Streetsugar

Meri is a passionate Latin fashion stylist who helps European women embrace their unique personal style. Specializing in services like Personal Styling, Wardrobe Detox, and Personal Shopping, Meri offers culturally relevant and personalized experiences, particularly for Latin women living in Europe.

This project explores how research-driven strategies were implemented to increase website traffic, enhance user experience, and differentiate Meri’s brand in a competitive market. Through stakeholder interviews, customer feedback, and user interface design, we aimed to optimize the website for lead generation, bookings, and a seamless user experience.

Problem

Meri's existing website lacked user-friendliness, leading to high bounce rates and low engagement. This hindered her ability to attract new clients and showcase her services.

Approach

User-centered design & Content Strategy — our goal was to understand Meri’s users in order to clearly communicate the services and have strong CTA’s

Solution

A revitalized website for Meri's fashion styling business.

Key design factors:

Compelling content, strong CTA’s, mobile optimization.

3 months

(Oct-Dec, 2024)

WHEN?

User Resercher

Information Architect

Interaction Design

Visual Designer

MY ROLES

The initial research focused on identifying the root cause of Meri's website's high bounce rate and low engagement.

  • Stakeholder Interview: Conducted an in-depth interview with Meri to understand her vision, target audience, and pain points regarding the website.

  • Customer Feedback: Collected open-ended and closed-ended feedback from a sample audience of Latin European women aged 20-50 seeking professional fashion guidance. The survey was conducted through Google Surveys and her IG account with 121 participants.

  • Surveys: A quantitative survey was designed to understand user behavior and attitudes. Questions could delve into factors influencing their online decision-making when choosing a fashion stylist, their preferred website features, and the types of content (articles, videos, testimonials) that resonate with them.

  • Competitive Analysis: Analyzed successful fashion stylist websites like Next Level Wardrobe, Julianne Costigan, Brianna Lamberson, and Stitch Fix. This analysis evaluated their visual design, branding, user experience, and content strategies.

    After debriefing the information, we learned about users’ motivations, desired outcomes, and the implications for the website design and content.

    Motivations for Hiring a Stylist:

  • Wardrobe Optimization: Improving the ability to combine existing clothes better was a common goal (76.2%).

  • Budget Considerations: Price was a significant factor for nearly 38% of respondents.

    Desired Outcomes from Styling Services:

  • Actionable Advice: Users desired practical tips and advice to improve their wardrobe.

  • Body-Positive Styling: Many sought guidance on choosing clothes that flatter their body type.

Previous landing page

New version

For the new version the key improvements were enhance the text hierarchy, focused cta and balance visuals.

  • Enhanced Text Hierarchy: Improved spacing and alignment creating a cleaner and more readable layout.

  • Focused CTA: The "20-MINUTE FREE CONSULTATION" button is now bold, clear, and encourages immediate action.

  • Balanced Visuals: Adjustments to the background image help keep focus on the text while maintaining visual appeal.

Previous services page

New version

Users wanted the information to be clear and informative; they wanted detailed descriptions of each service

After brainstorming ideas for this page, I decided to create individual pages for each service and a card section introducing what each service offers. This approach not only enhances the visual hierarchy of the new design and provides a more organized layout but also offers detailed information about each service. This way, users can quickly identify the services and understand how they work.

I also aspired to keep the page interactive, so I added a "Book a Free Consultation" button to increase engagement and boost user confidence.

Previous about me page

New Version

It was discovered that personality is a decisive factor for users when selecting their image consultant.

To highlight this, I aimed to create an "About Me" section that not only tells the consultant's story but also showcases her unique approach and personal style.

Additionally, one of the stakeholder goals was to feature her portfolio of brand collaborations on the site. To achieve this seamlessly, I decided to include the brand collabs within the "About Me" section. This integration helps reinforce her credibility and professional experience while maintaining a personal touch. It allows users to connect her personality with the brands she collaborates with, building trust and confidence in her services.

Next Steps

Check the website live here

The design was created using the client’s chosen no-code platform to meet tight deadlines. While this approach allowed for quicker development, the platform's limitations prevented the implementation of some design features that would have enhanced the user experience.

Currently, the project is in the testing phase. The client is reviewing the content and images, and we plan to conduct usability testing to gather valuable feedback and validate the design. We will also monitor website traffic and user behavior post-launch to identify further opportunities for improvement.

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