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Role
UX Designer from Concept to Delivery
Tool
Adobe XD
Duration
March 2022 - April 2022
SIKU
SIKU is a sweatshirt online store which offers personalized sweatshirts at an affordable price. Typical users are between the age of 18-35 who have a keen interest in fashion. SIKU’s main goal is to provide good personalized quality sweatshirts and make the process fun for all types of users
The Problem
Getting a customized sweatshirt, proper size and good quality material were the main pain points along with the clustered website and confusing user flow.
The Goal
Design SIKU’s website to be user-friendly by providing simpler user navigations having the ability to customize their own sweatshirt
Understanding the User
User research: summary
I conducted a user survey which later I turned into an empathy map to better understand the target user and their needs. I discover that many target users treat online shopping as a fun and relaxing activity whenever they find some break from work. However, many shopping websites are overwhelming and confusing, which frustrated many target users. This caused a normally enjoyable experience to become challenging for them, defeating the purpose of relaxation
User research: pain points
1
Customization
Generally, the sweatshirts are plane and simple which nowadays most the users don't like it
3
Quality
Often the material which is showcased on the website does not match in the reality
2
Size
The size of the ordered product often did not match the user expectations due to various reasons which leads to frustration.
4
Experience
Online shopping websites don't provide an engaging browning experience
Persona: Shay
![Google UX Design Certificate - Persona [Personalized Sweatshirt].png](https://static.wixstatic.com/media/3c7900_955519b1203c448cbd2b0481dda8568a~mv2.png/v1/fill/w_764,h_430,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/Google%20UX%20Design%20Certificate%20-%20Persona%20%5BPersonalized%20Sweatshirt%5D.png)
Persona: Aurora
![Google UX Design Certificate - Persona [Personalized Sweatshirt] (1).png](https://static.wixstatic.com/media/3c7900_9dc003cd5dbb48939c33f5d52ea86d82~mv2.png/v1/fill/w_763,h_429,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/Google%20UX%20Design%20Certificate%20-%20Persona%20%5BPersonalized%20Sweatshirt%5D%20(1).png)
User journey Map
I created a user journey map of Shay’s experience using the site to help identify possible pain points and improvement opportunities
![Google UX Design Certificate - User Journey Map [Personalized Sweatshirt].png](https://static.wixstatic.com/media/3c7900_4479d2175285499899e186756cab1e47~mv2.png/v1/fill/w_763,h_429,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/Google%20UX%20Design%20Certificate%20-%20User%20Journey%20Map%20%5BPersonalized%20Sweatshirt%5D.png)
Starting the Design
Sitemap
Difficulty with website user flow was one of the pain points for the users, so I used the knowledge to create a site map My goal here was to make strategic information architecture decisions that would improve overall website navigation
Paper Wireframe
Next, I sketched out a paper wireframe for each screen keeping user pain points.
The home screen paper wireframe variations to the top focus on optimizing the browning experience for the user and the final screen at the right side
Digital wireframes
Moving from the paper to digital wireframe made it easy to understand how the redesign could help address user pain points and improve the user experience
Provide easy access to top design sweatshirts
This section will help user to understand how they can customize the sweatshirt
Low-fidelity prototype
To create a low-fidelity prototype, I connected all the screens involved user in doing all the necessary user flow and checkout process
View: SIKU's Lo-Fi Prototype
Usability study: parameters
Unmoderated usability study
3 participants
Kalaburagi, India
20 minutes
Usability study: findings
The font size of the text field were relatively big
The user was unable to go to the design studio easily
The user was unable to understand the purpose of few of the buttons
Refining the Design
Mockups
Based on the insights from the usability study, I’ve added a description blow the buttons which clearly indicate their function or purpose
Before Usability Study
After Usability Study
Mockups: Original screen size
High-fidelity prototype
My fi-fi prototype followed the same user flow as the lo-fi prototype and included the design changes made after the usability study
View: SIKU's Hi-Fi Prototype
Accessibility considerations
I've used heading with different-sized text for clear visual hierarchy
I've used landmarks to help users navigate the site including users who rely on assistive technology
​
Takeaways
Impact
Our users shared that the design was intuitive to navigate through, more engaging with the images, and demonstrated a clear visual hierarchy
What I learned
I’ve learned even small design changes can have a huge impact on the user experience. The most important takeaway for me is to always focus on the real needs of the user when coming up with the design and solutions
© 2024. All Rights Reserved to Siddharth Kudgunti
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