Fear0 Footwear/Apparel Website Design
Our team designed an e-commerce website for Fear0, a company that sells footwear and apparel. I was responsible for gathering qualitative data about our users and developing design solutions that would help the company gain more traction. We wanted to tell Fear0’s story in a way that could resonate with potential users.
Qualitative Research
Interviews
First, I conducted 7 interviews with potential users in order to gain insight on how people experience e-commerce websites. I drafted the interview script and organized it into three themes: Motivations to purchase, E-commerce pain points, and Online shopping habits.
Affinity Diagram
Once I had concluded the interviews, I created an affinity diagram in order to conceptualize the data. Using pen and paper, I made three key discoveries:
Some users look for something specific on retail apparel websites, but many users browse these sites without intention to purchase until they encounter an item wroth considering or for fashion inspiration
Users often feel uncomfortable purchasing apparel and footwear online because they fear the item pictured on the website does not accurately represent what will come in the mail.
Users who don’t have a particular interest in looking fashionable care more about the company as a whole more than those who do.
Design Solution1 : We added a "style tips" webpage for users who are looking for fashion inspiration and tips on how to style our items. Design Solution 2: Our company mission/philosophy is stated very prominently on the landing page, so the aforementioned users who are not particularly interested in fashion can understand the company as a whole.
Design Solution: We incorporated a "quick view" option so the user can browse our website and check out the details of each item without committing to them.
Design Solution 1: We incorporated a video feature in this design to give users a clearer view of what they are purchasing. Design Solution 2: The shipping and returns information is apparent to the user which will make them feel more comfortable purchasing the item.