Industry
E Commerce and Fashion
Client
Urban Customz (Canada)
Timeline
July - Aug 2023
Role
UX UI Design, Website Redesign
Urban Customz E Commerce Website UX UI Design
Improving User Experience for a Growing E Commerce Brand
Urban Customz is an e commerce brand focused on urban fashion and custom merchandise. The objective of this project was to redesign their website to create a more modern and user friendly experience while maintaining the brand’s strong visual identity. The existing website had usability issues that affected navigation, product discovery, and overall engagement, which made it difficult for users to complete their purchase smoothly. One of the main challenges was simplifying the navigation without losing important content. The previous layout was not fully responsive and created problems for mobile users, which was a major concern considering the growing number of users browsing through phones. I started with user research and competitor analysis to understand how customers interact with similar e commerce platforms, and then planned the new structure with focus on clarity, accessibility, and better visual hierarchy.
Key Features and Outcome
The website was redesigned with a clean and modern layout that highlights products more effectively and makes browsing easier. Special attention was given to product visibility, image placement, and category structure so that users can quickly find what they are looking for. The checkout flow was also simplified to create a smoother purchasing experience, and the design was optimized for all screen sizes to ensure consistency across desktop and mobile devices. During development, I worked closely with the developer to make sure the final build matched the design and worked properly on different devices. The updated website improved usability and created a stronger visual identity for the brand, which helped increase user engagement and supported better conversion performance. The final result was a more structured and reliable e commerce experience that aligns with the brand’s growing presence in the online market.
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