Role: UX/UI. Research, Analysis, Website Design
Background
MADLEN is a women’s clothing brand known for its aesthetic and simple classic forms. Catering primarily to women aged 25-45, MADLEN focuses on creating timeless, elegant pieces that embody sophistication and minimalism. The brand aims to establish a strong online presence through a new website that reflects its core values and enhances user engagement.
Problem
MADLEN requires a brand-new website for the brand digital extension. The design needed to be minimalistic and aesthetically pleasing, with integrated social media features like story highlights for the mobile experience.
Approach
The goal is to create an engaging and intuitive online shopping experience that aligns with MADLEN’s brand identity and resonates with its target audience.The project was to be completed within 8 weeks. The design process was divided into four phases: Research, Analysis, Ideation, and Design.
Research Phase:
I conducted a detailed client briefing to understand MADLEN’s brand vision, target audience, and goals for the website. Then I engaged in user research through surveys and interviews with women aged 25-45 to gather insights on their online shopping behaviours and needs.
Analysis Phase:
Analysed MADLEN’s existing media channels to ensure the new design would be consistent with the brand’s visual and messaging strategies. Then I conducted a thorough Competitor Analysis to identify best practices and opportunities in the market. Based on user research insights I created detailed personas representing the target audience, focusing on their motivations, challenges, and expectations.
Ideation Phase:
Developed a UX theme, created a sitemap and user flows to outline the structure and navigation of the website. Designed initial wireframes for both desktop and mobile versions, prioritising a clean and intuitive interface. Presented two potential design concepts to the client, each with varying features and budget considerations.
Design Phase:
Developed high-fidelity prototypes for both desktop and mobile versions, emphasising a seamless user experience. Delivered the final design and assets to the client, ready for development.
Solution
To meet MADLEN’s requirements, I designed a sophisticated and minimalistic website prototype from scratch. Key features include:
Desktop Version:
- A streamlined layout with intuitive navigation and a clean aesthetic.
- High-quality visuals and interactive elements to showcase clothing collections.
- Side menu and cart/favourites tabs are located in a creative way on the screen sides.
Mobile Version:
- A responsive design that maintains the minimalistic aesthetic on smaller screens.
- Interactive catalogue menu in a story highlights format to engage users with the brand’s offerings and promotions.
- Optimised user flows for a smooth and enjoyable mobile shopping experience.
By designing a new website from scratch that aligns with MADLEN’s brand values and target audience preferences, I have created a sophisticated digital presence that enhances user engagement. The new design effectively combines aesthetic appeal with functional user experience, ensuring MADLEN stands out in the competitive fashion industry.
Prototype
