Eterea
UX/UI Design
With e-commerce becoming a vastly growing industry, keeping up with user needs and experience has become very important. Of the many items sold online, clothing is a massive sector, but users and sellers still need to be connected. With that said, Eterea is an e-commerce website that focuses on bringing small designers together to sell clothes while also branding their individuality to potential buyers.
Duration: 2 Months
Primary Role: UX Generalist
Identifying The Audience
Meet Henry Goodman
Age: 23
Education: High School Diploma
Hometown: San Francisco, CA
Occupation: Designer
and Student (BS)
Henry is a fashion student at FIT and is eager to jump-start his career before graduating. Henrey has created his own clothing business, designing and creating clothing items. Although Henry has sold a few pieces, he wants to join a platform for smaller businesses without losing their individuality and ability to advertise himself.
Meet Ava Marie
Age: 20
Education: High School Diploma
Hometown: Boston, MA
Occupation: Sales associate and Student (BS)
Ava is a student at BYU studying marketing. She goes out with friends when she's not studying or at work and loves to dress up. Fashion is Ava's passion, so she loves finding unique pieces online; however, Ava doesn't like that websites don't allow her to keep up with designers she loves, which prevents her from discovering new clothing.
Target Audience: Fashion designers and buyers
The Proposed Solution:
A website that allows buyers to view designers individually and connect through saving designers and receiving notifications on inventory.
The Basics
During the research process, I wanted to understand some pain points both designers and shoppers have when either selling or buying clothing. To simplify experiences, I decided to make an open-ended questionnaire asking participants about frustrations and positives they enjoy while shopping. Questions included, "What do you feel is missing from your shopping experience?" and "Are you able to learn more about the designer?". I could identify a general layout that would accommodate users' needs from the research.
Building The
Foundation
As I began working on the wireframes, I realized that the original sitemap had a design flaw: the wishlist should be under the account to simplify user navigation. With that in mind, I continued with the design and thought about how I wanted hierarchy to play a role in the layout. Because I wanted to use several images, this task was difficult, but I realized that the best thing I could do was to draw attention to where the call-to-action buttons were placed. This way, users can be guided to their next action. However, the low-fidelity shopping page was soon changed because of the overwhelming amount of images clustered together into one screen (changes can be seen in the high-fidelity mockups).
Visual Design Aspects
Because I didn't want to distract users from the clothing, I wanted to keep the main colors simple and went with orange, black, and white. These colors seemed to go best with Eterea's brand image of being home to fashion and brought both a minimal yet sophisticated look.
