URBAN RESEARCH
URBAN RESEARCH, an apparel brand from Japan, expanded to Taiwan in 2014 with its first store in Taipei and a simultaneous online store launch. Over the next eight years, the brand grew to include eight physical locations, with a strong emphasis on ecommerce.
In 2021, the company decided to upgrade its online presence by migrating to a new ecommerce platform and implementing a complete website redesign. I led the entire design process for this initiative.
Objective
Website Redesign
Role
Design Lead
Year
2021-2022
Goals
During our initial stakeholder meeting, we identified three primary goals to guide the website redesign process:
Enhance the Mobile User Experience: Improving the mobile experience was a top priority, as smartphone users grew from 60% in 2015 to nearly 80% by 2021. The existing website, designed with a desktop-first approach, caused many users to browse on their phones but switch to desktops at checkout. This behavior underscored the need for a comprehensive overhaul of the mobile purchasing experience.
Boost Sales by Streamlining the Checkout Process: The previous system involved multiple steps and options that could overwhelm users, particularly on mobile devices. Our goal was to streamline this process to reduce cart abandonment and increase conversions, making it as friction-less as possible for users to complete their purchases.
Modernize the Website’s Design: Updating the visual identity to align with current Japanese apparel brand aesthetics was crucial for staying competitive.
Process
Implementing New Features
To enhance the website experience, we introduced several new features informed by user feedback and the sales team’s needs. These updates included product rankings, stylebook pages, an "Add to Favorites" feature, and back-in-stock notifications. To improve navigation, especially on mobile devices, I added a second navigation menu, providing quick access to our expanding inventory and ensuring a smoother browsing experience.
Streamlining the Checkout Process
The checkout process was another critical focus area. My initial wireframe proposed a simple three-step checkout with an option for guest checkout to enhance convenience. However, the sales team emphasized the importance of a quick registration feature that could link online and physical store purchases. Through user testing, we discovered that reducing the number of choices simplified the user journey. Consequently, we implemented a full user registration process without guest checkout, resulting in a more streamlined and user-friendly checkout experience.
Outcome
Since the redesign, mobile usage has increased to over 85%, validating our mobile-first approach. The company has also experienced consistent year-on-year sales growth, which we attribute to the more accessible and streamlined checkout process.
One of my key takeaways from this project was the importance of involving stakeholders early in the process. By addressing potential conflicts upfront, we smoothed the transition to prototyping and design. This experience also reinforced the value of collaborative leadership—guiding the project rather than controlling it, which fostered a more inclusive and productive design environment.