Context and the problem
Spektrum is a sister brand and an authorized distributor for Gilling Activewear —#1 leotard trademark in Latin America—. With over 20 years of experience in the region, they decided to expand their business to the US. They offer custom-made leotards for gymnasts.
From the beginning, we established the goal of design and developed an easy-to-navigate website with high visual impact —suitable for mobile and desktop— aimed to increase the conversion rate. I focused mainly on fixing these pain points:
1. Design a customized high-level website on a restricted CMS.
2. No on-page category architecture.
As the lead UX designer, I conducted qualitative research as well as iterative website testing in order to design a functional category architecture. The first step was to create the Information Architecture alongside the client and their internal team, we did so by conducting Open Card Sorting and Tree Testing. Then we conducted a Competitor Analysis to understand the industry. Next, we created high-fidelity wireframes followed by functional prototypes, these were subjected to internal usability tests.
We customized an e-commerce WordPress theme based on the user’s needs and the client’s branding.
Methodology and tools applied
Secondary Research, Quantitative Data Collection, Qualitative Data Collection, Wireframing, prototyping, Figma, Invision, WordPress.
The website will be released in early Summer 2021
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