Project
Fashion Retail
C&A Mexico - Website Redesign
About C&A
C&A is a renowned international fashion retailer with a rich history dating back to 1841. Established in the Netherlands, the company has grown into a global presence, known for offering accessible fashion to a wide demographic. C&A Mexico, as part of this expansive network, has served the Mexican market by providing a diverse range of clothing and accessories, adapting global trends to local preferences.
Industry
Fashion
My Role
UX / UI Designer
Project Type
Responsive Website
Duration
October 2023- March 2024
The Problem
Users encountered an outdated UI and navigation friction
C&A Mexico's e-commerce platform presented an opportunity for modernization, particularly regarding its User Interface. While functional, the existing website featured a somewhat dated UI and navigation structure, which, over time, had begun to limit efficient product discovery and a fully optimized user experience. This situation, stemming from previous development challenges, created an opportunity to enhance customer engagement and conversion rates in a dynamic fashion retail market.
The Solution
Building an intuitive and engaging digital platform
Our strategy involved a comprehensive redesign of C&A Mexico's e-commerce platform, focusing on a user-centered approach. We modernized the user interface, optimized navigation, and integrated key features to create a more intuitive, visually appealing, and responsive online shopping experience across all devices. This transformation aimed to directly enhance customer engagement, satisfaction, and conversion.
Empathize
Competitive Analysis
We began by conducting a Competitive Analysis of some fashion retail websites and apps to identify strengths and weaknesses. This helped us gain a broader perspective on what the competition is doing so we could learn from their successes and mistakes without repeating them.
Empathize
Uncovering user needs through direct insights
To gain a deeper understanding of user behavior and identify key pain points, we conducted a thorough analysis of direct user comments and leveraged analytical tools such as heatmaps on VWO. This qualitative and quantitative data provided invaluable insights into specific areas of friction and opportunities for improvement within the e-commerce experience, which includes these key findings:
Navigation & Discovery
Users expressed challenges with finding specific products or features, indicating a need for more intuitive navigation and improved search functionality.
Product Information
Feedback highlighted a desire for more detailed product descriptions, including sizing information and how garments fit models, to enhance purchase confidence.
Checkout & Delivery
Comments frequently addressed aspects related to payment methods, saved payment information, and clearer communication regarding delivery dates, returns, and order tracking.
Engagement & Personalization
Users expressed challenges with finding specific products or features, indicating a need for more intuitive navigation and improved search functionality.
Empathize
User Persona 1
Jaime
Software Engineer
Jaime is a young adult engineer who works in a corporate office Monday through Friday. He enjoys technology and video games. He is looking to consolidate in his company and have economic stability. He likes to dress well but does not spend a lot of time looking for or choosing his clothes.
Age: 25
Location: Mexico City, MX
Tech Proficiency: High
Gender: Male
Goals
Jaime wants to buy quality clothing at an affordable price.
He wants to find trendy clothes.
You want to have flexibility when paying online and picking up your products.
Frustrations
Sometimes the product description is not entirely correct.
Can't find the newest product on the site.
Clothes are not always the same in store and on the website.
Empathize
User Persona 2
Sandra
Homemaker
Sandra is a housewife with two young children. Her priority is her family, and she enjoys going out with them to shopping malls and spending time together. When buying clothes, she looks for durability and comfort.
Age: 40
Location: Guadalajara, MX
Tech Proficiency: Intermediate
Gender: Female
Goals
Spend quality time with her family.
Securing her children's future.
Staying physically healthy and looking good.
Frustrations
Long commutes in traffic.
It's difficult to make money go far.
Feeling that you don't have time for your family.
Empathize
Empathy Map
Define
Unpacking the Problem
To translate our research insights into actionable goals, we utilized the 5Ws and H (Who, What, When, Where, Why, and How) framework. This method allowed us to deconstruct the challenges identified in our user research and synthesize them into focused problem statements.
Define
Problem Statement for Jaime (Software Engineer)
Jaime, is a young software engineer, who needs a more efficient way to find the newest and trendy clothing on the C&A Mexico website, because the current product descriptions are often incorrect and the site's navigation makes it difficult to locate desired items.
Define
Problem Statement for Sandra (Homemaker)
Sandra, is a busy homemaker, who needs a more reliable and convenient way to purchase durable and comfortable clothing for her family online, because the current website's unreliable product details and inconsistent sizing information lead to uncertainty and wasted time, making online shopping less convenient and trustworthy for her family's needs.
Define
Insights to HMWs
Insight
Our research revealed that shoppers find the current e-commerce experience frustrating due to an outdated UI, fragmented navigation, and a lack of clear product information.
How Might We help customers find products and shop with confidence on the C&A Mexico website?
Insight
Jaime, a young software engineer, often struggles to find new and trendy items on the website, citing inaccurate product descriptions and a difficult navigation system as key pain points.
How Might We create a modern and efficient discovery experience so that users can easily find trendy items and make informed decisions?
Insight
For Sandra, a busy homemaker, purchasing clothing for her family is made difficult by inconsistent product details and unreliable sizing information, which makes her question the convenience and trustworthiness of the online store.
How Might We provide accurate and reliable product information so that busy shoppers can quickly and confidently make purchases for their family?
Ideate
Goal Statement
Our redesigned C&A Mexico e-commerce website will let users more intuitively navigate and access clear product information, which will affect the confidence and efficiency of online shoppers by creating a modern and user-friendly experience that reduces friction. This improved user journey is expected to reduce bounce rates, optimize the conversion funnel, and ultimately increase revenue for the business. We will measure effectiveness by analyzing user engagement, bounce rate, and conversion metrics on the new platform.
Design
From Strategy to Aesthetics
Following the research and problem definition, the design phase focused on translating our insights into a tangible solution. This involved the creation of wireframes to establish a solid foundation for the user flow and information architecture, which were then refined into a high-fidelity final design that addressed the key pain points and objectives identified.
Lo-Fi Wireframes
Design
Moodboard & Styleguide
The new visual direction for C&A Mexico is defined by a minimalist and clean aesthetic. A neutral color palette of grays, blacks, and whites creates a sophisticated backdrop, allowing the brand's primary color to serve as a powerful accent. The typography combines a simple style with a subtle maximalist flair in key areas to give the site a distinct personality while maintaining a polished and readable feel.
Hi-Fi Wireframes & Final Design
Homepage (Mobile)
Homepage (Desktop)
Product Detail Page
