Company overview
STREETWEAR.COM.UA is a Ukrainian online marketplace that offers a curated selection of streetwear clothing, sneakers, and accessories from ukrainian brands. The platform connects independent sellers with fashion-forward customers looking for unique, on-trend pieces.
Design process
How can we turn the daily consumption of facts into an inspiring ritual? Our goal was to create an app that not only educates but also delights the eye, inspiring users to discover something new every day.
Сompetitors research
A total of 14 competitors were analyzed, including 4 direct and 10 indirect ones. This analysis was conducted to identify the strengths and weaknesses of the existing website.
Heuristic analysis
We conducted a heuristic evaluation based on Nielsen’s principles to identify usability issues and uncover areas for improvement across key pages of the website.
User Interview
A total of 15 user interviews were conducted, including 8 current Streetwear customers and 7 potential buyers. These interviews revealed valuable insights that helped better understand user needs and pain points.
Personas
After analyzing interview insights, we identified two key personas: the Client, who regularly buys from Streetwear, and the Potential Castomer considering a purchase.
Сlient
Bogdan
Student, 22 years old, lives in Kyiv, has a dog, works as a DJ. Hobbies: plays sports, loves to travel.
Quote:
I don’t like spending time shopping in stores, so I always look for clothes online. The most important things for me are comfort and matching my style.
Goals:
to regularly update his wardrobe
to choose stylish and comfortable clothes
to have the clothes he wants
Desire:
Bogdan's wish To look cool and feel comfortable and confident
Needs:
decide which clothes he wants to buy
visit Streetwear.com.ua
find high-quality clothes at an affordable price from a Ukrainian brands
receive all important product information
get information about discounts, promotions, and loyalty programs
choose desired clothing that fits all parameters
fast and simple ordering process
quick and reliable delivery
Fears
unclear product categorization
items not meeting expectations (quality, size, style)
lack of funds
issues with returns
Potential Castomer
Dmytro
IT specialist, 28 years old, lives in Kyiv.
Quote:
I’m always looking for trendy and unique pieces, but I need to be sure about the quality and reliability of the store before making a purchase.
Goals:
to choose stylish and comfortable clothing
to have a high-quality and affordable clothing option
Desire:
To have comfortable clothing for different occasions and feel confident.
Needs:
compare prices and availability of various products to select the best option.
access a platform that meets my needs (website, physical store, Instagram, etc.).
shop easily and conveniently (without unnecessary forms or steps, option to order without registration).
receive all important product information
choose different delivery and payment options
ensure product quality and have the option for returns if needed.
Fears
The item does not meet expectations (quality, size, style)
Lack of trust in an unfamiliar store.
An inconvenient website
Losing money
Inability to track the order status
A complicated purchasing process (mandatory and complex registration)
Long delivery terms
Difficult or lengthy return and refund process
CJM
To better understand user interactions, we mapped out the of two customer journey. This helped identify pain points and opportunities to improve the shopping experience.
Problems
Based on the research, personas, and CJM, three main issues were identified.
1
7 users
Hidden menu, Inconspicuous filter button, Poorly designed filtering system, Lack of details on the page
2
5 users
Lack of Trust in the Website
New users doubt the product's quality, description accuracy, and delivery reliability.
3
5 users
Lengthy Search and Product Selection
Inefficient filtering, poor search functionality, difficulty finding the size guide, lack of reviews.
Ideation & Preoretisation
At this stage, we generated ideas to address key issues and prioritized solutions based on impact and feasibility. This helped focus on the most effective improvements for the user experience.
Complex Navigation
To address complex navigation, we redesigned the header and homepage structure. Product categories are now visible in the header, with subcategories expanding on hover. Separate buttons for "Login" and "Register" were added for clarity. The language switcher and customer support are placed in a visible area. Additionally, the first homepage block now clearly separates "Men" and "Women" sections.
Complex Navigation
We enhanced navigation further by increasing the size of filter and sorting buttons to make them more accessible and noticeable. Hover states were added to product cards and interactive elements like buttons to improve clarity and provide visual feedback during interaction.
Lack of Trust in the Website
To build trust in the website, we added a clearly visible block on the homepage outlining key order conditions, including payment, delivery, and return policies. Additionally, we introduced a brand showcase section to highlight Ukrainian brands featured on the platform, reinforcing credibility and transparency.
Lack of Trust in the Website
We redesigned the "Brands" page to include logos and clearer presentation of all partner brands. A "Brands" category was also added to the header, making it easier for users to explore and recognize trusted Ukrainian manufacturers.
Lengthy Search and Product Selection
To speed up product search, we prioritized size and color filters, displaying them by default. We added “Apply Filters” and “Reset All” buttons, and the catalog now updates only after filters are applied for a smoother experience.
Lengthy Search and Product Selection
We redesigned the product page to make selection easier. Product images are now larger, colors are displayed as a visual palette, and unavailable sizes are clearly marked. The “Buy” button has also been enlarged for better visibility and accessibility.
Design validation
To ensure the effectiveness of proposed solutions, we conducted guerrilla testing with 13 participants using a Cognitive Walkthrough method. This allowed us to quickly validate key UX changes, identify remaining pain points, and confirm that the redesigned elements improved clarity, usability, and overall user experience. All changes were scoped to be implemented in approximately 100 development hours, aligning with the client's request for fast, resource-efficient improvements.
