Wind-UX
AMADA
Elevating the Yoga Experience
Client Name: Amadawear UAE
Services: UI Design, Web Design and Development
Industry: Fashion subsegment: Fitness Apparel /Athleisure
Project Type: E-commerce Website Design
Target Audience: Women aged 18-42, who do yoga, gym, and attend group classes but want premium activewear.
Date: October 2024
Brief Overview
A Dubai based brand specializing in premium yoga wear, approached me to create a website that would not only showcase their high-quality products but also embody the brand's core values.
Information Architecture
I developed a clear and intuitive information architecture to ensure easy navigation and product discovery.
User flow
Developing user flows to map out the user journey from landing on the website to completing a purchase.
Wireframing and Prototyping
I translated the information architecture and user flows into wireframes, creating low-fidelity prototypes to test the website's functionality and usability.
These prototypes were then refined into high-fidelity mockups, incorporating the chosen visual elements.
The Solution
The final website design for Amada features:
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Homepage: A visually striking homepage that immediately captures the brand's essence and showcases featured products.
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Product Pages: Detailed product pages with high-resolution images, descriptions, and size charts.
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Collection Pages: Curated collections of yoga wear, making it easy for users to browse and discover new products.
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About Us Page: A page dedicated to telling the Amada brand story and connecting with the target audience.
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E-commerce Purchase: A seamless and secure checkout process, integrated with a reliable payment gateway.
The Results
The impact of the website redesign on Amada's business was significant and measurable:
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Mobile E-commerce Orders: With the increasing prevalence of mobile shopping, optimizing the mobile experience was a key priority. The redesign's mobile-first approach resulted in a 28% surge in mobile orders, demonstrating its effectiveness in catering to this growing market segment.
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Average Order Value: By improving product page layouts, showcasing product details more effectively, and implementing strategic cross-selling opportunities, we were able to encourage customers to add more items to their carts, resulting in a 34% increase in average order value.
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Conversion Rate: The redesigned website's intuitive navigation, clear calls to action, and streamlined checkout process led to a significant 41% increase in the conversion rate, indicating a more effective and user-friendly online shopping experience.
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Users Reaching Checkout: One of the main goals of the redesign was to reduce cart abandonment. By simplifying the checkout flow and removing unnecessary steps, we saw a remarkable 48% increase in the number of users successfully reaching the checkout stage.
The Challenge
The primary challenge was to create a digital experience that balanced visual sophistication with seamless functionality. The challenges can be divided into:
Brand Perception and Experience
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Convey a Premium Brand Message: Communicate the brand's commitment to quality, exclusivity, and a mindful lifestyle.
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Maintain a Clean and Simple Aesthetic: Avoid overwhelming the user with excessive information or visual elements.
UI Specific Challenges
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Balancing Visual Appeal with Usability: Creating a visually stunning website that is also easy to navigate and use can be challenging.
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Mobile Optimization: Ensuring a seamless experience on all devices, especially mobile, is crucial.
Design Process
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Brand Immersion and Discovery: I began with a deep dive into the Amada brand. This involved:
Reviewing existing marketing materials and brand guidelines. -
Analyzing their target audience and competitive landscape.
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Conducting stakeholder interviews to understand their vision and goals.
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Visual Exploration and Mood Boards: I created several mood boards exploring different visual directions, focusing on:
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Color Palettes: Exploring calming and sophisticated color combinations that evoked a sense of tranquility and luxury.
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Typography: Selecting a premium typeface that reflected the brand's high-end positioning.
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Imagery: Curating high-quality photography that showcased the texture, fit, and style of the yoga wear.
Catalog photoshoot August 2024