the new society
- Role: UX Designer
- Year: 2022/2023
Designing for "The New Society" was a joy, translating their feel-good values into a revamped e-commerce experience. The website now mirrors the brand's ethos with a pure-spirited and kind-hearted touch, reflecting their commitment to sustainability. Inspired by the natural, organic fabrics, the interface is a blend of classic, wearable pieces and a conscious range for children and women. The user journey resonates with the brand's ideals, inviting users into a world of innocence and adventure. The result? An immersive and unique online shopping experience that aligns seamlessly with The New Society's vision for a new and conscious society.
The Brand
The New Society emerges as a beacon of conscious fashion, redefining the narrative of style. Founded in 2019 by Estefanía Grandío, the brand thrives on core values of consciousness, timelessness, and sustainability. Rooted in Spain, their designs marry recycled and sustainable materials, produced in GOTS-certified workshops in Spain and Portugal. This results in a curated collection of stylish pieces, leaving a minimal environmental footprint while making a bold impact. The New Society transcends mere clothing, offering a glimpse into a future where fashion intertwines seamlessly with positivity, kindness, and a commitment to shaping a brighter, more conscious society.
The challenge
The New Society confronted critical design challenges with their current website. The existing design failed to effectively convey the brand's identity as a nature-inspired, modern, and classic fashion label, resulting in a disconnect with its core values. The navigation flow, particularly for their extensive product catalog, proved suboptimal, causing frustration for users seeking new products. The pressing need to adapt the website to accommodate the expanding Women's product line underscored a structural rigidity. Additionally, a visual refresh became imperative to realign the website with the evolving customer segment. Addressing these challenges demanded a strategic approach to enhance value communication, optimize navigation, and cater to the brand's evolving product landscape.
Research
I conducted in-depth research on user behavior to better understand our customers. Committed to merging qualitative insights with data-driven analysis, I delved into Google Analytics to build a comprehensive understanding of customer behavior. The analysis revealed both undiscovered user paths and frequently taken ones. It also confirmed a preexisting concern: customers encountered difficulty in finding the entire catalog. To validate this hypothesis, I surveyed customers through the weekly newsletter and conducted two customer sessions. The result was a clear identification of key pain points, notably the challenge customers faced in easily discovering the brand's selection.
Ideate
Entering the solution phase, I initiated sketching to visually represent identified pain points and conceptualize solution concepts. Recognizing the value of diverse perspectives, I shared my drafts with colleagues, seeking validation and gathering additional insights in the early stages. Acknowledging the importance of an external point of view when immersed in a solution, this collaborative approach enhanced the quality and effectiveness of the design process.
Design solutions
With a clear vision for enhancing the user journey, I transitioned to crafting high-fidelity solutions in Figma and collaborated closely with our engineering partner. Effectively articulating each design's problem-solving approach was crucial when engaging with the engineering teams. I supplemented the high-fidelity prototypes with introductory meetings, guiding engineers through the brand's challenges. These sessions facilitated constructive discussions and brainstorming sessions for potential improvements, aligning the proposed solutions with the practical insights provided by the engineering team. The successful launch of the website redesign yielded remarkable results, including a 125% increase in the average number of products visited by customers and surpassing the previous year's sales figures.