Project
Overview
Project Overview
About
YBS is an exceptional e-commerce website based in Netherlands with a captivating collection of products featuring unique styles that draw inspiration from the rich and alluring heritage of Persian culture. YBS (Your Be Self) is a brand that symbolizes the essence of being true to oneself. It believes that in any place and time, every individual has the power to define their own brand, perspective, or unique belief. This brand inspires people to break free from self-censorship and embrace their true selves, regardless of societal norms or external expectations.
Goal
The primary objective is to provide a seamless and enjoyable online shopping experience, catering to various customer needs and preferences. This website also designed with the Persian heritage style yet modern.
- Role: UX/UI Designer
- Team Size: 4 Designers and 3 Developers
- Duration: January 2023 - April 2023
- Tools used: Figma, Illustrator, Photoshop, Trello, Zoom meetings
- Methods: Interviews, Usability Testing, Card Sorting, Wireframing, Prototyping
- Platform: Web Application
Competitors
Analysis
Competitors Analysis
I collaborated with other teams to conduct a comprehensive competitors analysis of several key players in the fashion and apparel industry in the Netherlands. The analysis involved studying the market presence and offerings of Zara, Mango, Farfetch, Otrium, and Unrecorded. Our goal was to gain valuable insights into their strengths, weaknesses, and overall market positioning. We examined each competitor's product range, pricing strategies, target audience, and marketing efforts to identify areas of potential differentiation. We also analyzed their online presence, customer reviews, and social media engagement to understand how they interact with their customer base and build brand loyalty. This analysis enabled us to refine the business strategy, identify gaps in the market, and tailor the product offerings to meet the specific needs and preferences of our target audience. You can see a summery of that research bellow.
YBS
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Product range:
Premium fashion items inspired by Persian culture for men, women, and teens. -
Pricing strategies:
High-quality products with a premium pricing approach. -
Target audience:
Individuals seeking unique styles and are willing to invest in premium fashion. -
Marketing effort:
PBrand messaging encouraging self-expression and embracing individuality.
Zara
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Product range:
Trendy and affordable clothing for men, women, and children. -
Pricing strategies:
Mid-range pricing, offering good value for fashion-forward customers. -
Target audience:
Fashion-conscious individuals seeking affordable style. -
Marketing effort:
Extensive marketing campaigns, including social media and in-store promotions.
Mango
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Product range:
Contemporary and versatile clothing for women. -
Pricing strategies:
Mid-range pricing, offering quality fashion at competitive prices. -
Target audience:
Individuals seeking unique styles and are willing to invest in premium fashion. -
Marketing effort:
Strategic partnerships and social media campaigns to engage with customers.
Farfetch
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Product range:
Exclusive luxury fashion from top designer brands worldwide. -
Pricing strategies:
Premium pricing, targeting affluent luxury shoppers. -
Target audience:
High-end fashion enthusiasts seeking unique and luxury pieces. -
Marketing effort:
Strong online presence, partnerships with influencers and designers.
Otrium
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Product range:
Discounted fashion items from various brands, including designer labels. -
Pricing strategies:
Discount-oriented pricing to attract bargain hunters. -
Target audience:
Value-conscious shoppers seeking deals on premium fashion. -
Marketing effort:
Targeted email campaigns and social media advertising for exclusive.
Unrecorded
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Product range:
Sustainable and minimalist clothing and accessories. -
Pricing strategies:
Premium pricing reflecting the brand's commitment to ethical practices. -
Target audience:
Eco-conscious consumers prioritizing sustainable fashion. -
Marketing effort:
Content marketing highlighting sustainability efforts and eco-friendly practices.
Home Page
Categories Page
Product Page
Basket Page
Login Page
Mockups
Tool: Figma, Illustrator, Photoshop
After all the research and testing, we improved the design during the high-fidelity iteration process and enhanced the visuality of the website and evoked Persian concept by using visual patterns and some other detailed changes that had a great impact on user experience such as streamlining the login process easier by using OTP (one time password) system. The final mockup enhanced the visuality, clarity, and usability of the website.
Visit website to see the full design.
Home Page
Categories Page
Product Page
Basket Page
Login Page
Design
Library
The Branding team took on the important task of crafting the logo, selecting complementary typefaces, and defining the colour palette. Considering provided assets, we developed additional components, ensuring a seamless and consistent design across the entire website. Our vision was to create the interface with a modern, approachable, and heritage-inspired vibe. This ideology has been represented through the incorporation of gentle curved edges and captivating design patterns inspired by Persian culture.
Buttons
Icons
Components
Retrospective
During the design process for the YBS project, our team faced significant challenges due to the extensive research required, a small team handling a large workload, and tight project timelines. To address these challenges, we adopted an agile approach, enabling us to stay flexible and adapt to changing requirements efficiently. Creating a detailed PRD and holding regular meetings with designers and developers proved instrumental in keeping the project on track and ensuring a seamless collaboration. Given the vastness of the fashion industry with numerous competitors, our research process played a pivotal role in identifying YBS's strengths and unique selling points. We paid extra attention to understanding the target users' preferences and incorporated this insight into the design to create a user-friendly and culturally inspired platform. The project emphasized a balance between simplicity and functionality to cater to the premium nature of YBS products, ensuring an elevated user experience for customers of all ages. Working as a team with constant communication was crucial for project progress. As a Persian, I feel proud of delivering a unique and empowering shopping experience that encourages individuality and cultural inspiration through distinctive fashion styles inspired by Persian culture.
