Truly Deek Clothing
A responsive e-commerce website for local clothing brand Deek, designed for Gen X and young millennials, with close collaboration with the company founder to ensure brand fidelity throughout the site.
Role: Full Stack UX Designer
Software: WordPress & Woocommerce
The Problem
Young shoppers want clean, simple clothes with bursts of personality, a clear size/fit guide, and moral/local roots.
“He went above and beyond by helping me brainstorm the specific elements and overall mood of the pages. [He is] someone who is dedicated to their vision and will do his best to make it a reality.”
– Sevrin Weiss, Founder, Truly Deek
Brand Personality
I collaborated with Sevrin to ensure the brand was felt throughout, all the way down to the information architecture.
Authentic Experience
The homepage photo gallery situates the products within the Deek community in a familiar, IG style scroll.
E-Commerce
All of the products are available for sale, with fully functioning e-commerce capability.
The Process
Goal Setting with Client
We reviewed his Shopify page, including what he liked and what he would like to be different. In this phase, I encouraged him to consider different ways to engage visitors.
Interviewing Users with IG
Given the young target audience, I wanted to use a method that was familiar for them: Instagram story surveys! This way, we could get quick feedback to start our persona process.
Follow Up Research
There were some holes in the research from Instagram, including needing more female respondents. We followed up with some respondents and reached out to new ones.
5 User Personas
Each user persona reflects a different problem statement. Many cared about the fit of the clothes. Some cared about the origins being ethical or local. Some liked simple, some liked versatile, but they all liked a degree of personality.
Ideate: Crazy Eights
How can we show users the fit of the clothes? How can we make the brand feel simple and confident yet capture the brands personality? What is the easiest and most intuitive way to present products? No idea is too crazy during the ideation phase.
Paper Wireframes
Paper allowed me to quickly iterate on the design for the homepage, shop page, and product page. With each draft, I gained new ideas on how to show the brands personality and meet the user’s needs.
Low Fidelity Prototype
I put together the site with sample products and many different UI options for the homepage, so that when I met with Sevrin, he could pick which options he wanted the most.
Collaborating to bring Sevrin’s vision to life
During our Zoom meeting, we went through the website in detail. After showing him the current state, we began brainstorming together: he expressed what he wants, and I helped to make the UI reflect that, from the overall flow to the size of the spacing.
Products
With Sevrin’s feedback in hand, I inputted all of his products, adding personality with categories such as “vibe.” With a clean category architecture of size, color, clothing type, etc., he will be able to easily add products in the future.
Design System
Sevrin is an illustrator, so I worked with him on inputting his animations, graphics, and color palette into the website. It was my job to translate the colors to hierarchies, such as what color buttons would be.
Pre-Launch Testing
Before launching, we tested the site ourselves, including the checkout process, and then had other users test it for bugs and confusing UI.
Final Website
Impact
Deek goes from a basic Shopify page to a site that reflects the lively personality of the brand.
Takeaways and Next Steps
Promote the website to increase sales
Using Instagram and other social media, Deek can market itself and increase sales on their site.
Fonts
To further the design system, the type hierarchy needs a specific font for each heading, bringing the brands personality out.