Open for Vintage_Why would someone pay more for an old Prada handbag than for a brand new one?
Open for Vintage is a luxury vintage fashion e-commerce based in UK. My role was to help them to create and build a prototype that could facilitate them to get the second round of funds needed to develop their business.
This project was both a brand and a UX design challenge. On one hand, there was a need to differentiate OFV from a myriad of other vintage fashion stores, and on the other hand, we needed to create an engaging shopping experience that could help the brand to achieve its objective to become the reference brand for vintage fashion.
Phase 1: Research
The first step of the process was to gather data about consumer purchase behavior in order to discover key insights and also to identify the main issues to address when optimizing OFV shopping experience.
Through this research we learnt that:
of consumers tend to use
smartphones for online shopping.
get their inspiration to buy new clothes online.
answered that the main criteria for purchasing apparel is price.
Important factors when buying luxury brands
Consider quality the main factor when buying luxury fashion
Consider style the second factor
when buying luxury fashion
Find important that the brand
is a trendsetter
55% of British women believe
they are more likely to purchase
clothes when shown on a person.
75% of British younger people say that they are more likely to buy brands involved in social or environmental issues.
Main concerns about online shopping
Products turn out to be poor quality
Cannot see, touch or try on before purchase
Shipping and delivery
costs and times
These findings became the base for the work to be done:
Mobile First. Data shows that a majority of customers use their smartphones to shop and this is a growing trend. We needed to design with mobile at the forefront of all decision-making.
"Me and my friends mostly use Instagram and Pinterestto get fashion inspiration"
Monica, 33 years old. Accountant, Madrid
To create an engaging experience. While increasing sales is the driving force of any e-commerce, OFV is committed to creating an experience that goes beyond shopping. We want people to read our content, share our stories, subscribe to our newsletter, share their experiences, etc., as a way to build a successful brand in vintage fashion and thus, indirectly, increase sales.
"I am more inclined to buy fashion pieces when showed on a person rather than on a flat background"
Ann , 48 years old. Doctor, Liverpool.
Product Search Optimization. From performing a search from wherever you are on the site, and to make this search as straight forward as possible were the key issues when redesigning the site. We also develop a trouble free filtering system adapted to the specific needs of a Vintage fashion ecommerce. Likewise the PDPs offer plentiful information about the product to help convert customers to add to bag, but also to minimize returns.
Based on the research carried out previously and to help me understand OFV's users needs, behaviors, and expectations, I created 3 different personas.
We also created possible scenarios
to check existing user's journey when
looking for specific items and tested it with
Through a process of sketching, testing and iterating we finally reached the prototyping phase, where both the UX design and UI Design converged with the Brand Identity that I had been developing previously.
In the mobile version of the platform you
can searchOFV products via a burger menu,
but also the main interface of the home pagegives the possibility of browsing throughthe extensive catalog of products
in a more engaging way.
Through a series of curated collections
created periodically to lead our users to
Showing the number of results from a search
gives the option to the user to scroll or filter the results.
OFV usually only counts with just
one piece of each item, so having the size
displayed directly in the search results
helps the users to identify the right product
We include a descriptive name and a short description of the product to help the user decide whether to click to find out more or just scroll down.