Bringing Luxury to the Plus Size Market
Introduction
As the principal UX/UI designer, I was contracted by Walmart to lead Eloquii's e-commerce platform redesign. I preformed a complete overhaul to elevate the site's look and feel, construct seamless user experiences, and enhance website performance.
Interactive Prototype
Click the Prototype Below to Explore
Identifying Challenges
The first step in my process was to analyze the ELOQUII platform, assess previous research and user tests, and compare competitors. This evaluation guided strategic decisions and defined specific enhancement goals. Based on these insights, objectives were set to improve the platform for a better user experience and update the ELOQUII interface.
RESEARCH FINDINGS
Accessibility Challenges: Key issues were a weak H1 hierarchy, poor color contrast, and limited keyboard navigation.
Responsiveness Discrepancies: Desktop-mobile differences caused text overlap and functionality issues.
User Interaction Hurdles: Complexities in account and return processes increased customer support reliance, impacting efficiency.
STRATEGIC OBJECTIVE
Universal Accessibility: Implement WCAG 2.1 AA standards for varied user needs.
Brand Aesthetics: Develop minimalist, user-friendly interfaces.
Unified Design System: Audit and build a Salesforce-compatible system for brand consistency.
Redesign Strategy
Adapting an iterative design approach deeply anchored in best practices, the design was refined to meet stringent standards of perfection by leveraging user flows, wireframes, high-fidelity prototypes, and continuous feedback loops.
Refined Return Process
Challenge: Creating an intuitive returns hub was complicated by challenges impacting the optimization of user pathways.
Solution: I streamlined the return process by developing user flows and interactive prototypes. My reimagined approach dramatically reduced the number of clicks necessary for user interactions, with projections suggesting a potential increase in user satisfaction.
Aesthetic Elevation:
Challenge: Eloquii aimed to reflect its sophisticated brand voice, necessitating a unified blend of aesthetics and functionality.
Solution: I adopted user-centered design principles, integrating sleek typography and minimalist layouts. This approach uplifted the brand's visual appeal and crafted an upscale shopping experience, significantly enhancing customer loyalty.
Product Discovery Enhancement
Challenge: Eloquii's extensive product range presented navigation hurdles.
Solution: I implemented adaptive landing pages and sophisticated sorting mechanisms, facilitating product discovery and enhancing user engagement.
Unified Design Approach:
Challenge: Eloquii's platform displayed notable design and branding inconsistencies. A unified strategy was needed to harmonize the platform's user experience and visual identity.
Solution: An extensive design audit led to the development of a modular component system compatible with Salesforce, promoting reusability, brand consistency, and expedited page development.
Collaborative Efforts & Implementation
Working closely with multidisciplinary teams was vital for maintaining a unified design vision. This collaboration was essential for merging insights, aligning design goals, and effectively tackling challenges, ensuring cohesive, user-aligned solutions.
Figma Handoffs: Regular dialogues with developers were instrumental in addressing challenges, aligning priorities, and fostering cohesive execution.
Jira Management: Detailed prototypes and technical guidelines were created to maintain design fidelity.
Quality Assurance: Post-development reviews were conducted to align the final product with initial prototypes, ensuring design consistency.
Ongoing Collaboration: Explicit task tracking was facilitated for accurate design realization
“Marsha successfully combined our business needs and technical requirements with her UX/UI expertise, producing comprehensive prototypes. Marsha was super thorough during feedback loops and a delight to work with. We were thrilled with her ability to dive right into this major project. We are so lucky to have been able to work with her!”
Conclusion
This project has been a transformative journey, profoundly influencing my UX design philosophy. Reflecting on the process, incorporating a user persona would have been immensely beneficial in aligning design decisions with user expectations and business goals. By focusing on user engagement and optimizing functionality, we've enhanced user satisfaction and redefined luxury plus-size fashion retail standards.
