Dropout Design website
Dropout Design, a Melbourne-based apparel startup, aims to establish itself as Melbourne's most accessible and budget-friendly brand, catering to the needs and aesthetics of Gen Z.
Dec 2023 - Jan 2024
Freelance project
Solo designer
UX design
Interaction design
Information Architecture
Figma
Dropout Design, a new activewear and athleisure brand targeting Gen Z shoppers, approached me to design their e-commerce website from the ground up. As a brand new player in a crowded marketplace, Dropout Design faced several distinct challenges:
Establishing brand identity
Being a newcomer, Dropout Design needed to carve out a unique brand identity that resonated with their target audience – Gen Z.
Catering to Gen Z preferences
Gen Z shoppers prioritise mobile-friendliness, crave personalised experiences, and value brands that align with their social conscience.
Optimising for conversions
Shoppers may be more likely to abandon their carts if faced with a lengthy or confusing checkout experience, leading to lost sales.
By addressing these challenges, the goal was to create a website with a clear brand voice that resonates with Gen Z’s values and interest, and promote sales. This website would serve as the foundation for Dropout Design's online presence, attracting Gen Z customers and establishing a foothold in the competitive apparel market.
Problem.
Arc'teryx's extensive product categorisation makes it challenging for users to locate desired items and compare features across different categories.
Bondi Born's reliance on letter sizing without a size guide creates uncertainty for users in selecting the correct size. Including a conversion chart to numeric sizes or a detailed size guide would improve user confidence and reduce the risk of incorrect purchases.
Under Armour's lack of standard size names can create confusion for users selecting the appropriate size.
Models often do not reflect the range of body types that wear the brand's clothing.
Brooks Running prioritises shipping speed estimates over clear delivery dates, causing user uncertainty.
Unmarked required fields lead users to accidentally leave them blank, assuming they're optional. This creates a frustrating checkout experience.
COMPETITOR ANALYSIS
I conducted an in-depth analysis of over 50+ Australian apparel brands. This comprehensive review covered everything from homepage design and navigation structures to the checkout process.
Industry research by the Baymard Institute (2024) indicates a current average cart abandonment rate of 70%. This statistic underscores the importance of crafting a seamless shopping experience, and my goal was to minimises friction and empowers users to complete their purchases with ease.
Many competitor websites lack clear visual cues for clickable filtering options. Some websites over categorise products, creating difficulties for users who want to compare items across categories.
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Product filtering & category
16% of competitor websites lack size guides, leaving users without crucial information to make informed purchase decisions.
Some websites lack numeric size information creating an extra step for users.
2
Sizing & fit information
Over 80% of competitor brands fail to showcase diverse body types in their product modelling.
With Gen Z's growing emphasis on self-acceptance and body positivity, consumers are seeking to see themselves represented in the clothing they purchase.
3
Product modelling
Competitor sites prioritise shipping speed estimates over clear delivery dates, causing user uncertainty.
Unmarked required fields lead users to accidentally leave them blank, assuming they're optional. This creates a frustrating checkout experience.
4
Checkout process
SECONDARY RESEARCH
Research on Gen Z shopper behaviour revealed key characteristics, including:
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Preference for mobile-friendly and visually appealing websites.
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Desire for personalised recommendations.
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Importance of a seamless online shopping experience.
The initial project timeline for Dropout Design's website was 4 weeks. However, as I delved deeper into the client's goals and envisioned the website's potential, I collaboratively proposed extending the timeframe.
This ensured we could deliver a design that not only met the client's vision but also held the highest quality standards. While this adjustment did coincide with some personal travel plans, I was able to effectively manage my time to maintain a seamless workflow and consistent communication with the client.
To build a website that resonated with Dropout Design's target audience and stood out in the competitive market, I conducted a comprehensive competitor analysis and secondary research.
Approach.
ESTABLISHING BRAND IDENTITY & CATERING TO GEN Z PREFERENCES
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Prioritising brand values and showcasing Dropout Design's commitment to sustainable practices prominently on the homepage was crucial. This transparency builds trust with Gen Z customers who value ethical sourcing.
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Understanding Gen Z's preference for mobile-friendly experiences, the navigation was designed to be clear, intuitive, and minimise cognitive load.
OPTIMISING FOR CONVERSIONS
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Including more body types and detailed fit metrics in the product page. This empowers users to make accurate sizing decisions and boosting conversions.
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Implementing "Fabric & Care" and "Why We Make This" sections builds trust and reduces friction in the purchase journey.
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Curating a "Complete the Look" section with complementary product recommendations, rather than generic suggestions, catered to Gen Z's desire for a personalised shopping experience. This approach can potentially increase average order value.
SEAMLESS CHECKOUT PROCESS
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Estimated delivery dates instead of the number of days for a faster and more informed decision-making process.
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The "proceed" or "next" button dynamically updated based on the chosen payment method, eliminating confusion during checkout.
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Summarising delivery information and providing an order tracking link for better transparency.
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Account creation was simplified with a one-click option and saved until after the payment, reducing friction during checkout.
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Personalised product recommendations based on purchased items.
Over 6-7 weeks, I collaborated closely with Dropout Design to design the website from wireframes to high-fidelity prototypes. The research insights from the competitor analysis and user research provided a roadmap for crafting a website that addressed Dropout Design's key challenges and resonated with their Gen Z target audience. Here's how the website design tackled each challenge:
Solution.
See other case studies.
Reflection.
This project was a valuable opportunity to collaborate with an innovative brand like Dropout Design. Looking back, some key areas for improvement include:
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Stakeholder Engagement: Building strong relationships with clients and product managers is crucial for project success. Frequent communication through phone calls, video prototypes, and feedback sessions helps build trust and fosters repeat business.
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Research Depth: Due to time constraints, I relied mainly on secondary research and limited usability testing with a small group. In future projects, prioritising comprehensive upfront research, including user interviews and in-depth usability testing, would greatly enhance the design process.
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Project Scope: Clearly defining the project scope upfront and communicating any limitations (e.g., time constraints) to the client at the beginning of the project. This ensures realistic expectations and sets the foundation for a successful project.