a second-hand fashion shopping website, was experiencing high drop off rate because users fail to find the desired brand on the brands directory page. In order to improve the navigation and increase conversion rate, our team introduced a filter feature and clear alphabetical visual hierarchy, resulting in improving navigation efficiency by 18% and driving a 5% increase in conversion rate.
My Role:
My Role:
My Role:
My Role:
Team Lead UX Design UX Research
Team Lead UX Design UX Research
Team Lead UX Design UX Research
Team Lead UX Design UX Research
Year:
Year:
Year:
Year:
2023
2023
2023
2023
Industry:
Industry:
Industry:
Industry:
E-Commerce
E-Commerce
E-Commerce
E-Commerce
Team:
Team:
Team:
Team:
2 other designers
2 PMs
1 Engineer
2 other designers
2 PMs
1 Engineer
2 other designers
2 PMs
1 Engineer
2 other designers
2 PMs
1 Engineer
Service Provided:
Service Provided:
Service Provided:
Service Provided:
Web Design, Mobile Design, B2C, Navigation Design
Web Design, Mobile Design, B2C, Navigation Design
Web Design, Mobile Design, B2C, Navigation Design
Web Design, Mobile Design, B2C, Navigation Design
Project Challenges
Project Challenges
Hard for users to find the right item
Ambiguous Navigation
Overwhelming pages
Outcome
Outcome
Clear Navigation for brands directory with filters and alphabetical order brand categorization
Drop-off rate decreased by 18%
Increased conversion rate by 5%
Before
Before
Before
Before
After
After
After
After
Research
Research
Research
We conducted in-depth user research to find out why the drop-off is happening
We conducted in-depth user research to find out why the drop-off is happening
We conducted in-depth user research to find out why the drop-off is happening
We conducted in-depth user research to find out why the drop-off is happening
User Survey
User Survey
User Survey
User Survey
43 responses
Identify users
43 responses
Identify users
User Interviews
User Interviews
User Interviews
User Interviews
10 in-depth interviews
Identify user needs
10 in-depth interviews
Identify user needs
Heruistic Evaluation
Heruistic Evaluation
Heruistic Evaluation
Heruistic Evaluation
To understand where the gap is & identify usability problems
To understand where the gap is & identify usability problems
Competitor Analysis
Competitor Analysis
Competitor Analysis
Competitor Analysis
Analyzed 6 similar brands to figure out how our competitors are dealing with similar problems
Analyzed 6 similar brands to figure out how our competitors are dealing with similar problems
User Interview
User Interview
User Interview
We conducted in-depth user research to find out why the drop-off is happening
We conducted in-depth user research to find out why the drop-off is happening
We conducted in-depth user research to find out why the drop-off is happening
We conducted in-depth user research to find out why the drop-off is happening
Demographics & Background
Demographics & Background
Demographics & Background
Demographics & Background
Young adults interested in second-hand fashion
Young adults (all genders)
interest in second-hand fashion
Fashion sense vary from amateur to those who use fashion to express themselves
Fashion sense vary from amateur to those who use fashion to express themselves
Goals & Motivations
Goals & Motivations
Goals & Motivations
Goals & Motivations
Find unique second-hand fashion aligns with their style
Find unique second-hand fashion aligns with their style
Find unique second-hand fashion aligns with their style
Affordability, sustainability
Affordability, sustainability
Affordability, sustainability
Positive Feedback
Positive Feedback
Positive Feedback
Positive Feedback
Bright color palettes
Bright color palettes
Bright color palettes
Frustrations
Frustrations
Frustrations
Frustrations
Overwhelming Layout
Overwhelming Layout
Overwhelming Layout
Brands cluttered together
Brands cluttered together
Brands cluttered together
Lack Personalization
Lack Personalization
Lack Personalization
Not clear enough to explore
Not clear enough to explore
Not clear enough to explore
Improvements Suggested
Improvements Suggested
Improvements Suggested
Improvements Suggested
Intuitive layout, filters, search functions
Performance optimization
Detailed product descriptions, clear categorization
Intuitive layout, filters, search functions
Performance optimization
Detailed product descriptions, clear categorization
Intuitive layout, filters, search functions
Performance optimization
Detailed product descriptions, clear categorization
Opportunities
Opportunities
Opportunities
Opportunities
