OVERVIEW
format
mobile, web
mobile, web
tools
figma
figma
photoshop
illustrator
whimsical
responsibilities
ux / ui design
ux / ui design
research
prototyping
branding
Lucky Dog Clothing is a popular vintage clothing store based in Seattle, Washington, that curates premium streetwear and designer fashion. For this project, I redesigned Lucky Dog's current website to include e-commerce functionality and consistent visual aesthetic.
PROJECT GOALS:
PROJECT GOALS:
Easily purchase items online
— The current website does not handle any e-commerce transactions, so customers can only see products and make purchases in-store.
Schedule appointments
— Customers currently have to call or message the store via Instagram to book times for buying/selling/trading appointments.
Show new in-store items
— Lucky Dog relies on Instagram stories to showcase new and upcoming products. However, this restricts visibility for customers who are not active on the platform, and the story vanishes after 24 hours.
— The current website does not handle any e-commerce transactions, so customers can only see products and make purchases in-store.
Schedule appointments
— Customers currently have to call or message the store via Instagram to book times for buying/selling/trading appointments.
Show new in-store items
— Lucky Dog relies on Instagram stories to showcase new and upcoming products. However, this restricts visibility for customers who are not active on the platform, and the story vanishes after 24 hours.
PROCESS
the current website
Although they offer buying, selling, and trading services, there is no e-commerce functionality on the website, or any option to schedule appointments online. When viewed on desktop, the website pages appear narrow, but for mobile, fills the entire screen.
primary research
When thrifting, online especially, customers want to know what they're buying and want full transparency on the item's condition. For the Lucky Dog customers who can't make it in-store, they'd want to be able to see what items are in stock.
To better understand what users/customers needed, I asked participants about their experiences with:
To better understand what users/customers needed, I asked participants about their experiences with:
— online shopping
— shopping with Lucky Dog
— thrifting/trading/selling clothes
— thrifting/buying used online in general
— shopping with Lucky Dog
— thrifting/trading/selling clothes
— thrifting/buying used online in general
market analysis
Other thrift stores have e-commerce features integrated into their websites, as well helpful imagery, and features that foster a sense of community. I also looked at non-competitor sites to view their product pages and appointment booking systems.
PERSONAS
defining our target user
After synthesizing the information from user research, I developed two personas: Jason the busy, but frequent shopper, and Carter, the seller and trader. Both are ideal customers of Lucky Dog Clothing with unique wants and needs.
Jason needs a way to confidently thrift online because many used clothing platforms lack transparency, & due to his busy schedule, he is unable to shop in person.
Carter needs a more efficient process of selling & trading with thrift stores because the current process takes significantly longer than expected, with no guarantee that his items will be accepted.
IDEATION
sitemapping & user flow
The structure of Lucky Dog Clothing's new website should be intuitive for their customers and allow them to easily shop and book at either of their locations.
sitemap
user flow
sketches
After determining the overall site structure, and gathering inspiration, I sketched the layout for homepages for each location, product pages, appointment booking pages, as well as checkout pages and confirmations.
wireframing
visual design
final solution
homepage
1. Large splash/hero images carousel to showcase their store and famous customers.
2. Shop by staff favorites and see how other customers style their pieces. Lucky Dog Clothing blog to foster a sense of community.
3. Easily schedule an appointment to sell or trade clothing/items.
location-specific homepage
1. Homepage for each Greenwood & University Ave Locations
2. Store image, address, and contact information.
appointment scheduling
1. Choose between a selling or trading appointment.
2. Set time & date, upload images of items that you're bringing.
3. Brief description for items for further clarification & communication between seller
& store.
& store.
your bag
1. Cost breakdown and visual summary of items in your shopping bag.
2. Add a Lucky Dog giftcard to purchase.
descriptive product pages
1. Product images to communicate condition of the item to the customer.
2. Item description, materials & care to provide transparency & confidence to the customer.
3. Recently viewed items for easy browsing and convenience.
