Piz Nadjini
2023
Piz Nadjini is a small festival fashion designer based in Vienna. Even though the brand is quite successful, only few items are sold over the online shop. As such, the original shopify shop was simply too expensive and wasn't paying off.
Therefore, it was the goal to redesign the website for a one-page website without any third-party-shop providers in order to . Nevertheless, the current collection should be visible and possible to buy/order. In addition, the possibility for custom orders should be highlighted.
Process
Breaking down the project
I conducted both qualitative interviews with 11 existing and potential customers, as well as a quantitative poll with 68 participants. The results showed that 75% of the participants missed customisation options. I created personas, user journeys and user flows to establish the exact pain points. Additionally, the information architecture was supported by a card-sorting exercise with 33 participants.
Building on strong foundations
The prototyping process went through several phases, with an initial paper-prototype for fast iterations, to electronic prototyping in Figma ranging from low-fidelty to high-fidelity in daily iteration cycles throughout one week. I went to a festival to test the prototypes because it was easy to reach potential customers there. As such, I had continuous user tests while working on the prototype. Overall, there were 3 main user tests, focusing on different aspects of the website. After finalising the product, I applied the branding and style guide and developed a clear design system.
Result
Limiting the online presence to one page only faced new challenges, as collection overviews or detail pages of products were not possible anymore. To solve this issue, I lied a strong focus on the design and animation of components. As a result, the product cards still contained all important information usually seen in online shops: 1) a image gallery, 2) detailed product description, 3) option to buy/order.
Because no third-party-providers could be used to manage checkout, each product was linked with a form where customers could manually order the product. As such, costs were saved, while the functionality of ordering a product was maintained.
