Product Overview

Leggiadro is a personal project that I embarked on to put my design thinking skills to action. I wanted to create a responsive e-commerce website that would provide a seamless and enjoyable shopping experience for customers who are looking for fashionable and affordable clothings.

My main goal was to design a user-friendly and attractive interface that would showcase the products, facilitate the browsing and purchasing process, and encourage customer loyalty and retention.

Discovering a Problem

Before I started designing, I needed to understand the problem that I was trying to solve and the needs and pain points of the potential users. I decided to conduct some preliminary research to gather some insights and data.

I started by looking at some of the existing e-commerce websites that sell clothings, such as ASOS, Zara, H&M, and Boohoo. I analyzed their features, strengths, weaknesses, and opportunities for improvement. I also looked at some of the reviews and feedback from their customers to identify some of the common issues and complaints.

Some of the key findings from my competitive analysis were:

• Most of the websites had a similar layout and structure, with a top navigation bar, a search bar, a banner, and a grid of products.
• Some of the websites had too many categories and subcategories, which made it hard to find the desired products or filter the results.
• Some of the websites had poor product images, descriptions, or ratings, which made it difficult to evaluate the quality and fit of the products.
• Some of the websites had slow loading times, glitches, or errors, which affected the performance and usability of the website.
• Some of the websites had complicated or unclear checkout processes, which caused frustration and confusion among the customers.
• Some of the websites had high shipping costs, long delivery times, or strict return policies, which discouraged the customers from buying or returning the products.

Based on these findings, I formulated the following problem statement:

How might we design a responsive e-commerce website that offers a variety of fashionable and affordable clothings, and that provides a fast, easy, and satisfying shopping experience for the customers?

Target Audience

The target audience were female and male between the ages of 18 and 34 years old, and located in urban areas.

Research Methods

To validate and refine my problem statement and user persona, I decided to use some qualitative and quantitative research methods. I wanted to collect more data and feedback from the potential users, and to test some of my assumptions and hypotheses.