Background
Forever21 is catching up with the retail trend of transitioning the physical stores to online platforms. As a solo Product Designer, I worked heavily on a series of website redesigns to improve the brand experience, outdated styling, and high friction shopping flow. I have broken down the redesign section into the following paragraphs based on types of features.
Promotion Design
As a fast fashion brand, Forever21’s platform is highly marketing campaign-driven. It is important for the business to show what kinds of promotions are running when users first land on the site.
Animated Message
Coupon Clips
With a carousel auto-playing the ongoing campaign on top of the page, the promotion message changes every 5 seconds and naturally drives users’ attention to the promotion section.
Users can click to copy the coupon code next to the promotion message. At the same time, the platform auto-applies the code to the shopping bag page. When users are ready to checkout, the code has been applied to the bag without users taking action to paste the code on.
-
Navigation Design
Chanllenges
Approaches
Metrics
Outcomes
-
Search Design
The search bar expands and covers the navigation menu that prevents users from getting distracted so they can fully focus on the words they are searching for.
Before users type in any keywords, there are Trending Searches, for users who seek to keep up with the speed of fashion trends, and Recent Searches, for users to quickly access what they looked at recently.
While users are typing, autocomplete keywords are shown along with a couple of product suggestions on the right side.
(Vendor: BloomReach)
-
Responsive Design
Redesigned the layout to make sure the layout is consistent between the website and mobile app.
-
CSS/HTML
After designing the UI and getting it approved by stakeholders, I coded the HTML and CSS for the design and worked with the engineering team on the final implementation.
