Royaltex Apparel
This project focuses on redesigning the Royaltex website to improve user experience, enhance navigation, and better cater to the specific needs of retail and wholesale customers in the Canadian market. Royaltex Apparel specializes in offering a diverse range of both classic and trendy blank clothing items, which are perfect for customization. The aim is to provide the building blocks for enduring fashion, empowering brands to design standout, decorated products that combine simplicity and timeless elegance. Our meticulous craftsmanship ensures that each piece is ideally suited for printing and decoration, making Royaltex Apparel the trusted partner for those seeking professional and quality fashion solutions
Position: User Experience Designer
Duration: 4 Months
Tools: Figma, Sketch, Miro, Canva
"I just want a site that makes it easy to find what I need and get it done fast without any hassles." - Benjamin
The Problem
Royaltex Apparel's website was outdated and did not provide an intuitive user experience, making it difficult for customers to find and customize products. This resulted in a lower conversion rate and hindered the company's ability to effectively showcase its product range
The Solution
I redesigned the Royaltex Apparel website to enhance its usability and visual appeal. The new design features a user-friendly interface that allows customers to easily browse and customize products. This improvement has streamlined the shopping experience, increased customer satisfaction, and boosted the conversion rate
Research
The redesign of the Royaltex Apparel website began with comprehensive research, including ideation, market analysis, and user experience evaluation. Leveraging my experience in analyzing market trends, assessing competitive positioning, and conducting SWOT analyses, I laid the groundwork for the secondary research phase. To gain deeper insights, I conducted in-depth user interviews and observational studies as part of the primary research
Research Goal: To develop a clear understanding of the online apparel market, identify the target audience, explore their behavior and journey on e-commerce platforms, and assess the strengths and weaknesses of competing websites. This research aimed to inform the redesign strategy, ensuring that the new website meets the needs of both the brand and its users effectively
I analyzed the current market's successes, failures, strengths, and opportunities
Key Finding: The research uncovered substantial potential in the online apparel market, particularly in improving the user experience and meeting the specific needs of professional buyers in the B2B space. Despite the market's growth, many existing platforms fail to fully address the challenges users face when sourcing high-quality apparel. There is a significant opportunity to refine the user journey, making it more intuitive and efficient to better serve the needs of these users
Interview Findings
I conducted interviews with participants regarding their experiences with purchasing apparel online, particularly focusing on their needs and challenges when sourcing blank apparel for customization or business use. The participants were professionals in the apparel industry, aged between 28 and 40, with extensive experience in purchasing and managing inventory.
“You can’t always trust the product quality based on online descriptions. I need a platform that ensures consistency and provides detailed, reliable product information.” – Participant from Toronto
“Managing large orders and keeping track of inventory is challenging. I wish there was an easier way to integrate my purchases with my existing inventory management system.” – Participant from Montreal
“Speed is crucial. I often have tight deadlines, and I need a supplier that can offer quick turnaround times without compromising on quality.” – Participant from Calgary
Using an empathy map helps me make targeted demographic and psychographic decisions, directly influencing the persona, brand, and design. It ensures that the design is user-centered and aligns with the needs and motivations of the intended audience
User Persona
Understanding Benjamin's needs in sourcing reliable apparel and how an improved platform can address these helps me create a clear and relatable persona. Based on research and interview insights, I developed this persona using practical tools like market segmentation models and personality frameworks, ensuring it accurately reflects the real experiences and goals of users like Benjamin
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User Goals
Quick Task Completion: Finish tasks efficiently with minimal steps.
Easy Navigation: Find what they need without confusion.
Detailed Information: Access comprehensive product details easily.
Trust and Security: Feel confident in the security of their data.
Personalized Experience: Receive relevant, tailored content and recommendations.
Responsive Design: Enjoy a consistent experience across all devices.
Business Goals
Quick Task Completion: Finish tasks efficiently with minimal steps.
Easy Navigation: Find what they need without confusion.
Detailed Information: Access comprehensive product details easily.
Trust and Security: Feel confident in the security of their data.
Personalized Experience: Receive relevant, tailored content and recommendations.
Responsive Design: Enjoy a consistent experience across all devices.
