UX/UI Design & Copy

Case Study: Yoogi’s Closet

Yoogi’s Closet is an online retailer that specializes in pre-owned luxury goods.

My role

Wireframing and prototyping
UI/UX copy and design

Challenge

Yoogi’s homepage needed a design refresh that addressed new users and provided more ways to discover the variety of luxury products they carry. Three key brand pillars needed to be included in the copy.

Authenticity
Establishing trust
Getting a good deal

Brief

Make it easy for new users to understand that Yoogi’s Closet buys and sells authenticated pre-owned luxury goods. There should be distinct sections to differentiate between the shopping and selling. The design should include large images, social proof, and merchandising opportunities.

The objectives of a new homepage design from the client:

Widen the page while retaining fully Responsive Design.
Do away with dated gradients of the current design. Replace with a simple design that highlights photography and merchandising opportunities.
Top headline text will be editable in admin and rotate messages.
Homepage should focus on our value proposition messaging and tell our clients a story – hero shot, why should you buy from us, why you should sell to us, curated products for more custom merchandising opportunity.
The homepage needs to include Social Proof. We want to rotate customer pics/testimonials with press clips. Also, include the latest Instagram posts.
Visually appealing design to use custom photography of our products

Goal

My plan was to go for a clean, modern look with a lot of room to merchandise the page for additional sales opportunities. Many design features I presented could be made updated in Magento CMS without the use of a developer or designer, so the page can be updated more often.

Succinct, straightforward microcopy.
Homepage uses value proposition messaging throughout all copy.
Use of Google Font Open Sans, which loads quickly and looks modern.
The products in the “Why shop with Yoogi’s” section can be changed out regularly without a designer or developer.
Include a section for client testimonials for social proof.
The merchandising blocks in the bottom section allow for more merchandising opportunities to appeal to more of shoppers.