Klayd
Launched in September 2023, Klayd is an emerging online fashion brand which offers elevated basics and wardrobe staples. The brand promotes inclusive sizing from XS to 4XL and adopts a clear outline of their production methods from responsible fabric choices to inclusive working practices. As principle UX/UI Designer I worked with a cross-functional team in developing the B2C ecommerce website on the Shopify CMS platform.
CLIENT
Klayd
AGENCY
Studio 315
Industry
Fashion
WEBSITE
The Challenge
As a new brand fresh to the UK market, the challenge was to establish exactly who the customer was going to be and successfully communicate the guidelines presented to me, working within the parameters of the Shopify platform. These parameters included:
• Brand affinity
• Market level
• Future Projections
Solution
It was essential to look into the growth of the company in order to choose a suitable theme to work from and work within budget. To address the challenge, the team developed proto personas and user friendly flows via a range of UX wireframes
I assumed the following roles designing this storefront:
Conducted extensive research exploring and developing brand affinity.
Mapped out user journeys.
Developed a site map and created Lo-fidelity wireframes based on Shopify template
Ensured all deliverables were ready within client time frame.
More time should have been spent exploring and managing the client expectations at the start of the project so as to avoid some unforeseen issues; having researched the functionality and features of key Shopify themes and aligning them with the brand and user needs, we presented these options and guided the client in theme selection - a better understanding of the limitations of Shopify, plus research into Shopify apps, and more scope work would have saved time further down the line.
With quick handover from UX, I went straight into mocking up high fidelity UI. In hindsight, more time was needed to spend on UI in developing a more definitive style guide.
Better and more frequent communication with the stakeholder would have been as plus.
If I had to do this again, I would request a more in depth round the table kick off to better understand the various individual roles on the project so I could hit the ground running. I would like to have established the finite details on the roles and responsibilities for each person involved in the project, more specifically requesting transparency in knowing how many people down the line are involved in decision making.
