The DAily Dress

The Daily Dress offers a streamlined shopping experience for busy women seeking effortless style. It emphasizes simplicity and practicality with an easy-to-navigate layout. The site highlights versatile dress options with functional features like built-in bras and pockets, catering to various occasions. Multiple colors and patterns are available, allowing customers to find a perfect match for their needs. The overall design ensures a smooth user experience, making it easy to browse and shop for everyday wear.

Timeline: 1 month

Tools: Figma, Figjam, Google docs, ADobe XD

MY ROLE: Designer, RESEARCHER

Objective

The goal of the redesign was to enhance The Daily Dress’s online presence by creating a seamless, user-centered e-commerce experience that aligned with the brand’s focus on effortless style and practicality. By simplifying navigation and showcasing key product features like built-in bras and pockets, the project aimed to improve the shopping journey, boost engagement, and increase conversion rates. The design had to maintain a sophisticated yet functional aesthetic, reinforcing the brand’s identity while optimizing the website for both desktop and mobile users.

UX Approach

The approach focused on creating a clean, user-centered interface with intuitive navigation and clear product presentation. A mobile-first design was prioritized to ensure accessibility and ease of use for on-the-go shoppers. Interactive elements like quick views and add-to-cart buttons were strategically placed for minimal friction. Emphasis was placed on visual hierarchy, ensuring product features like built-in bras and pockets were highlighted, while responsive design maintained consistency across devices. User testing validated each step, ensuring the final design aligned with both user needs and brand aesthetics.

Research

To understand the target audience, I conducted user interviews and competitive analysis. Key insights revealed that customers valued comfort, versatility, and functionality, with a focus on features like built-in bras and pockets. Competitor websites were reviewed to identify areas of improvement, such as simplified navigation and better product display. This informed design decisions, ensuring a balance between aesthetic appeal and usability. Testing also helped uncover pain points, leading to a refined user experience that emphasized ease of use and product accessibility.

Reseach Steps

Define Goals & Objectives: Understand the purpose of the redesign and the user needs.

  1. User Interviews: Conduct interviews to gather insights on pain points and expectations.

  2. Competitive Analysis: Review competitors to identify strengths and areas of improvement.

  3. Persona Creation: Develop personas to represent key user segments.

  4. Journey Mapping: Create journey maps to visualize user flows and potential obstacles.

  5. Testing & Feedback: Validate findings with usability tests and iterate based on feedback.

Design updates

Hero section: I designed the hero with bold imagery and minimal text to reflect the brand’s elevated, editorial feel and draw users in immediately. Below, I created a clean, scroll-friendly layout featuring curated edits, product grids, and editorial content—balancing storytelling with a seamless shopping experience across all devices. Product sections were optimized with large visuals, intuitive navigation, and subtle hover effects to enhance engagement. Designer spotlights and written features added depth, building a stronger brand connection. I maintained consistency in typography, spacing, and responsiveness to ensure a polished experience on both desktop and mobile.

Featured collections: Below the hero, I created a space for featured collections to engage users right away, showcasing trend edits and seasonal picks. The layout is designed to be scroll-friendly, with simple navigation that encourages users to dive deeper into specific styles. This section provides a natural flow, reinforcing the brand’s stylish and curated approach to shopping.

Product grids: I designed the product grids with large images and minimal text, ensuring users can quickly scan and identify items of interest. Hover effects offer more information and improve engagement, while the simplified filtering options streamline the shopping process. This section was designed for both visual appeal and usability, providing a seamless transition from browsing to purchase.

Designer spotlights and editorial content: I integrated designer spotlights and editorial content to deepen the connection between the brand and its users. Through curated storytelling and high-quality visuals, this section adds personality and context to the products, elevating the overall shopping experience. It maintains the site’s clean aesthetic while enriching the user’s journey with thoughtful, engaging content.