"How might we create an efficient and trustworthy e-commerce platform that streamlines the sourcing process and ensures consistent product quality for professional buyers"
User Flow
Regarding the established goals from our user research, I identified key tasks and user flows that would align with Benjamin's needs and objectives as an e-commerce manager. By analyzing his daily workflow and challenges, I mapped out a task flow that would streamline his experience on the Royaltex Apparel website. This flow was designed to ensure that Benjamin could efficiently find, evaluate, and order the products he needs without unnecessary steps or frustration
I then used these task flows to create an initial application sitemap, organizing the website's structure to provide Benjamin with the most direct and practical route to achieving his goals. This sitemap allows for flexibility and iteration, enabling us to refine the user experience as we move forward. To visualize these concepts, I designed miniature wireframes that illustrate potential screen layouts and interactions, ensuring that each step in the task flow is intuitive and user-friendly before advancing to the full UX design phase
Wireframing
I created wireframes to visually map out the user interface and key interactions for the Royaltex Apparel website. These wireframes serve as the blueprint for the design, allowing us to focus on the layout, functionality, and flow of each page. By sketching out these initial concepts, I was able to iterate quickly and identify the most effective solutions for enhancing the user experience. The wireframes provide a clear visual guide for the development phase, ensuring that the final design aligns with the project’s goals and user needs
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UI Kit
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Designs
I highlighted the high-fidelity design for the Royaltex Apparel website, which focuses on a clean, intuitive user interface. The design features easy navigation and a clear hierarchy, making product browsing seamless. The homepage showcases the latest products with a visually appealing layout, using minimalistic typography and high-quality imagery to enhance the user experience. This design aligns with the brand’s identity while improving usability for both retail and wholesale customers.
I showcased the product catalog page for Royaltex Apparel. The design focuses on a clean, minimalist layout that highlights high-quality product images and includes intuitive filtering and sorting functions. This approach ensures users can easily find and evaluate products, providing a seamless and user-friendly shopping experience. The design balances simplicity with functionality, catering to both casual shoppers and professional buyers.
In the design section of my portfolio, I showcased the "About Us" page for Royaltex Apparel. The page features a clean, minimalist design that highlights the brand’s commitment to quality and professionalism. The layout emphasizes readability and aligns with the brand’s values, ensuring the message is both clear and engaging for users.
I included the "Wholesale Sign-Up" page for Royaltex Apparel. This page was crafted to facilitate a smooth and efficient registration process for wholesale customers. The design emphasizes simplicity and clarity, ensuring that all necessary information is captured without overwhelming the user. The form layout is clean and straightforward, guiding users through each step of the sign-up process, which helps streamline their journey toward accessing wholesale benefits. The focus on usability ensures that the page serves as an effective entry point for potential wholesale clients.
Usability Testing
After finalizing the high-fidelity prototype of the Royaltex Apparel website, I developed a Usability Test Guide to evaluate its effectiveness. Participants from various backgrounds were recruited to participate in remote usability testing sessions via Zoom
We conducted four usability tests using the high-fidelity prototype, focusing on seven key tasks: creating an account and logging in, browsing the product catalog, adding items to the cart, exploring detailed product information, managing the checkout process, utilizing the search function, and navigating the wholesale account features
The goals of the usability testing included:
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Identifying any critical errors or incomplete task flows within the website
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Evaluating challenges users might face with navigation or design elements
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Understanding which task flows were successful and pinpointing effective UI features
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Ensuring that relevant information was accessible at the right time and place within the user journey​
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These tests provided valuable insights that informed final adjustments to improve the user experience and ensure the website met the needs of both guest users and wholesale account holders
"The website is straightforward and easy to navigate." - Participant on Overall Usability
"The product details are clear and comprehensive, making it easy to decide on purchases." - Participant on Product Information
"The checkout process is smooth, and I like the clear steps laid out." - Participant on Checkout Process
Summary of Feedback
During the usability testing, participants were able to complete all seven tasks effectively and quickly. The tasks included account creation, product browsing, adding items to the cart, and checking out. Participants consistently praised the visual design, intuitive navigation, and the overall user experience