CUUP

An innovative bra and swim retailer.

A UX Research and Audit project for responsive direct-to-consumer e-commerce website redesign.

What's in Store

As a part of the UX team, my goal was to analyze and audit new and existing mockups based on UX best practices and heuristics using Abby's method.

The goal was to recommend design changes to the site for usability and new features that wouldn't change the look and feel of the site.

Main Focuses

Major Findings

CUUP needs to add shade names to the shade selections on their product pages. Shade names are currently only findable in the URL.
CUUP should showcase new Free Shipping updates and qualifications on landing page and in the shopping cart.

Main Areas of Focus:

Major Findings

CTA is separate from the main navigation of the site, so there needs to be more clarity in this messaging through the visual design and text hierarchy.
- Even though it is not a part of the navigation, the Fit Quiz needs to still be accessible in the mobile breakpoint when going through the primary and secondary navigations. Therefore, it should be included in this navigation overlay.
- This can be done by spacing out the navigation from the Fit Quiz on the mobile navigation overlay, listing the Fit Quiz at the bottom and showing it as a button rather than another page option.

Major Findings

Free Shipping qualification status should be displayed or messaged in the shopping cart for clarity.
For controllability, a "Back to Shop" link should be added to shopping carts that do not meet the free shipping qualification. Allows users to easily navigate back to the site if they want to meet that qualification.
New Free Shipping update should be present on the landing page.
New Free Shipping update should be broadcasted on all pages.

Major Findings

For accessibility, findability, clarity, and control, the shade names should be shown when a shade is selected and in an active hover state.
When including the shade names, visual hierarchy needs to be considered.
- On product pages, shade names should be above the shade selections to show clarity in what is chosen out of all of the available options.
Important to note: Shade names need to be accessible in placement, sizing, and color as well, so they are accessible to read and so text and page reading software can process and read them accurately.

Major Findings

Make some adjustments in terms of accessibility and findability, particularly with the text on the images. to make them readable.
Integrate more controllability from the user.
- This can be done by including the Fit Quiz CTA and the Free Shipping information in the header for each page, or in the primary navigation overlay, on the mobile breakpoint.