User Experience, Interface, Product Design

FJONG is an unlimited, digital closet where you can rent the styles and brands you love at a fraction of the retail price. The business supports a sustainable circular-economy mind-set, by allowing customers to rent all the latest styles. 

The project focused on the creation of an improved and indexed mobile and desktop menus. Menus can appear as a smiple list, yet the project  required close examination of data from user beahviour and an analysis of website traffic. 

Using Google Analytics and other data, I designed the menu for a clear focus on the expansion of inventory, highlighting a variety of categories for a simply and enjoyable browsing experience on the ecommerce website.

1.1  ︎Using Figma, I was able to outline all the links on sticky notes and we could rearrange the order as needed. We also let users to look at the file during our research phase to ask in what order they search on the website. 

1.2  ︎Preliminary sketches of desktop menus that was presented to the developers. 

1.3  ︎Final mobile prototype. Created using Sketch.

Keeping the menu as flexibile as possible was one of the main goals for the project. Doing so was extremely important because consumer tastes in fashion change seasonally and trends come and go. Using Google Tag Manager, I could conclude that users were searching seasonally. Additionally, users begin searching a couple months in advance to the upcoming season, and thus it was adventagious as an ecommerce brand to update the menus prior to the shift in seasons. 

1.4  ︎ AI created heat maps and eye tracking helped to understand what customers would look at first when presented an ordered list.

Today customers using︎︎︎ have a better experience navigating the website, finding exactly what they want to wear next. The project proved that by combining cusomter data, A/B testing, and customer interviews, conversion rates would increase when executed correctly.