Summary
Fay NYC is a woman's E-commerce fashion store that sells trendy clothing, shoes, and various accessories.
Target Audience:
The fashion brand caters to women ages 18-35 living in urban areas with an average annual income of $30,000-$70,000 a year. A big selling point of Fay NYC is the high-fashion look and feel, without the price tag.
Project Goals:
• Design an experience that is intuitive and aesthetically pleasing
• Make customers want to purchase products from the store
• Build customer loyalty
Roles:
• Research
• UX/UI
• Branding
(This is a solo passion project)
USER PERSONAS
Fay NYC attracts college-age students all the way up to young business professionals. The personas created were based on the research of other women's budget fashion store customer demographics such as Boohoo, SHEIN, Forever 21, PrettyLittleThing, etc. Personas were used to pinpoint brand aesthetics and app function requirements.
APP CONTENT MAP
I used a content map to plan what the different pages would be within the app and what elements will be on each page. The user journey map was used to develop and show how a user will interact with the app in terms of certain tasks to complete. The journey below details the task of purchasing clothing from the app.
UX FLOW CHART
The user journey map was used to develop and show how a user will interact with the app in terms of certain tasks to complete. The journey below details the task of purchasing clothing from the app.
SKETCHES/WIREFRAMES
The wireframing phase was used as a way to experiment with the layout and element placement. The layout and design of the app were inspired by other Fashion and clothing E-commerce UI apps and websites.
UI DESIGN
The interface design was created in Adobe XD and took much inspiration from existing women's e-commerce stores. Aesthetic brand elements within the design were created based on the target demographic of the company.
PROTOTYPE
The prototype goes through the full user flow for purchasing a pair of jeans from the app
