Minkko is a fashion marketplace focused on independent creators who want to amplify the reach of their brands on the Internet
After testing their business model with the first version of the site, they wanted to take the next step and optimize it's convertion rate improving the platform user experience.
Minkko
Freelance
2019
UX/UI Consultant & Designer
Duo to time constraints, the company was unable to do the entire UX Design process from research to testing. To compensate I decided to make an extensive benchmark research on other marketplaces, analyzing their archetypes, strategies and structures, as well as good and bad practices.
This analysis, added to the knowledge of the user by the client, allowed us to start from a more solid base to redesign the product. From there we began a phased design process with regular meetings where I received feedback from the client, who is an expert in e-commerce strategy. Between the two of us we shaped a redesign with an improved user experience.
I had two main challenges, the first one was to design not following the propper user research process typical in the UX Design. The second was to re-design trying to affect the tech platform as little as possible, to optimize the investment on development.
The last one was the most difficult challenge, because it severely limited us but at the same time forced us to innovate from design rather than from technology.
Home structure is strategically designed to serve the two main users: final buyer and the creators.
I measured the most appropriate proportion of content by type according to the goals, and designed several versions with different propportions of content.
Product search is one of the most important flows in e-commerce. For this reason and analyzing the nature of the users, we re-defined the main navbar categorization concept.
One of the biggest e-commerce challenges is building trust and the product page is a sensitive touch point in the flow. With that in mind, I designed it from top to bottom leading the user by the hand through a process with elements deliberately arranged so that they feel safe and decided to buy until the end of the journey.