Table of contents
- Table of contents
- The problem definition
- The user research
- The design solution
- The design process
The problem definition
Finding resources and closing sales should be fun and simple. How to make the Stylist experience more pleasant?
Ruby Ribbon is a Silicon Valley-based apparel company known for selling shapewear and fashion through Independent Stylists, as a direct sales business.
My first priority was to make Ruby Ribbon's portal responsive and easy to navigate, creating a functional and clean design.
The foundation for this project was based in user research and tests.
The user research
Stylists, employees and potential stylists.
The priority was to delivery a brand new portal for stylists, organizing the content and cleaning-up the layout.
I performed an observation test with 12 persons (including current stylists, employees, potential stylists), going through to each page of the Back Office.
Relevant facts I discovered:
A) Not mobile-friendly
95% of the users wanted to be able to close sales and find resources in multiple platforms.
B) Confused homepage
89% of the users thought the current Back Office portal was hard to be figured out. People got lost on the Homepage.
C) Complicated flow
- 63% of the users didn’t find resources they wanted without customer support help.
- 78% complained about way too many clicks to close a sale through the Back Office environment.
D) Not an attractive layout
87% of the users didn’t like the look of the Back Office, they thought it should be cleaner and more visually appealing.
The design solution
A responsive and simple yet effective portal.
The goal of the project is to provide a clean and organized structure, easy to find resources and empower the stylists to close more sales.
The design process
- Content: Redid the menu flow, removed old resources and made it more functional and organized.
- Layout: Focused on the Homepage. Provided a clean layout, matching with the new website concept. Added iconography.
- Stylist experience: Made it simple to navigate and to find/share resources.
The current website
Trunk show page
Corporate calendar page
As same as the website, I was surprised to see how many stylists had struggles organizing sales through smartphones and tablets. So we focused on mobile-first concept, making it easier to navigate and creating a very intuitive feeling.