E-COMMERCE
B2C
Wolford
During my 4.5 years of work, I held the sole designer role, which involved a variety of tasks. These included continuously improving the UX of the online shop to align with user-centric principles, as well as handling graphic production for customer acquisition and retention in support of E-Commerce.
Industry: Retail Apparel and Fashion
ROLE: UX/UI Designer
//CASE STUDY
Optimization of Wolford online shop
Overview
Wolford is a clothing manufacturer, known for its lingerie and legwear garments. The brand is recognized for its luxury and innovative designs in the fashion industry.
The Wolford online shop provides service in 25 countries worldwide.
Goal
Develop a visually appealing and user-friendly interface that reflects the brand’s identity while also ensuring a seamless and enjoyable customer experience.
Aimed to redefine the look and attitude of the Wolford online shop across key elements, including the main menu, homepage, category pages, product pages, and check-out process.
Challenges
01
Outdated Design
02
Navigation Complexity
03
Inconsistent Look and Feel
04
Conversion Roadblocks
//APPROACH
Design thinking
01
Comprehensive Research
Market research, competitor analysis, and user feedback to identify pain points and opportunities.
02
Collaborative Design Workshops
Engaged with cross-functional teams to brainstorm and conceptualize the new design elements, ensuring alignment with the brand’s vision.
03
Iterative Prototyping
Developed prototypes for each key element allowing for continuous testing and refinement.
04
User-Centric Design Principles
Prioritized user experience by implementing intuitive navigation, responsive design, and incorporating customer feedback at every stage of development.
05
Visual Consistency
Established a cohesive visual language across all sections to reinforce the brand’s identity and create a unified online presence.
//RESULTS AND TAKEAWAYS
Through a strategic combination of user-centric design principles, collaborative efforts, and iterative prototyping, we successfully transformed the Wolford global online shop
01
The major elements were redesigned, such as the Main menu, Homepage, Category pages, Product pages.
02
A new checkout flow, designed as a wizard, was created to eliminate obstacles in the customer journey, aiming to minimize the bounce rate.
03
The measured impact on a global level is coved with an increase of Session Duration by 11% and a decreased Bounce-rate by 5%.
04
Online sales overall increased by 45% in the short fiscal year 2020. This indicates a qualitative UX/UI development for our web-shop and marketing channel activities.
05
The size guide was optimized with more user-friendly size charts, aligned with the measurement units used in each country.
//TESTIMONIALS
Matteo Petruzzellis
Head of Online Department,
wolford
«Very eager to learn, Yulia grew very quickly from the generic graphic / web designer role into a much more specialized UX/UI professional, able to conceptualize and craft effective digital products.
As the only designer in the Online Dept, she brilliantly took ownership of most web graphics production for all locales across the EMEA and US markets.
Thanks to her unique personality, she contributed to the fun we enjoyed in the very diverse, very multicultural team we had, and got the trust and respect of everyone.
She’s also a strong photographer, with great taste and an excellent sense of visual composition.»
//MY WORK IN SUPPORT OF E-COMMERCE
Homepage Design
//MY WORK IN SUPPORT OF E-COMMERCE
Landing Page Design
//MY WORK IN SUPPORT OF E-COMMERCE
Newsletters Design
