League Minimum

Increase engagement of a startup sports and vintage wear brand by building trust to enable first ever purchases

My Responsibility: UX Research, Design, and Content Design

Team Members: 4 Members

Time Period: 2023

Overview

What is League Minimum?

League Minimum is a B2C E-Commerce startup specializing in chic sportswear, inspired by growing and trending athlete influencers. Their aim is to offer sports fans attire suitable for both game days and everyday wear.

Opportunity

The business is looking to optimize brand awareness and navigation's findability so that users can learn about the brand.

Design approach

01. Research/Synthesis

Competitive analysis
User interview

02. Solution

User flow diagram
Information architecture

03. Validate

Usability testing

04. Outcome

Final delivery (presentation of the outcome)

Research/Synthesis

Competitor Analysis: Doing a competitor analysis to help understand the strengths of website features

Recommendation based on competitor analysis

Build trust with customers by offering quick and easy access to social proof

Moderated Interview: Understanding the behaviours and attitudes of online shoppers

Participants: Frequent online shoppers that live in busy city

Duration: 1 hour per participant

Number of Participants: 4

Part 1. Open questions on shopping frequency

"How often do you shop apparel?"

Part 2. Recollection of past purchases

Ask to walk through the most recent shopping experience on purchasing regular, vintage, and sportswear clothing and uncover their common frustration and issues when shopping

Part 3. Explore opportunities for improvement

"Is there anything you want to change?"

“Customer reviews, ratings, and, consistent communication (e.g. shipping updates) help make the business feel more trustworthy.”

“For me, photo grids in some online stores are pretty nice. Those posts are from real customers wearing them, so.”

“I like looking through what other people have shopped for; reviews with photos are important, especially for non-established businesses.”

Finding

Customers tend to doubt new businesses unless they see social proof

Insight

Customers prefer checking the business's Instagram or tagged posts on the website before making a purchase from a new business

Ideation

Checkout Flow: Gaining a holistic view to find the best location for social proof links

Reason to focusing on the checkout flow

To determine the best spots to place social proof links for users, aiming to build trust with the brand and encourage transactions

Information Architecture Structure: Rank social proof higher so that it's more emphasized than other information

Summary of information architecture

Decide the optimal location within the website hierarchy for this feature. Positioning social proof links early in the hierarchy could boost factors like brand awareness.

Validate

Test Summary: The goal of this test was to understand what participants had liked or were certain about with our engagement features

Outcome

Final delivery

Increase engagement and build trust by linking products to customer-generated social media content that resonates with the audience. This interactive approach helps foster trust with customers and drives initial sales of the business.

Next steps

Currently in web development

As of this moment, our team’s designs have been passed onto the development team and will soon be launched with real product images and descriptions.

Once it is launched, we will begin collecting analytics such as bounce rates and conversion rates. With this information, we’ll find areas with the greatest opportunities for reducing costs, increasing income, and acquiring new customers.