Visually engaging e-commerce experience for a women’s accessories brand.

Women’s accessory shoppers often face hurdles like cluttered product displays, confusing filters, and a lack of inspiration. Mainly target Working Professional

App name / Client

Fashion Mantra

My Role

UX Designer

Industry

E-commerce

Platform

Figma

project image

Project Overview

The goal was to design a seamless, visually engaging e-commerce experience for a women’s accessories brand. The project covered the complete user journey—from browsing products to completing purchases—prioritizing usability, modern aesthetics, and business growth.

Problem Statement

  Women’s accessory shoppers often face hurdles like cluttered product displays, confusing filters, and a lack of inspiration. The challenge:

How might we create an online store where users can easily discover, evaluate, and purchase accessories with confidence and delight?

Research Insights

Competitive Analysis:

Reviewed leading fashion/accessory e-commerce sites to benchmark navigation, discovery, and checkout flows

User Interviews:

Gathered insights from women aged 18–40 about their online shopping pain points. Main findings:

  • Desire for clear categories and quick access to trending/new arrivals.
    • Need for high-quality product images and size/fit guides.
      • Frustrations with poor filtering/sorting and complicated checkout

         User Personas

        • Amrita, 28, Working Professional
          • Buys accessories monthly for both occasion and daily wear.
            • Values fast discovery, clear product info, and easy returns.
            • Priya, 35, Mom & Part-time Blogger
              • Look for unique pieces and gifting options.
                • Influenced by peer reviews and style curation
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                Usability Testing & Results

                • Conducted remote usability sessions with five target users.
                  • Findings:
                    • 100% easily navigated categories and found desired products.
                      • Filtering and sorting appreciated for speed.
                        • All users completed checkout without confusion.