OVERVIEW

As a new yoga apparel brand, Amello Yoga would like to build its own e-commerce website to help build brand awareness and help all yogis to pick their best-suited piece of apparel.

MY ROLE

I’m the founder of the brand and I was responsible for the entire website development from end to end!

GOAL

To produce an mvp the earliest possible for testing the market.

RESULTS

• During the first month of launching, online sales had reached $7k;
• Number of people subscribing to the newsletter has observed a steady increase of 5% monthly;
• Allow to reach beyond the targeted demographic (i.e. Hong Kong), a customer from Taiwan placed an order in the second month that the website was launched.

CONSTRAINTS

• Time: I would like to test the market as soon as possible, I have set a goal of publishing the website in 1.5 months;
• Manpower: Without a background of coding and working as a one man band, I researched about the existing SaaS in the market for building a website (e.g. Square Space, Wix, Wordpress, Shopify, etc.) to compare the usability and level of personalization;
• Capital: As the project does not have any source from venture capitalists yet, I would need to pay for the entire set up costs out of my own pocket, I would compare various pricing structure of the available platforms.

RESEARCH

I conducted user interviews with numerous ladies who do yoga and purchase yoga apparel regularly to understand better the users’ goals.I then used the card sorting method to evaluate what information / categories should appear on the menu bar.

IDEATION

BRAND DEVELOPMENT

I would like to give the following vibes to the customers about my brand:

• Calm
• Approachable
• Inclusive
• Mild
• Peaceful
• Quality
• Elegant

VISUAL IDENTITY

I chose an earth tone to be the overall thematic colour for my brand because it gives a natural and authentic kind of impression.

For the wordmark design, I choose a combination of a formal/official style of typeface and a more informal/unofficial style of typeface to symbolize the Yin Yang style in yoga (i.e. softness and hardness, flexibility and strength, gentleness and principled).

WORDMARK DESIGN

LOGO DESIGN

INFORMATION ARCHITECTURE

I would like to highlight the design of the menu bar based on the insights gained from the competitor analysis and research that I have done.

Desktop Website:

Mobile Website:

SKETCHES

I began to sketch ideas on pen and paper and translate the design to a Wordpress site.

FINAL DESIGNS

Here are the hi-fidelity wireframes I created for the brand’s e-commerce website.

KEY LEARNINGS

• Identify the brand image and tone
• Use colour and graphic to communicate with users
• E-payment options that fit the use case (e.g. online / offline payment)
  Stock management system on the backend of the website (i.e. WooCommerce)

FUTURE STEPS

• Maintain and update the product page
• Gather useful data to continue to further improve the shopping process (e.g. exit rate)
• Generate customized icon to strengthen brand development