UI/UX

Ootd

About the Project

OOTD IS A Fashion collection App. This innovative app redefines the shopping experience, addressing the common challenges individuals face in deciding what to wear daily and the frustration of purchasing clothes that may not complement one's style or fit properly.

ootd offers a comprehensive solution to enhance efficiency, convenience, and enjoyment in the realm of fashion.As your "Style Advisor: Empowering Your Fashion Choices," ootd transcends being a mere shopping platform; it becomes your personal fashion consultant. With meticulously curated online catalogs and personalized styling suggestions, the app empowers users to effortlessly discover desired clothing items.

Industry

uiux

fashion

Year

2024

Arts Southeast x sulfur studio

About the studio

Sulfur Studios is a project of ARTS Southeast, a nonprofit organization that serves as a dynamic hub for artistic creativity. It houses artist studios, and co-working spaces, and features a Main Gallery and Supporter Gallery. Also, it's the site of the Artist Residency, fostering a vibrant and inclusive arts community.

Current website: https://artssoutheast.org/

The project aimed to enable Sulfur Studios to showcase the works
of local and national artists through an updated official website.
Additionally, it included plans to host a variety of art and cultural
events on the platform, allowing users to explore the power of
creativity and experience the charm of art transcending
boundaries through the internet.

Studio Mission

Make Savannah a destination for art and culture in the Southeast by supporting established and emerging artists and engaging a diverse community with creative programming by developing awareness and appreciation of the arts.

Studio OFFERS

project process

Design solution x impact

⭐️

Connect to Content

Add layers or components to make infinite auto-playing slideshows.

Design solution

1. Streamlines site structure and make

e-commerce more accessible.
2. Implements UI writing to cultivate a

inviting atmosphere on the website.

make e-commerce more accessible

1

Streamlines structure

2

 cultivate a inviting atmosphere on the website

Implements UI writing

Design Impact

Redesigned Sulfur Studios' website to better showcase local artists' works and streamline the shopping experience, leading to a 50% reduction in add-to-cart time and significantly increasing user dwell time on the homepage. Also Improved information retrieval speed by 40% on the redesigned website, making it easier for users to find what they need.

Average on homepage most stay at Exhibition Section

1 min

faster information retrieval achieved through new design

45 %

Our design leds users faster

to get to the shopping bag

50 %

understand the problem

Interview with Co-Founder

After interviewing the co-founder of the studio, we gained insights into the local art community and the studio's objectives. They experienced challenges as artists due to a lack of studio space and a collaborative community environment in their early years. This led to their decision to create a space that offers these opportunities to other artists, building a supportive platform for art creators.


Interestingly, the co-founder expressed that she appreciates insights into user interactions, like where they click, but is reluctant to alter the layout. She prioritizes the website's role in showcasing art, facilitating donations, and promoting the shop. Based on her goals, we identified that adding additional sections focused on the shop and featured artists would be very helpful. The project aimed to enable Sulfur Studios to showcase the works of local and national artists through an updated official website. Additionally, it included plans to host a variety of art and cultural events on the platform, allowing users to explore the power of creativity and experience the charm of art transcending boundaries through the internet.

Most of our website visitors are tourists, but we've also added special features for artists who work with us. Typically, people prefer to make purchases in person at the store.



-Sam, studio staff

our interview findings

The visitors are mostly people from 20s to 40s, including a lot of locals and tourists who are art enthusiasts. We also get groups of students on school field trips.

Problem Scope

How might we make the Sulfur studio‘s website a more accessible gateway to the world and encourage people to buy art and donate?

design our solution

Open Card Sorting

As the UX Research Lead, I conducted an open card sorting workshop to understand how users intuitively organize content. This process allowed us to redesign the information architecture, making navigation more seamless and uncovering new ways to enhance the user experience.

REsults

This initiative highlighted significant patterns, such as 85% of participants identifying content redundancy and 87% experiencing confusion due to unclear tab naming. Leveraging these insights, we restructured the website's information architecture, creating an intuitive navigation system that reduces ambiguity and enhances the user experience. The process also revealed new opportunities to optimize the overall interaction design.

85%

content

Redundancy

87%

confused by the

naming of the tabs

KEY INSIGHTS
Streamlined navigation and focused content are essential for connecting with users.

Design Decision:
We would like to modify the UX writing to create a more user-friendly and approachable tone.

Users feel like they want to know what the studio is doing based on the homepage.

They resist when seeing information related to "Donate." However, after we explain the studio's mission during the test, people understand the importance of this art organization.

People are grouped based on similar actions. For example, actions related to spending money are categorized under the "SHOP" tab.

Half of the participants mentioned that they want to understand what the studio offers before considering making a purchase, donation, or offering support.

Open Card Sorting refine

We reorganized the sorting results based on our knowledge and explored new opportunities for the site's information structure.

Poppy’s POV

Sameen’s POV

Lucas’s POV

We created this sitemap based on the card sorting participants and will further proceed to usability testing to ensure this version aligns with the end user's mental model.

Redesign
sitemap A

We refined the sitemap based on our understanding and balancing the stakeholders' needs for this website. We will further proceed to usability testing to ensure this version aligns with the end user's mental model.

Redesign
sitemap B

Redesign

sitemap B

We designed 2 versions of the wireframe:

one focuses on showcasing different programs, and the other is more about spreading the concept of the studio.


We aim to see which one achieves the goal of making users enjoy the art and want to shop for it.

3 versions of dropdown menu
We want to determine which option best balances the clarity of program information and is easiest to approach.

⭐️

Connect to Content

Add layers or components to make infinite auto-playing slideshows.

Redesign

wIREFRAME-SHOP FLOW

⭐️

Connect to Content

Add layers or components to make infinite auto-playing slideshows.

Test & Iteration

A/B Testing

We welcome testers who are local or visiting and have an interest in art to check out ART Southeast Studio on Google Maps. This is your first time on the website, so take a look at what it has to offer.

Task 01 :Visit the Home page and share your thoughts on what this place offers.
Task 02: Complete shopping process. Please buy a vase.

result

To validate our initial solution, we developed 5 hypotheses for user testing. These hypotheses guided our A/B testing efforts to identify the elements that truly resonated with our audience.

By streamlining the dropdown menu and using pictures and limited tab options, users will be more likely to click and explore.  

Reduce choice overload !

More scrolls more effort. I suggested combining the section into a quick and easy description.

Users enjoy being able to click directly onto the categories and start their shopping journey right away.

Elements that help art enthusiasts connect with the artist and their work on a personal level.

final design

Meet our design

Arts Southeast x
Sulfur Studio website

Add breakpoints to your blank page, then drop sections to have them responsive out of the box.

Get Started

Learn More

Meet our design

Arts Southeast x
Sulfur Studio website

Add breakpoints to your blank page, then drop sections to have them responsive out of the box.

Get Started

Learn More

Meet our design

Arts Southeast x
Sulfur Studio website

Add breakpoints to your blank page, then drop sections to have them responsive out of the box.

Get Started

Learn More

“we have so much art to see here,
I JUST WANT PEOPLE TO LOOK AT IT. “

EMILY EARL

co-FOUNDER

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