Clear & Easy layout
Categorization
More guidiance for users
Build trust
Clear & Easy layout
Categorization
More guidiance for users
Build trust
Clear & Easy layout
Categorization
More guidiance for users
Build trust
User Persona
User Persona
User Persona
Heruistic Evaluation
Heruistic Evaluation
Heruistic Evaluation
Heruistic Evaluation
Gap
Gap
Gap
Gap
Brands are hard to find
Brands are hard to find
Brands are hard to find
Lack Efficiency
Lack Efficiency
Lack Efficiency
Lack Efficiency
Too many clickings
Overwhelming layout
Lack user flexibility
Categorizing & choosing brands
Too many clickings
Overwhelming layout
Lack user flexibility
Categorizing & choosing brands
Too many clickings
Overwhelming layout
Lack user flexibility
Categorizing & choosing brands
Inconsistent Style
Inconsistent Style
Inconsistent Style
Competitor Analysis
Competitor Analysis
Competitor Analysis
Competitor Analysis
What Worked
What Worked
What Worked
What Worked
Bright Color palette
Bright Color palette
Bright Color palette
What Didn't Work
What Didn't Work
What Didn't Work
What Didn't Work
Layout
Navigation
Categorization
Verification Process not shown
Layout
Navigation
Categorization
Verification Process not shown
Layout
Navigation
Categorization
Verification Process not shown
Layout
Navigation
Categorization
Verification Process not shown
Things we can learn from competitors
Things we can learn from competitors
Things we can learn from competitors
Things we can learn from competitors
Filters
Categorization
Filters
Categorization
Filters
Categorization
Filters
Categorization
Solutions
Solutions
Solutions
Navigation: Categorize brands alphabetically
Navigation: Categorize brands alphabetically
Navigation: Categorize brands alphabetically
Navigation: Categorize brands alphabetically
Clear Hierarchy
Clear Search Brands
Clear Hierarchy
Clear Search Brands
Clear Hierarchy
Clear Search Brands
Clear Hierarchy
Clear Search Brands
Add a filter:
Assign brands to different categories
Add a filter:
Assign brands to different categories
Add a filter:
Assign brands to different categories
User Testing
User Testing
User Testing
User Feedback
User Feedback
User Feedback
Final Wireflow
Final Wireflow
Final Wireflow
Mobile: How the filter should look like
Mobile: How the filter should look like
Mobile: How the filter should look like
User Testing Feedback: Option A
User Testing Feedback: Option A
User Testing Feedback: Option A
Final Wireflow
Final Wireflow
Final Wireflow
Impact
Impact
Impact
Impact
✅Task Success Rate
✅Task Success Rate
✅Task Success Rate
✅Task Success Rate
Task success rate increased to 83%, with 5 out of 6 participants successfully finding a desired brand.
Task success rate increased to 83%, with 5 out of 6 participants successfully finding a desired brand.
⏱️Average Task Time
⏱️Average Task Time
⏱️Average Task Time
⏱️Average Task Time
Average task time decreased to 1 minute 28 seconds, indicating a smoother and more intuitive navigation experience.
Average task time decreased to 1m 28s, indicating a smoother and more intuitive navigation experience.
Average task time decreased to 1 minute 28 seconds, indicating a smoother and more intuitive navigation experience.
📉Decrease in Drop-off Rate
📉Decrease in Drop-off Rate
📉Decrease in Drop-off Rate
📉Decrease in Drop-off Rate
Based on user feedback and the improved structure, the new design is projected to reduce the previous 62% drop-off rate by at least 30–40%
Based on user feedback and the improved structure, the new design is projected to reduce the previous 62% drop-off rate by at least 30–40%
📈Increase in Conversion Rate
📈Increase in Conversion Rate
📈Increase in Conversion Rate
After tracking user interaction data post-testing, we observed a 5% increase in conversion rate, reflecting clearer paths to product exploration and purchase.
After tracking user interaction data post-testing, we observed a 5% increase in conversion rate, reflecting clearer paths to product exploration and purchase.
Key Takeaways & Next Steps
Key Takeaways & Next Steps
Key Takeaways & Next Steps
Key Takeaways & Next Steps
Key Takeaways
Users struggled with overwhelming navigation and poor brand categorization.
Visual clutter and lack of hierarchy reduced trust and usability.
Filters by style, gender, and popularity significantly improved discoverability.
Mobile experience needs further optimization.
Next Steps
A/B test layout and filtering options.
Add style-based brand recommendations.
Optimize mobile interactions and performance.
Track user behavior to inform future iterations.
